The significance of brand to the enterprise itself

Question 1: What is the significance of brand building for enterprises? Let's learn about brand building first. Brand building refers to the behavior and efforts of brand owners to design, publicize and maintain their brands. What is the significance of brand building to enterprises? Many entrepreneurs will think that for enterprises, products are the most important, and others are secondary, including brands! Of course, having good products is the foundation of enterprise development, but an enterprise without a brand is like losing its soul. Without the support of brand, it is difficult for enterprises to break through the bottleneck of development! Why? Let's have a look! Brand is an intangible asset, which can bring benefits far beyond its own. Its purpose is to identify the products of a seller or a group of sellers! With the development of the market and the enhancement of consumers' brand awareness, the role of brand and its influence on enterprises are immeasurable. With the support of brands, enterprises can use brands to stimulate the value of products. Besides, in the current product market, there is no competitiveness without a brand, and there is no foothold in the market without competitiveness. Brand has become the main source and survival foundation of enterprise profits, and also the source of power for market innovation. Therefore, how important it is to build your own brand! How to build a brand? Brand building includes brand positioning, brand planning, brand image and brand expansion. Secondly, the construction of enterprise brand should be based on honesty, with product quality and product characteristics as the core, so as to cultivate consumers' reputation consciousness, and the products of enterprises can have market share and economic benefits. Visible brand building is a big project, the success or failure of this project is related to the future of this enterprise! So if we want to be a brand, where can we find a brand building company? What kind of brand building company is suitable for us? Our Guangzhou Huaxi Enterprise Management Consulting Co., Ltd. can help you solve this problem. We can establish brand documents according to your company's situation, let our brand consulting experts help you analyze and introduce you to a brand building team! If you need internal training, then we can invite someone to help you train and improve the brand awareness and cohesion of employees! About "",I will share it here today. Guangzhou Huaxi Enterprise Management Consulting Co., Ltd. hopes that the above contents will help you!

Question 2: The significance and function of brand to enterprises. First of all, I want to know what the brand is. . .

We should make the concept of brand clear: brand is actually the emotional demand of consumer groups corresponding to product concept. The product brand created by the enterprise should be the concrete embodiment of the emotional value of the corresponding consumers. For example, young girls like Chris Lee in Super Girl, which just shows that Chris Lee's temperament, habits, behavior and other brand elements of this "product" meet the emotional needs of these girls, thus generating value, which is the emotional needs of Chris Lee's corresponding group, not her own needs. Therefore, the brand is something that satisfies consumers' corresponding emotional value to products, not the trademark of enterprise products, its own packaging or product concept. Now many people have misunderstandings in this regard.

After understanding the meaning of brand, let's talk about its role in enterprises.

Brand has four functions. 1 is a * * * function. By registering patents and trademarks, brands can be protected by law to prevent others from damaging brand reputation or illegally stealing brands. Second, value-added functional brands are intangible assets of enterprises, and their characteristics such as value, personality and quality can bring important value to products. Even if the same product is labeled with different brand logos, there will be a disparity in price. Third, shaping the image and functional brand is the cornerstone for enterprises to shape their image, popularity and reputation. Today, with the homogenization of products, they give enterprises and products many special meanings such as personality and culture. On average, the cost of winning a new customer is six times that of retaining an existing customer, and brands can effectively reduce the cost of publicity and new product development by establishing brand preferences with customers.

I understand her role in the enterprise, and now we need to understand its role in consumers.

It has five functions for consumers. 1 is the basic element of brand identification function, which can help consumers identify the manufacturer and origin of the brand, thus distinguishing it from similar products. Second, the shopping guide function brand can help consumers find the products they need quickly, thus reducing the time and energy spent by consumers in the search process. 3. The function of reducing procurement risk. Consumers want to buy products that they are satisfied with, and they also want to be recognized by people around them. Choosing a brand with a good reputation helps to reduce mental risk and money risk. Fourth, the contractual functional brand is the guarantee to provide consumers with stable and high-quality products and services, while consumers repay manufacturers with long-term loyal purchases, and the two sides finally form a contractual relationship of mutual trust through the brand. The last item is the function of personality display. After years of development, brands can accumulate unique personality and rich connotations, and consumers can show themselves by buying brands that match their personality temperament.

I don't know what kind of business you are engaged in, I can only say so much. . . . . I hope I can help you. . . .

Question 3: How important is the brand to the enterprise?

What is the importance of brand building to enterprises?

1, without building their own "brand", the products of enterprises will lack competitiveness, and there will be no added value and high profits that entrepreneurs dream of;

2. The added value is low, and enterprises lack capital investment in product research and development, management upgrading and marketing.

3. Without strong brand competitiveness, the market competitiveness of enterprise goods will be lost to competitors, and its market price will naturally be difficult to increase, which will bring lower added value and make enterprises fall into a strange circle of low-level competition and enter a more vicious cycle.

Therefore, for enterprises, the level of brand competitiveness determines the profits between enterprises, the success or failure of products and the strength between enterprises.

Creating a strong brand is a far-reaching thing for an enterprise, which is the basis for the enterprise to gain the core competitive advantage, and also the key for the enterprise to rise and grow rapidly in the contemporary international market economy competition. The huge China market has become the main battlefield for domestic and foreign enterprises to compete. Regardless of strength, scale and qualification, enterprises are doomed to survive and aspire to develop in the same competitive environment. In order to win in the competition, we must focus on building a "strong brand" with core competitive advantages.

The ultimate goal of building a strong brand is to continuously obtain better sales and profits. Because the reuse of intangible assets is cost-free, as long as we plan the brand extension strategy with a scientific attitude and superb wisdom, we can make full use of the intangible assets of brand resources and realize the leap-forward development of enterprises through reasonable brand extension and expansion.

Nowadays, market competition has actually developed to the stage of "brand war", that is, "competition of brand core advantages". Competition without brand is powerless, goods without brand support are fragile goods, and markets without brand foundation can be said to be not "occupied markets" at all. Therefore, many enterprises and investors realize that "brand" is the most valuable asset of enterprises.

Beijing Chuanfu brand planning agency is good at grasping the key problems of enterprises, taking helping enterprises solve the urgent market problems as the starting point, shaping brands in market behavior, and advocating the style of surprise solution and efficient practice. From the source of wisdom-the wisdom in the Bible, the planning organization of Chuanfu relies on experienced, professional and efficient teams, rich practical experience, advanced and scientific communication strategies and sincere service attitude to help customers improve their visibility, reputation and loyalty, support enterprises to quickly complete the breakthrough growth of brand and sales, and strive to bring value changes from win-win to win-win for customers.

Chuanfu brand strives to bring the greatest commercial value to customers.

Chuanfu brand creates a brand that consumers love!

Question 4: What role does Baidu Encyclopedia play in corporate brand building? For the present information age, the spread of the Internet is amazing. On the Internet platform, Baidu Encyclopedia is a product with relatively high weight, and it is strict and authoritative when reviewing. When people know about this product, most people will choose to search online to learn more. If Baidu Encyclopedia exists, they can give search users a comprehensive and authoritative introduction.

Question 5: What is the function of brand to enterprises and consumers? For enterprises, 1, the brand is a symbolic symbol of the quality of enterprise products (services). 2. Brand promotion can expand the visibility, credibility and reputation of enterprises. So as to improve the status of enterprises in society. 3. The status of brand determines the market share of enterprise products. 4. The dominant position of brand in consumers' mind means that enterprises have a competitive advantage in the market. 5. The brand can earn the buyer's psychological value (added value) for the enterprise.

For consumers, 1 and brands provide them with more choices. 2. The ranking of brands provides a convenient way for them to identify the quality of goods. 3. The gold content of the brand provides a guarantee of safety, reliability, reassurance and value for money for its purchase. If a brand has no place in its mind, it may become "garbage" in the market. 5. Brand means the strength of the enterprise behind it. 6. The added value of the brand is the value that consumers are willing to pay. 7. Well-known brands can enhance the reputation and image of consumers.

Question 6: The significance of brand competitiveness to enterprises. Brand competitiveness is the external expression of enterprise's core competitiveness.

Brand competitiveness has irreplaceable differentiation ability. Brand competitiveness is a unique ability of enterprises, which is difficult or even impossible for competitors to imitate.

Brand competitiveness has the ability to make enterprises continue to make profits, and also has the brand premium ability to obtain excess profits;

Brand is the most important asset of an enterprise.

Strong brands have strong competitiveness and higher cognitive quality. Brand products of enterprises can sell at higher prices than competitors and grab excess profits, which is the premium function of brands.

With strong brand awareness and high loyalty, it is possible for enterprises to reduce marketing costs and obtain stable profit sources.

Because consumers want distributors and retailers to operate products with brand competitiveness, the bargaining power of enterprises in channels has been strengthened.

Brand competitiveness dominates all other competitiveness of enterprises, and brand competitiveness is the core ability.

Brand competitiveness is a long-term accumulated ability of enterprises, which is deeply rooted in enterprises. Long-term effects generally do not change qualitatively with the change of environment. Therefore, it has the characteristics of persistence and non-contingency; Brand competitiveness is malleable, which enables enterprises to expand their due potential.

Since the end of 1990s, the concepts and theories about competitiveness have been introduced into China, and have been paid attention to and accepted by the theoretical and business circles. For a time, competitiveness, core competitiveness, national competitiveness, industrial competitiveness and regional competitiveness have come one after another ... which has become a very hot topic. Michael of Harvard Business School is the world recognized authority on the study of competitive strategy system. Potter (Michael? e？ Professor Potter). Michael. Porter put forward a series of comprehensive competitive analysis methods and skills with creative thinking, which provided a relatively complete knowledge framework for understanding competitive behavior and guiding competitive action. But his theory is limited to the source and cultivation of enterprise competitive advantage: Porter mainly emphasizes two factors: cost and difference, but these two factors belong to the direct competitiveness of enterprises. In fact, there are indirect competitiveness in the competitiveness of enterprises, such as management, human resources and technological innovation.

Any existing core competitive advantage of an enterprise, such as resource advantage, technology advantage, talent advantage, management advantage and marketing advantage, will eventually be transformed into brand competitive advantage of the enterprise. Only in this way can enterprises achieve sustainable survival and development in the fierce market economy competition environment and ensure the long-term stability and prosperity of enterprises. Brand competitiveness refers to the unique ability of an enterprise's brand to be different from other competitors or to maintain uniqueness in the industry and lead the development of the enterprise. This ability can show the brand's internal quality, technical performance and perfect service in the market competition.

Li Guangdou, a famous brand planner in China and one of the top ten planners in China, pointed out that brand competitiveness is the deep-seated reason why a brand has greater market influence, higher market share, higher added value and longer life cycle than similar products. Brand competitiveness refers to the unique ability of an enterprise's brand to be different from or ahead of other competitors, to show the inherent quality, technology, performance and perfect service of the brand in the market competition, to arouse the brand association of consumers and to promote their purchase behavior.

Why are multinational enterprises more competitive than local enterprises as a whole? Where is their competitive advantage?

From the perspective of strategic management, any enterprise must have its own unique core competitiveness if it wants to fight the storm in the surging market tide.

Compared with multinational companies, brand competitiveness is the most lacking ability of China enterprises at present, and it is also the most important ability in the decisive battle of China market at present.

Judging from the development of China's national competitiveness, although in the past few years, the economic aggregate of China countries has risen to the sixth place in the world and the fourth place in the total trade volume. But among the world famous brands, China's progress is surprisingly slow. In 2003, among the global 100 most valuable brands, there were 62 in the United States, 6 in Japan, 6 in France, 6 in Germany and 7 in Britain. China didn't. Market changes and competition change rapidly. A brand can be big not only by hard work. After reflection, our enterprises should stand at the height of globalization to enhance their brand competitiveness. Therefore, the long-term way to maintain the future competitiveness of our nation is to transform the core competitiveness of enterprises, cities, regions and countries in China into brand competitiveness. ...& gt& gt

Question 7: The significance of brand learning Brand learning is the crystallization of knowledge society and information society, and it is also the product under the influence of economic globalization, world economic integration and world market competition. It is the inevitable result of the development of social productive forces to a specific stage, and its appearance is a fulfillment of the law of economic development of the Catholic Church. Internationally, a set of scientific and systematic brand creation, operation and management has not yet been formed. Therefore, the emergence of branding is of great significance to discipline construction, domestic and international market economy development and enterprise brand operation. (1) The Significance of Discipline Construction At the beginning of the 20th century, marketing was born. By the 1950s, marketing has shifted from traditional economics research to management research. After the mid-1990s, in China, the discipline of enterprise management was formally separated from economics, and an independent discipline of "management" was established. In 2003, branding was separated from marketing for the first time in China and became an interdisciplinary independent discipline. The influence of economic globalization, world economic integration and new economy has intensified the intensity, breadth and depth of market competition, and the comprehensive competitiveness of commercial organizations and products has become an obstacle to the economic development of towel countries. This objective demand makes the birth of brand science inevitable. Opening to the outside world led to the spread of western learning, and foreign marketing theories mushroomed in China, which quickly became the Bible of China enterprises. However, this "for-profit" reception model may not be suitable for China's business model. Therefore, in the research field, it is necessary to combine the local situation and the development of domestic enterprises to establish a brand science that really guides the domestic brand management, operation mode and management mode. (2) Practical guiding significance 2 1 century is the era of knowledge economy. For enterprises, knowledge includes relevant points in production, sales, research and development. In this context, the competition among enterprises is characterized by high-level brand stage competition, which puts forward new demands for enterprise organizers. How to effectively integrate resources, condense these super-economic factors and let enterprises create their own advantages is a problem that brand science and enterprises themselves need to explore and solve. The emergence of branding can provide reference and guidance for enterprises to some extent. At the same time, the process of economic globalization makes the competition between brands not only between individual enterprises and industries, but also across geographical boundaries and spread to any corner of the world. Therefore, brand competition is manifested as the competition between countries and nations. How to better integrate national resources, design, spread and manage brands has become a problem that entrepreneurs in various countries need to think and practice. Traditional brand management is to organize tangible resources first, put people first in the market, experience the market directly, and try to eliminate the laws in the market, which is not perfect in management concept and mechanism. The waste of social resources brought by these imperfect and incomplete brand management has become a serious obstacle to social and economic development. The research and application of brand is to meet the needs of the transformation from traditional brand management to generalized brand management. Brand in a broad sense is to create intangible assets first, based on knowledge investment, and seek the support of advanced productivity through indirect experience. It has extremely high economic characteristics. Through the systematic study of the law of incense shops, people can improve their own support before entering the market and make the market on the premise of grasping the law of social and economic development. As a new practical discipline, branding can provide theoretical guidance for this change. After China's entry into the WTO, more and more foreign commercial organizations and products poured in. International brands attack domestic enterprises and products in the triple market space, and they realize the integration of the triple market, that is, the comprehensive management of regional market, domestic market and international market space, which makes domestic national brands and various commercial institutions temporarily in a passive position. After China's entry into WTO, domestic commercial organizations cannot compete with international competitors in the active international market. For enterprises in towel countries, to fight a protracted war, the main battlefield is located at their own doorstep. At present, the research of domestic branding is not perfect. This book hopes to enrich domestic brand theory and guide brand practice through preliminary research. At present, there is a serious shortage of brand management talents in China, and the knowledge module is not perfect. At present, all kinds of commercial organizations and markets are still in the primary stage of competing for human resources. Most practitioners confuse management and brand, advertising and brand, planning, CIS and brand, blind people touch the elephant, generalize, and put the theory without direct relationship and causality into brand practice. All these phenomena explain the market demand for brands, but in the final analysis, it is ... > >

Question 8: The great significance of brand strategy to enterprise development (1) Brand: the external embodiment of core competitiveness.

Core competence refers to the knowledge accumulated in an organization, especially the knowledge about how to coordinate different production skills and organically combine multiple skills. It has three characteristics: obvious competitive advantage, great potential for application and expansion, and difficult for competitors to imitate.

(2) Brand: "Expanding resources, expanding markets, reducing costs and improving efficiency" is a sharp sword.

(C) Brand: the source of power to achieve sustainable development

With the deepening of China's economic market opening and marketization, competition has become the main environment for the survival and development of enterprises, and brands have surpassed the scope of pure economy and become the embodiment of the core competitiveness of enterprises. In the era of increasing world economic integration and the rapid rise of knowledge economy, brands have crossed national boundaries and become the "golden key" and "passport" for enterprises to enter the international market. Only excellent brands can stand in the world economy and win the initiative in global market competition. For example, ExxonMobil and Shell in petrochemical industry, Coca-Cola and Pepsi in beverage industry, Ford, Toyota and Volkswagen in automobile industry. They are world-famous brands, and brands have become a sword for enterprises in business wars. Brand competitiveness has become the basis and prerequisite for the survival and development of enterprises. Especially after China's entry into WTO, China Petrochemical, which has just emerged from monopoly, is facing double competition at home and abroad, so it is extremely important to implement brand strategy.

Question 9: What is the significance of trademarks to the development of enterprises?

According to Financial World magazine, the value of world brands such as Coca-Cola and Marlboro is $35.99 billion and $33.045 billion respectively, which is more than twice their annual turnover. It can be seen that the value of trademark as an intangible asset is incomparable to other products, and the trademark has a great impetus to the development of enterprises.

1. trademark is an information resource with the function of transmitting information.

First of all, a trademark is a symbol of a product. Its appearance first shows the source of products, conveys the information of new products to consumers, and plays a role in creating consumption, * * * and guiding demand.

Secondly, any trademark represents the inherent quality and standard of the specific product to which it is attached, and to a certain extent shows the quality responsibility that the producer or operator should bear for the product, thus ensuring that consumers can choose and identify the product among competing similar products by virtue of the trademark.

Therefore, a trademark is an information resource with the function of creating value. Through the extensive publicity of trademarks, they are well known to consumers, open up markets and bring benefits to enterprises.

2. Trademark is a concentrated expression of corporate image and reputation.

Enterprises show their image and reputation to consumers through specific features such as distinctiveness and novelty of trademarks, deepen consumers' impression of their products, attract consumers' attention, * * * consumers' desire to buy, and then achieve the ultimate goal of expanding product sales. At the same time, a good brand image can also enhance consumers' loyalty to trademarks and encourage consumers to buy again and again. Therefore, the higher the visibility of the trademark, the better the image and reputation of the enterprise.

3. Trademark is an intangible asset of an enterprise and an important intellectual property right.

Trademark embodies the wisdom and labor of production enterprises and is an important intellectual property right; It is an intangible property and always generates profits. Because the trademark has the renewal function (the validity period of the trademark is 10 years, and it can be renewed upon expiration), it has the value-added function. Therefore, the operators of enterprises must attach importance to this special role of trademarks, try their best to give products a good name, publicize the trademarks of products extensively on the premise of reliable quality, and improve the visibility of product trademarks, so as to promote product sales and consolidate market position. With the improvement of brand awareness, the value and value-added function of trademarks are immeasurable. Therefore, enterprises must be careful not to give up the brand of their products easily, otherwise it may bring many unnecessary losses to enterprises.

4. Trademark is a sharp weapon for enterprises to participate in market competition.

Trademark is the stepping stone for enterprise products to enter the market, and competition is the inherent economic law of market economy. In order to remain invincible in the competition, improve and expand the market share, enterprises must adopt various forms of competition, such as price, promotion, trademark, advertising, marketing promotion and public relations. Modern enterprises often take the form of non-price competition, establish brand awareness through trademark advertising, and make products enter the market smoothly. At the same time, relying on the popularity of trademarks, enterprises will continue to forge ahead, constantly improve product quality, increase added value of products, consolidate existing market share, continuously expand market share, and occupy a favorable position in the competition.

Judging from the legal provisions of our country, the state not only recognizes but also pays more and more attention to the tangible value of intellectual property rights such as trademarks, and the relevant state departments and banks support enterprises in various ways to obtain financing by using intellectual property rights in order to seek greater development. It can be seen that trademarks are extremely important property of enterprises. If they are well used, they can bring greater wealth to enterprises than tangible property of enterprises. The trademark right of an enterprise is really a gold mine that is not easy to see with the naked eye, but may bring tangible benefits to the enterprise.