From a consumer's psychological point of view, brand promotion is to enhance consumers' awareness of using branded products when buying. What does this mean? What is the preference, what level, what status. In short, a brand is a symbol. Companies must give this symbol a connotation and give consumers a sense of belonging. This is what I want, not a superficial article. Based on this point of view, there are currently some problems in brand management of aluminum veneer manufacturers in Shenzhen:
Problem 1. Lack of understanding of consumer needs and no clear brand development strategy
The brand development strategy of Shenzhen aluminum veneer manufacturers lacks an understanding of consumer needs. Today, after the 80s, consumers are the main consumers of brands, and operators know how much. Therefore, the company's brand positioning is inconsistent with the company's core competitiveness. Brand positioning and differentiated brand strategy cannot be planned based on its core competitiveness. The brand building of an enterprise does not effectively integrate with the core competitiveness of the enterprise, which causes the brand to lose its status. The chaos caused the company's brand value to grow slowly and frustrated the company's development.
Question 2: The ideas and methods to improve effective brand value are not clear yet, and it is difficult to get rid of homogeneous competition.
Due to the lack of consumer analysis, the homogenization of coatings competition will exist for a long time, which is one of the important reasons for the oversupply of many similar products in the current Chinese market. Relevant national ministries and commissions (2010) conducted a survey on 600 major consumer products, involving multiple industries, including consumer electronics, clothing, food, daily, and office. The results showed that there was almost no shortage of commodity supplies. There are 172 kinds of basic supply and demand of commodities, accounting for 28.7%, and 428 kinds of commodities with oversupply, accounting for 71.3%.
Question 3. The brand management model has not been formed yet, blindly imitating the Western model
The brand management model of Western companies has accumulated hundreds of years of brand operation practice, and there are many places worth learning and learning. However, the brands of each country/region have unique national and regional characteristics, while excellent brands have cultural genes and are rooted in the country’s human geography, social culture and national individual thinking. Nowadays, many Shenzhen aluminum veneer manufacturers no longer start from their own characteristics, blindly learn and imitate the brand building models of Western companies, and lack brand building ideas that have the characteristics and resource advantages of Shenzhen aluminum veneer manufacturers.
