The State Council has agreed to set up a "Chinese brand day" for Chinese brands to celebrate their oWith our own core technology, we should have our national world brand. To become a first-class enterprise, the key is to cultivate a first-class independent brand—— Hu Jintao On April 24, 2017, the State Council approved the establishment of "China brand day", and agreed to set may 10 every year as "China brand day" from 2017. Made in China to created in China Over the past 30 years of reform and opening up, China's GDP has surpassed Japan's and become the world's second largest economy. At the same time, "made in China" has spread all over the world. "USA Today" once described the daily life of Americans as follows: in the morning, one third of the alarm clocks that wake Americans up are printed with "made in China"; Next, plastic blinds, scales, curlers and hair dryers are mostly made in China; 17% of the clothes that go out to work are made in China; The wooden book frames and all kinds of small stationery on the office desk are also from China; About half of the desk lamps or chandeliers that need to be turned off before going to bed at night are "made in China.". But China's famous brands in the world are rare. Therefore, "big manufacturing country, small brand country", or "big production country" or "big processing country", has become the status quo of national brands. Innovation is the fundamental way out Since the 18th National Congress of the Communist Party of China, President Xi has attached great importance to the transformation and upgrading of made in China. He has made many expositions on innovation driven development, science and technology system reform, revitalization of the real economy, talent selection, etc. In 2012, President Xi proposed to "promote the transformation from made in China to created in China, from Chinese speed to Chinese quality, and from Chinese products to Chinese brands". In 2015, in his speech at the 10th G20 summit, President Xi proposed to "further highlight the dominant position of enterprises in technological innovation, so that enterprises can truly become the main body of technological innovation decision-making, R & D investment, scientific research organization and achievement transformation, and change" I want to innovate "into" I want to innovate ". Highlight the dominant position of enterprises in technological innovation. " The establishment of "China brand day" creates a good environment for national brand innovation and national brand building. Establish enterprise brand and shape national brand. Brand is not only the foundation of an enterprise, but also an important symbol of a country's economic strength. Building national brand and national brand image is a problem that any country should attach great importance to. With the accelerating pace of internationalization of Chinese enterprises, in order to get a foothold in the fierce market competition, we must establish our own national brand in the international market. If we want the national brand to go to the world in the fierce competition, we must make efforts in the following aspects: first, the government should strengthen the legislation in the development of national enterprises to protect the national brand. Second, national enterprises should attach importance to brand development strategy, encourage innovation, improve product quality and establish a good brand image. Brand building needs advertisement Advertising has four basic functions in brand building: brand loyalty, brand awareness, brand recognition and brand association. (1) Establish brand loyalty. Research shows that successful advertising can greatly increase the brand loyalty of customers. Advertising can not only produce trial, but also strengthen brand loyalty. For successful brands, only 30% of the increase in sales caused by advertising comes from new consumers, and the remaining 70% comes from existing consumers. The reason is that advertising strengthens brand loyalty. At the beginning of the brand, the role of advertising is to promote products, induce consumers to buy, so as to form a part of consumers. When the product market is opened, the main role of advertising is to consolidate the existing relationship between consumers and the brand, so that they become more loyal. (2) Can make the brand in a short period of time to establish a higher visibility. In modern society, advertisements are everywhere. There are many forms of advertisements, such as TV, newspapers, magazines and outdoor advertisements. It is undeniable that the number of these advertisements is so large that consumers will remember them inadvertently. For example, Baijiu Fujiu advertising, so that people remember their "blessing" culture advertising idea, which is the "blessing" culture that talent shows itself in many liquor brands. In addition, well-known brands, even if they can not become the preferred brand, will also be included in several brands considered by consumers when purchasing, which plays a very important role in brand sales. (3) It helps to build a positive recognition of quality. Brand quality refers to the function, characteristics, credibility, durability, service level and appearance of the product. Brand awareness refers to consumers' overall impression of a brand. When new brands come into the market, people know nothing about quality. However, advertisements with good creativity and accurate positioning can usually make consumers feel good about the brand and are willing to buy. The quality of advertisement can reflect the quality of brand to a certain extent. Users are more concerned about the brand advertisements they have used or are already using. Compare and connect their existing experience of quality cognition with the performance of quality in advertising. (4) Advertising provides space for brand association. Brand association refers to all the contents that consumers associate when they think of a certain brand. For example, when it comes to McDonald's, consumers may immediately associate with hamburger, McDonald's uncle, clean, children's paradise and so on. These are brand associations. One of the most important functions of advertising is to inform consumers, so that consumers can immediately associate with the brand, and what consumers think of is the unique selling point of the brand. Advertising should make use of this unique difference to build a world in the eyes of consumers, and make the brand it advertises rank first among them. The more space for brand association, the easier it is for consumers to remember the brand. (5) Establish brand personality. It is one of the effective ways to establish brand personality to shape a brand culture in advertisement. As the brand culture is intangible, it is difficult for consumers to understand this connotation from the product itself. And through advertising can point to a certain way of life or value orientation, so it is a very clear and direct way. In this way, the target consumers can quickly identify with the brand by identifying with the cultural feelings designed for them in the advertisement. For example, in the advertisement of dunhill, there are picturesque British villages and cars with extraordinary value, so as to highlight the style of the brand's hometown; Drink Pepsi, you are a member of the "new generation"; Brands such as Montblanc and Parker show how their ancestors (grandparents or parents) use these exquisite writing tools to compose important chapters, thus combining popularity with nostalgia. Brand building is inseparable from advertising. We help advertising On March 28 this year, adease launched the "ad temporary expired vacant resource supplement transaction" system (hereinafter referred to as "temporary expired") to help the development of advertising! On the one hand, the prominent contradiction faced by the advertising industry is that the layout is seriously vacant, while the media price remains high. This is related to the media environment: China's economic downturn, entering the new normal, traditional advertisers budget contraction; On the other hand, there are more and more new media with fierce competition, and the budget of advertisers is diverted. At the same time, many media companies are still using media agents and salesmen to carry out business, which not only keeps high operating costs, but also makes the advertising industry fall into a vicious circle: the decrease in the number of advertisers leads to more vacant advertising resources, and the media can only maintain profits by raising prices, The price rise leads to less advertising. On the other hand, there are nearly 60 million economic entities (including enterprise legal person, industrial unit and self-employed) with potential advertising demand in China, and less than 1% of them are really willing to take out their net profits for large-scale media exposure. Most of them are deterred by the high price of media and the high risk of advertising (most of them are unprofessional). Advertising easy "near expiration project" is to solve this contradiction, and set up a sharing bridge between the serious surplus media vacant resources and the huge volume of media potential demand. Tens of thousands of advertisers from all walks of life gather on the ad business network and ad easy platform. Through mismatching and matching, vacant resources are no longer wasted and new advertisers are brought; At the same time, it also makes the advertising more professional and effective, and saves the cost of advertising. Due to the mismatching of intensive procurement and resource matching, it brings low price, efficiency due to standardization, process and procedure, security due to the third-party guarantee transaction and financial settlement, and more professional due to the growing transaction big data, so that advertisers and users can save money, effort and rest assured. Blessed are 60 million advertisers. The vast majority of small and medium-sized enterprises without special advertising and media departments will greatly benefit from the services brought by advertising. In the future, all enterprises can afford to advertise, and all enterprises dare to advertise because of their effectiveness. As a leading Internet procurement platform for all media advertising resources in China and even in the world, adyi is using Internet technology and thinking to change the traditional way of advertising delivery, promote the development of the advertising industry and promote the upgrading of the advertising industry. Here, the advertising industry is a relatively special industry, which serves for various industries; The promotion and specialization of the overall cooperation efficiency of the advertising industry will also play an immeasurable role in promoting China's brand building.
Article classification:
新闻资讯
|