Two strategies of home textile enterprise brand: differentiation and persistence
Brand differentiation
The difference and personalization of brand positioning are the most effective means of brand management success. If the positioning is homogenous (same positioning), brand positioning is meaningless, and it will also bring serious imbalances to the industry and market. Persistent operational positioning is the most reliable guarantee to achieve positioning and improve positioning.
From the perspective of consumers, it can be segmented by age, activity, and cultural groups, so that a variety of brand strategies can emerge. However, the style of the brand must be maintained, and the internal culture must not deviate from the main demands of the brand. According to the characteristics of consumers 'personalized, subdivided and specialized needs, a good brand network advantage is formed to adapt to the development characteristics of modern home textiles' expansion and brand diversification, continuous innovation, forge ahead, and gain a real competitive advantage.
Emphasizing the positioning of home textile brands, is to avoid making brands blindly for branding: others do me, others do specialty stores, others have image spokespersons, and I cannot be outdated ... such a brand's personality style will be lost, the brand The management method will not have its own characteristics, and it will inevitably lack soul due to lack of personality.
At present, some home textile enterprises are keen to imitate in design and follow the trend in brand. Many brands are even copying and blindly obeying. Such brands are destined to be short-lived. The inferior root inertia of traditional plagiarism, from design plagiarism has extended to brand plagiarism and plagiarism in the way of operation, highlighting the blind action thinking and similar operation of "you have me and you have to do it when you get it"
The brand of home textiles must be differentiated. It is different from the world's home textile brands, because only the national ones are the world; it is different from the domestic home textile brands in the country, because only the distinctive ones have development prospects.
Brand persistence
From a time point of view, creating a good home textile brand requires a long process and requires an overall and lasting scientific operation. From the perspective of the history of international and domestic brand creation: the establishment of a mature brand is difficult to succeed in a short time. Some top international clothing brands have a history of creating brands for decades or even hundreds of years, while most domestic clothing brands It was founded in the last 20 years.
To start a brand internationally, it is not a matter of one or two years, but the effort of one generation, two generations, or even several generations. According to the survey statistics of 100 world-famous companies, as of 1996, in the history of world-famous companies: 36% were over 100 years, 23% were between 80 and 100 years, and 25% were between 50 and 80 years. Only 16% of those under 50 years old.
From the analysis of the results, the famous brand is by no means a lifetime system, and creating a famous brand does not mean that it is once and for all. A good image brand is not permanent, a good image always has a certain time limit. Creating a satisfying, high-quality image is inherently difficult, but maintaining it is even more difficult. You cannot imagine that the appeal of a famous brand is permanent. A brand's influence, unique brand orientation, unique cultural aesthetics, customer base, and vitality require constant innovation.
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