Brand to ensure the exploration of new areas of brand building

Brand is the concentrated expression of the comprehensive quality and ability of enterprises, and it is the carrier of enterprises to participate in competition and the source of efficiency. Cultivating brands has become a strategic task for China to accelerate transformation and upgrading and build a manufacturing power.

With the deepening of brand building, the concept of brand management has been widely accepted. However, brand assurance is still a new concept. Although it is not a new vocabulary, here, the brand guarantees an innovative connotation. This innovation stems from the understanding of the brand and the practice of brand cultivation.

The understanding of the brand is a matter of opinion, and many dimensions and numerous stories have brought the brand a mystery. To cultivate a brand scientifically, we need to recognize the essence through appearance. According to the “Guidelines for the Implementation of Brand Cultivation Management System” issued by the Ministry of Industry and Information Technology, the essence of the brand is the customer perceived value, including material value and spiritual value. Cultivating the brand is the process of improving customer perceived value. According to this line of thinking, the Ministry of Industry and Information Technology has organized nearly 5,000 enterprises to pilot the brand management system and achieved remarkable results. Pilot companies focus on improving customer perceived value, systematically managing brand strategy, resources and processes throughout the design, development, manufacturing and marketing services, and enhancing brand management capabilities.

Perceived value consists of two keywords: value and perception. In the practice of brand research and support promotion pilots, we feel that many companies understand the “value” and act effectively, and carry out activities such as market research, innovation and development, quality improvement, differentiated positioning, and personalized service. System, effective value improvement path. However, for “perception,” some companies are confused. Although improvements have been made through activities such as brand image design and brand advertising, there is a general lack of a scientific system path.

“Perception” is the process of making customers feel brand value and build trust. Studies have shown that the main reasons for the company to fall into the "perception" confusion are: lack of a concept, a fulcrum, a ladder and a model.

A concept refers to the customer's requirements for brand management. Just as the customer asks for the quality management of the company, the customer has the right and should make a request for brand management. For a long time, brand management has been regarded as an internal behavior of the company. The requirements of customers for corporate brand management have not been clearly recognized, but such requirements are objective and reasonable. The customer chooses to even loyalize a brand to take risks, that is, the risk that the value of the selected brand is difficult to maintain. For example, Volkswagen’s investigation of exhaust emissions in the United States has jeopardized the interests of all Volkswagen brand users, reflecting a comprehensive reduction in material and spiritual values. To circumvent this risk, it is not enough to simply select products and services. Customers need the ability of the company to continuously maintain and continuously enhance the brand value, that is, brand management capabilities.

A pivot is the “basic requirement” of the customer for brand management. Each customer has different requirements for corporate brand management, looking for common ground from differentiated requirements, and as the basic requirement of all customers for corporate brand management, it is beneficial for enterprises to meet these requirements and obtain the basic trust of customers. Of course, such basic requirements can be determined in a standard form.

Customer-to-business brand management requirements will involve the entire process of corporate brand management. For example, customers will require the company's brand strategy to be compliant, forward-looking, and clear to ensure long-term stable development of the brand; customers will require the company to manage the brand-related resources to ensure the continuity of brand cultivation; customers will require The company is committed to enhancing customer value in the whole process of production and operation; customers will require enterprises to manage brand communication activities to ensure that information is true and effective. Of course, customers will also require enterprises to do a good job in intellectual property protection, cooperate with the fight against trademark infringement, and guarantee the value of genuine brands.

A ladder emphasizes differentiation to meet customer requirements. Satisfying customers' basic requirements for brand management can establish basic trust, which is a necessary but not sufficient condition for customers to accept brands. Enterprises also need to improve their brand management capabilities to meet customers' differentiated requirements for brands on a larger scale and to a greater extent, in order to surpass competitors, enhance customer trust, and strive for customer loyalty.

A pattern refers to the method of verification. There are three ways to prove the brand management ability of a company: enterprise self-declaration, customer review or certification, and social self-declaration and certification. The certification is strong, but it can only be used to verify that the company meets the basic requirements of brand management. Self-declared credibility is weak, but can be used to demonstrate an organization's ability to meet basic and differentiated requirements.

In summary, the brand guarantee, that is, the activities carried out to prove that the brand management requirements are met, has become a topic worthy of further exploration in brand building. Brand guarantee not only innovates the concept of brand building, but also builds the fulcrum of “trust”, the ladder of “loyalty” and the mode of “confirmation”. At present, the Ministry of Industry and Information Technology has proposed that the China Aviation Integrated Technology Research Institute will work with relevant units to study and formulate national standards for “Brand Management System Requirements”. This standard reflects the idea of ​​brand guarantee, puts forward the basic requirements of brand management, and has the conditions for self-declaration or brand certification of corporate brand management. After the publication of this standard, it will be matched with the guideline technical documents or standards of brand management. The “Guide” is used to guide enterprises to improve their brand management capabilities. The “Requirements” are used to guide enterprises to verify their brand management capabilities and to improve the content and means of brand building.

Of course, setting a standard does not mean establishing a brand guarantee system. It also needs to conduct in-depth research on standard publicity, self-declaration mechanisms, and certification systems to explore a viable and effective brand guarantee model.

China's industrial brand building has its own characteristics, and well-known brands are still relatively few. More brands are at the critical stage of being “perceived” by customers, confirming brand management capabilities and winning customer trust. Even if it is already a well-known brand, it needs to constantly differentiate to meet customer requirements, enhance trust and build customer loyalty. Therefore, brand assurance is not only an objective need for brand cultivation, but also a scientific component of brand work. In-depth research on the field of brand assurance will definitely create a new field of brand building, which is of great significance for accelerating the creation of competitive, high value-added independent brands.

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