Good brand for enterprise

Brand has many meanings and functions, is a kind of credit, a widely sure, a promise, a duty.

(1) the role of brand in enterprise

1) storage function.Brand can help enterprise storage goodwill, image."Brand is a create, store, create and storage management process."

(2) the rights protection function.By registering the patent and trademark, the brand can be protected by law, to prevent damage to the reputation of the brand or others illegally trade brand.

(3) value-added function.Brand is a kind of intangible asset of enterprise, it contains features such as value, personality, quality can bring valuable products.Even the same product, different brand sticker, also can produce different prices.

(4) image creation function.Brand is the foundation of enterprise image, visibility and reputation, the product homogeneity of today, for the enterprise and products have personality, culture and many other special meaning.

(5) reduce the cost function.On average, to win a new customer's cost is to keep an existing customer cost 6 times, and the brand will be with customers to build brand preference, effectively reduce the cost of advertising and new product development.

(2) the role of the brand for consumers

(1) recognition.Brand can help consumers identify the brand of basic elements such as manufacturers, producing area, and to distinguish it from similar products.

(2) the guide function.Brand can help consumers quickly find the products you required, thus reducing the cost in the process of consumers in search of time and energy.

(3) reduce the risk of buying function.Consumers want to buy gratified flexibly product, also hope to be able to get the people around you.Choose a good brand credit risk can help reduce the risk of mental and money.

(4) the contract.Brand is to provide consumers with stable quality products and services, consumer is bought with long-term loyal behavior in return for manufacturers, the two sides eventually through brand formed a kind of contractual relationship of mutual trust.

(5) personality performance function.Brands can accumulate after years of development, unique personality and rich connotation, and consumers can purchase their own personality through consistent brand to show ego.

(3) the brand effect

Famous brand is well-known brands or a strong brand, and its enormous role depends on its brand effect.

(1) the aggregation effect.Famous brand enterprise or product will gain social recognition in terms of resources, social capital, talent, management experience, and even policy would prefer brand enterprise or product, make the enterprise aggregation of human, money, resources, and a good designer aggregation effect into full play.

(2) the magnetic field effect.Enterprise or become the famous brand products, has a higher visibility, especially after a high reputation, in consumers' mind set up high prestige, showing intense loyalty to the brand.Enterprise or product will be like a magnet to attract consumers, consumers will form the brand loyalty in this appeal, repeat purchases, repeated use, and the continuous publicity, and other brand products to the user will be under the famous brand product of the magnetic field force began to use this product, and may also become the brand loyal consumers, to further consolidate the brand strength, formed the benign cycle of the brand.

(3) derivative effect.Famous brand accumulation, aggregate enough resources, will constantly create new products and services, the derivative effect of famous brand to rapid development of enterprises, and constantly expand the market, occupy the market, to form a new brand.For example, haier group is in the field of freezer at first, become well-known enterprise well-known brands, to gradually to the polymerization of capital, technology, management experience and extended to the air conditioning, washing machine, TV, and other areas of the business.

(4) restraint effect.Designer will enhance enterprise's cohesive force.Such as China's lenovo group, called for a national brand of sichuan changhong and haier group of "tomorrow will be better", etc., their good image make life and work of the employees in such companies will have a sense of pride and honor, and can form a kind of enterprise culture, working atmosphere, to every employee morale, ambitious, stimulated make employees spiritual strength, to work harder, work seriously.Brand the restraint effect of aggregate energy from employees, wit, intelligence, physical and financial resources, make the enterprise get promoted.

(5) propaganda effect.After famous brand formation, can use famous brand visibility and reputation spread enterprise reputation, promote area image, even national image.Procter & gamble, for example, the well-known products, such as flying soft, head and shoulders, because people know these products and know the procter & gamble or deepened understanding of procter & gamble;Sichuan changhong group in the volume of fame not only promote the changhong company, also make people more to mention in sichuan province, make people understand the mianyang city, more concerned about the region;Haier electrical appliances to a famous brand in the world, the famous brand not only promoted the haier enterprise, also make the people of the world to see "HaierChina".

6. Drive effect.Driving effects designer refers to brand-name products to boost the development of the enterprise, famous brand enterprise by the city

Economy, regional economy and even national economy.Famous brand of driving effects can also be referred to as the leading effect, famous brand product or business as a leading impetus to the development of the enterprises, regional economic growth.In addition, the brand of product sales, enterprise management, enterprise expansion has a driving effect, this is the so-called "brand drive theory" in the world.

All landowners and stable effect.When a region's economic volatility, the stability of the designer on the one hand can drive regional economic development, on the other hand can have the effect of stabilizing the morale, makes a man, just, and other social resources not to drain away.

We saw the positive effects of famous brand at the same time, also want to see the negative effect of the brand.One is famous brand will attract many counterfeiters, did a lot of trouble to the enterprise, and even make the brand reputation.Second, the brand fame, awareness enhancement, image maintenance difficulties, if maintain undeserved, a negative evaluation, will be a great influence on brand reputation.These are we in building successful brands should pay special attention to the problem.