LED lighting enterprise "brand strategy" analysis
2014/12/05
In today's highly competitive lighting market, corporate brand strategy increasingly play a decisive role. With the continuous expansion of enterprise product line, whether it is a single or multi-brand strategy, brand strategy development, brand strategy gradually become the core content, but also decided the key to the success of the competition in the channel.Brand, as the name suggests, is a kind of identity production products are given, such as text, symbols, etc. in order to distinguish it from other similar products. Determined by the brand to convey to consumers of all business-related information, and therefore the brand will also be rooted in the minds of consumers, along with the formation of its intangible value. In fact, the change and development and corporate brand strategy is often the production and management are inextricably linked.
The so-called single-brand strategy is the business of all the products are used to name a brand. That is, when the enterprise product line expansion or cross-sectoral production when the newly added products using the same brand or brand extension under the same brand to produce the corresponding sub-brand and sub-brand. During the investigation, the reporter found a successful run single-brand strategy requires sustained corporate branding investment, to build the brand in the minds of consumers at the same time to create a good corporate image, usually only enterprises to establish early, product type is not rich, the production line is not perfect powerful, or enterprise development to a certain size, in the minds of consumers has become a stable value of the product, in order to centralize and full and effective use of corporate resources will use the case of single-brand strategy.
In fact, multi-brand strategy is the business of the production of each product is given a new brand in order to distinguish it from other brands strategy. During the investigation, industry sources told reporters that even if the production of the same type of product, in order to target different market segments and customers, companies will use different brands.
However, from the current status quo lighting brand development perspective, consumers are currently very few well-known brand lamps, brand building lighting industry is still in a state lag. How "well-known brands in the industry," developed into a "public well-known brand", how "big but not strong brand" developed into a "lamp famous brand", how "multi-brand" to "brand essence", these are before lighting business issue, but also an urgent need to address current industry issues.
