subject: Himfr Reports Lighting Enterprises Should Create A Distinctive Brand Personality [print this page] Now, many companies aim to achieve is often short-term sales and build long-term development rather than the brand, which makes the Chinese market is full of products and a variety of "brands" rather than the brand.
The short term, people will ask for your brand more than others, louder than elsewhere, and choose your product. But in the long run, consumers will gradually adapt and get used to you because of the stimulus and ignore your existence. This only short-term interests of the blind to brand advertising behavior, would seriously damage the brand's core values.
NVC, Huayi sales more successful, but the NVC, Huayi Lighting business model is not any one brand when they fit. Brand is a monopoly and possession of consumer preferences, and such possession from the brand personality. If the brand is not your character, it is difficult for consumers prefer their produce, it is difficult to form a popular brand of context and even more difficult to form a brand culture.
Looking at the success of global brands, their common feature is the core of the personality proposition. Many international brands are often counter-trend, anti-mainstream, alternative, which is the core essence of the brand through the social and cultural symbols found in some of the unique value system, stimulating some consumer awareness of potential consumers.
Concern is that these brands are daring to use the publicity personality element to the performance of its ideas, to let the brand's personality can be sustained to enable consumers to long-term trust.
Moderation in Chinese culture, awareness and consciousness of many brand managers to lead China's brand of conservative is not enough outstanding, fear of risk, fear of bounds, worry too prominent brand personality is difficult to control the direction of the brand. This has led many companies to shape the brand's personality is too tend to moderate. Such suits are invariably demands brands struggle, success, and sportswear brands are invariably demands of dynamic and enterprising. In the lighting industry, enterprises should strive to avoid being too moderate, not only common brand personality character creation.
Shaping the character of a brand starting from culture, from the consumer's mind consciousness, and not starting from the product. Therefore, the brand personality to shape the bold, daring sword to go the wrong front, to be able to challenge authority, must not fall into the conventional others, and to dare to create Zhiku, avant-garde, sexy brand, not the old-fashioned, boring brand.
In addition, the brand's personality set the tone, the need to continue to adhere to this direction to spread, rather than saying one thing today, tomorrow, said another.
Xiao Bian Comments: The current lighting industry quite a mixed bag, many lighting companies have begun branding awareness, but could not find a way to build brand. He certainly can give them the total number of words from Revelation: Brand Jiugen a person, to make people remember the character must have clear and avoid others, and not to be "three days of fishing, and starts." But one thing, companies have to pay attention: Do not blindly create a brand for the difference in the dead end, all consumers or to market-oriented.
