Liu Niansheng
Brand building usually refers to a series of related activities and work engaged in cultivating and growing brands, with the main content of improving brand image, brand value and brand identity. Brand represents the level of quality and the strength of comprehensive competitiveness, and is an important resource in the market. To this end, promoting brand building and taking the road of brand development are the practical needs and objective requirements of governments, enterprises or organizations, and regional development. In actual work, it is crucial to grasp and apply the "six major elements" of quality, credit, culture, market, loyalty and efficiency.
1. Put quality as the core of the brand
Under normal circumstances, the formation of a brand must be based on a good quality foundation, quality support and quality assurance. Whether a product or service can become a brand, the "degree of meeting needs" (including subjective and objective, spiritual and material needs) plays a decisive role and is also an important measurement indicator. Without quality, a product or service, no matter how gorgeous its appearance and packaging, will not last long in the market, let alone become a brand. On the contrary, if a brand does not pay attention to quality reliability, quality improvement and development, its existing image and status will be lost or damaged sooner or later. Therefore, to cultivate brands and promote brand building, we must comprehensively implement the concept of quality first, embody quality in all employees, processes and areas, reflect quality needs, and strengthen quality control; at the same time, we must start from small, detail, and be precise. Work hard, strive for excellence, and integrate quality into work, products and services.
Three points should be grasped in the specific implementation: First, quality must always be put first. As a brand cultivator and producer, we must always implement the concept and requirements of "quality first" whether in macro or micro fields, or from the perspective of overall or individual development, and effectively integrate quality into culture and thought. and actions, everything should be implemented around the main line of quality, with quality as the core, such as strategic goals, planning and design, comprehensive management, etc., which should fully reflect the quality needs and quality cultural characteristics of products or services at different stages, so that brand quality The features are distinct and clear. Second, we must pay attention to quality basic support. The construction of quality infrastructure should be strengthened, quality technical services and applications should be strengthened, and the supporting and guaranteeing roles of measurement, standards, certification and accreditation, inspection and testing, quality management, patents, etc. should be effectively used to consolidate the quality foundation in brand cultivation and development. Third, we must focus on quality improvement and development. We should focus on the needs of sustainable long-term development to ensure that enterprises or organizations, products or services are compatible with economic and social development and people's growing needs for a better life, so that quality can develop and adapt while constantly adapting, so as to Effectively condensed into the core of the brand.
2. Treat credit as the nature of the brand
Products and services have specific functions for people to consume or produce, and are also produced and provided by people. Therefore, when people use a product or receive a service, they will inevitably have two feelings: one is the direct feeling of the product and service itself, such as the experience of functions and functions; the other is the experience of the product and service provided. The indirect feelings of the service enterprises or organizations and producers, such as the perceptual understanding and impression of business behavior, values, spiritual culture, etc. These real and objective "feelings" are actually the source of credit. Brands are built on the basis of good credit. Being trustworthy and trustworthy are the basic requirements for a brand and are also the basic attributes that a brand should have.
A mature brand usually not only has good-looking and easy-to-use functions, but also makes people use it with confidence, worry-free and comfortable. Therefore, for products and services to become brands, the most basic requirement is that they must provide the market and users with continuous and optimal feelings and experiences. For example, the performance must be consistent with the indicators, and unreachable and unavailable functions cannot be infinitely enlarged and famous. Really inconsistent. At the same time, we should keep pace with the times, continuously improve and enhance quality, be demand-oriented, continue to innovate and develop, and avoid being self-satisfied and content with the status quo. If an enterprise or organization wants to build a brand, it must inject essential concepts such as meeting needs, social responsibility, and goal pursuit into its products and services. It must strengthen the credit system and mechanism in the entire process of product operation, production, sales, and service, and fully implement honesty and integrity. The requirements and principles of trustworthiness include not daring to break trust, not being able to break trust, and unwilling to break trust, and the promised matters must be fulfilled. Do not cheat, do not pass off inferior products, do not pass fakes off as genuine, do not take advantage of opportunities, and strive to ensure that products and services are authentic and reliable. , credible.
3. Taking culture as the soul of the brand
The development and formation of a brand is not without reason. It is historical and conditional, and is the result of a variety of internal and external factors. Culture plays an important linking role in this. Brand culture contains the persistence and continuous pursuit of beautiful things. It is a history of development, successful experience, mature management systems and mechanisms, a spirit or fine tradition, etc. Therefore, in a certain sense, brand culture is historical, realistic, and future-oriented. From a morphological point of view, brand culture is mainly something in the realm of consciousness and spirituality. It is a reflection of an enterprise or organization, products and services. However, at the same time, it plays a leading, guiding, promoting and promoting role in brand development. Therefore, a successful brand, whether it is an enterprise or organization, product or service, has its own unique cultural awareness, cultural spirit, and cultural characteristics. This is actually the "soul" that leads the brand to continuous development and success. Huawei's corporate spiritual culture of pursuing excellence, seeking truth and being pragmatic, enduring hardship and hard work, fair competition, reasonable distribution, respecting individuality, and uniting and working hard have injected vitality and vitality into Huawei's success. In the past 70 years, China Railway Bridge Bureau Group Co., Ltd. has formed the five milestone bridge spirit of "remaining true to the original intention, working hard, inheriting and innovating, adhering to quality, and pursuing dreams at speed", the enterprise spirit of "crossing the chasm and surpassing ourselves", "people-oriented, operating with integrity" , excellence, continuous innovation" core values, the quality concept of "careful craftsmanship, century-old quality", the safety concept of "building a safe bridge, building a safe bridge", the environmental protection concept of "building a green bridge, building a green bridge", etc., This enables the company to continue to succeed in its continuous efforts and create the brand of "World-class National Bridge Construction Team". Therefore, to cultivate brands and promote brand building, we must pay attention to cultural inheritance, habit formation, system establishment, and spiritual cultivation. We must establish clear development goals, directions, and value pursuits that are compatible with economic and social development and widely recognized and accepted by society. , in order to condense the unique cultural characteristics and make the brand rich in ideas and more dynamic.
4. Use the market as the soil for brands
Brands are formed and produced by enterprises or organizations, products and services in market operations and transactions, but it does not necessarily mean that they can be established as long as they enter the market. Become a brand or be called a brand. Good market reputation, appeal and continuous market acceptance and recognition are the basic conditions that a brand must have. Cultivating brands and promoting brand building is to embed enterprises or organizations, products and services into the large market, so that they can continuously adapt to the environment and absorb energy, and take root, sprout, grow and strengthen in the continuous experience of wind and rain. To this end, efforts should be made to create conditions in three aspects: First, enterprises or organizations, products and services must be supported to actively participate in market competition. Bravely face the market to show your own image, features and characteristics, actively accept market tests and challenges, and develop market behaviors that develop in competition and actively participate in competition during development; you should strive to master market operation techniques and methods, grasp market laws, and continuously Optimize development through "adaptation-improvement-adaptation", continuously expand, enhance and consolidate its market position, and expand market influence and visibility. Second, we must support enterprises or organizations, products and services to develop their internal capabilities and become better, stronger and bigger. We should continue to improve ourselves, improve internal quality, meet market demand through various channels and methods, and strive to gain a firm foothold in the big market; we should strive to innovate in consolidation and develop in innovation, and constantly stimulate vitality, improve capabilities, and strengthen strength. At the same time, we should make material and spiritual preparations for continued promotion, long-term management, and protracted war. Focus on accumulating bit by bit, accumulating small amounts into great achievements, proceeding steadily and steadily, and do not rush for success, quick success, or be too hasty or blindly advance. Third, the market development environment must be optimized. In accordance with the unified deployment and requirements of the central government, we will strive to build a unified market with high efficiency, standardization, fair competition, and full openness, strengthen market supervision and services, purify the market atmosphere, and ensure that the best will prevail and the weak will be eliminated, and the capable will be promoted and the weak will be eliminated. The best and capable ones have broader development space and more development opportunities, so that there is no place for counterfeit and shoddy products, so that enterprises or organizations, products and services can face the market without distractions, and achieve themselves and become stronger in fair and effective competition. brand.
5. Loyalty as the pursuit of the brand
Brand loyalty, in short, is trust, trust and continued good experience. It is a unique personality characteristic and influence.
It mainly contains two meanings: on the one hand, the brand must be loyal to the market, constantly meet user needs, and maintain good quality; on the other hand, the brand must gain high recognition from the market, making users dependent and continue to have a good impression, and have loyal customers. users and sufficient user groups. In layman's terms, a successful brand must be a brand that is dedicated to users and can win users and be loved by users. Therefore, cultivating and developing brands requires that brand entities must be both internal and external. They must not only have good quality and image, but also have good reputation and reputation. They must continue to pursue and strive to improve brand loyalty. Specifically, efforts can be made in three aspects: First, the brand body must be made solid and strong. Management should be strengthened, standards should be strengthened, operations should be standardized, and quality and quantity should be maintained to ensure that the brand entity is sound and healthy, integrating advantages, and ensuring that it can withstand multiple inspections and be worthy of its name. Second, we must keep pace with the times and develop innovatively. We should constantly adapt to the development situation, constantly meet social needs, develop while adhering to quality, and innovate and improve quality during development, so that brand entities can continue to maintain vitality and competitiveness. Third, communication must be strengthened. A harmonious and close relationship between the brand subject and the object should be maintained, communication channels should be kept open, and communication methods should be flexible so that brand issues can be resolved promptly and effectively, market demands can be met promptly and effectively, and innovations in supply, quality, and quality should be ensured to be more timely and accurate.
6. Take efficiency as the goal of the brand
The goal of the brand is multi-field, multi-directional and multi-level, but it is direct, universal and provides practical support for development. It should be economic and social benefits. People often talk about "brand premium" and "brand added value", the core of which means that in addition to its intrinsic value (use value), the brand also has extrinsic value (cultural value). The value of brand products and services is higher than that of ordinary products and services. This is the premium and added value of the brand. At the same time, value is also generated by investment, and so is brand value. From a market perspective, in the development and growth of enterprises or organizations, products and services, there is actually an infinite cycle of "input-value-benefit-reinvestment", which in turn promotes production and development. If only the input has no value, then the input is unsustainable and the cycle cannot be formed; if there is input and there is value, but it cannot produce benefits or produces negative benefits, then the final investment cannot be sustained and the value cannot be regenerated. , the loop will also be aborted.
It can be seen that in the process of movement and development of enterprises or organizations, products and services in the market, input, value and benefits are indispensable. Without any one of these elements or links, operation will be impossible. All will stop. Therefore, when cultivating and building a brand, on the basis of focusing on investment and pursuing value maximization, we must also focus on efficiency and pursue the best efficiency. At the same time, efficiency should also be used as the core indicator for achievement testing. Only in this way can brand building build a virtuous cycle of development, obtain a steady stream of power support and capital support, and achieve a seamless connection between immediate goals and long-term goals; and a brand can have continuous self-improvement and self-transcendence. Competitiveness and profitability, continue to grow and achieve continued success.
(Author’s unit: Hubei Provincial Market Supervision Bureau)
"China Quality News"