Lighting enterprises: should create distinctive brand

Now, many companies are often the goal of short-term sales, rather than building long-term development of the brand, which makes the Chinese market is full of products and a variety of "brand" rather than brand. In the short term, people will be more than others because of your brand, the voice of the larger than others to choose your product. But in the long run, consumers will gradually adapt to and get used to your stimulation and ignore your presence. This is only short-term interests, blind advertising to build brand behavior, will seriously damage the core value of the brand.

NVC, Huayi sales success, but Huayi, NVC mode is not any one of lighting enterprises to build brands are suitable. Brand is the monopoly and possession of consumer preferences, and this possession comes from the brand personality. If the brand does not have its own character, it is difficult for consumers to have a preference for it, it is difficult to form a popular, more difficult to form a brand context or even brand culture.

Looking at the global success of the brand, its common feature is the core of the personality proposition. Many international brands often anti trend, anti mainstream and offbeat, of which the core is the essence of the brand through the discovery of some unique social and cultural value of symbol system, stimulate the consumer awareness of certain consumer potential. It is noteworthy that these brands are willing to use the elements of publicity personality to express their views, so that the brand's personality can be sustained, so that consumers can long-term trust.

Chinese culture in the sense of moderation and a lot of brand managers conservative awareness led to the Chinese brand is not good enough to be afraid of risk, fear, worry about brand personality is too difficult to control the direction of the brand. This has led to a lot of enterprises in the brand personality shaping too tend to mean. For example, the name of the suit are stereotyped demands struggle, success, and sportswear brands are invariably demands vitality, enterprising. In the lighting industry, enterprises should strive to avoid this too mean, only the common character of the brand personality.

The character of a brand should be based on the culture, from the consumer's mind, rather than starting from the product. Therefore, the brand personality to be bold, dare to sword easy road, to be able to challenge the authority, do not fall into the stereotypes, others, dare to create cool, avant-garde, sexy brand, not conservative, boring brand. In addition, after the brand character set the tone, need to continue to adhere to the direction to spread, but not today said a tomorrow, said another.