Small And Medium Enterprises Should Not Be "Brand Mentality" When They Create Brands.

< p > it is said that the word "tyrant" originated from a certain paragraph: the young man asked the Zen master: "master, I am very rich now, but I am not happy at all. Can you advise me how to do it?"

The Zen master asked, "what is wealth?" the young man replied, "there are 8 figures in the bank card. Are there 3 apartments in Wudaokou that are not rich?"

"No, tyrant, can we be friends?"

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P, on the other hand, we can not be so snobbish. After all, China's private economy is still in the middle of hundreds of thousands of developing small and medium-sized enterprises.

Many small and medium-sized enterprises rely on the opportunity of China's rapid economic development to enter the business world, and have completed the < a href= "//www.sjfzxm.com/news/index_c.asp" > original capital accumulation < /a > through processing or trade.

With the increasingly fierce competition, the era of brand consumption is coming. Many small and medium-sized enterprises are facing their own pformation and upgrading. The boss is also facing the opportunities and challenges of branding.

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< p > when the problem arises -- < /p >

< p > some bosses made great achievements in the early years by relying on their fearless and fearless enthusiasm, and made brilliant achievements. They set up brilliant entrepreneurs in the eyes of others.

Just because of the brilliance of the past, some bosses in the process of creating brands consciously or unconsciously reveal "the mentality of local tyrants": is it not a brand? "35 years" is not a difficult thing! They do not respect the science of brand creation at many key nodes of the "a href=" //www.sjfzxm.com/news/ index_c.asp "brand" /a, which is too much for granted.

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< p > these bosses often have an urgent state of mind, that is, they hope to create a successful brand in a short time. Therefore, they usually worship all the "brand masters" in the country and value the short-term advertising bombing or hype. The strength is directly called the master "Ming Xing" + "CCTV" + "crazy bombing".

But in fact, building a successful brand is a complex and long-term project, which includes the overall strategic planning, brand concept building, visual image design, channel development and management, and other long-term work, including continuous improvement of products, services and consumer communication in response to the market environment and customer needs.

A brand may be born with an advertising campaign, but a strong brand must be tested over a long period of time.

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< p > the greater the amount of investment, the better, but the small and medium-sized enterprises lacking in strength should not be too jealous of the "local tyrants" enterprises. The reason why the brand competition is full of magic is that any competitive weapon and strategy and tactics have the method of < a href= "//www.sjfzxm.com/news /index_c.asp" to restrict /a.

One element of competition restricts another element of competition, and what our competitors fear is what we do. This is also the quintessence of Feng Shang Yi brand's "brand evolution" theory.

For example, small and medium-sized enterprises should use speed to fight against scale, use channels to block brands, use value added PK to add value, use market opportunities to make up for insufficient resources, and use "human sea tactics" to fight against "money sea tactics".

These are commonly used means of brand evolution, such as "millet phone" is the use of ultra-high performance price ratio and < a href= "//www.sjfzxm.com/news/index_c.asp" > network sales < /a > two sharp knives, to achieve the traditional brand mobile phone admiration height.

Only a solid brand built by step by step will have vitality. Otherwise, the brand built on the basis of advertising bombing is built on the dunes. The foundation will not be secure and will eventually be dangerous.

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< p > most small and medium-sized enterprises make brands because they are small in capital, small in scale, weak in competitiveness, lack of team and experience, and should take brand value as a link and channel construction as the core. They should think about the different levels of business strategy, marketing, enterprise resources support and so on.

Never mind the mentality of "local tyrants". Don't expect a master, an advertising campaign or a film to quickly become a brand.

On the contrary, I appreciate the "cock silk mentality" of some enterprises that "make brand is to make long-term investments", and start from the basic work of products, services, experience and so on.

At the same time, continuous innovation, including technological innovation (even micro innovation), management and service innovation, the use of social media "a href=" //www.sjfzxm.com/news/index_c.asp "communication innovation < /a > and so on, has gradually promoted the operation of enterprises to the core of brand management, inject vitality into the brand, continuously bring satisfaction to the target consumers, even create surprises, and gradually grow from regional brands to national brands, and gradually develop into strong brands.

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< p > only in this way can small and medium-sized enterprises become an authentic "local tyrant" without fear of any brand competition at home and abroad. < /p >