Successful brands are generally based on high-quality products, and a wide range of cognitive, creative, and legendary stories form the brand under four conditions. No matter what industry, brand influence is closely related to the survival of the company. For coating companies, brand building and image-building are directly related to the fate of the company and are related to whether this enterprise can be "permanently established." However, building an influential brand is not a simple matter. Nowadays, many paint companies are blinded to development mistakes because of their quick success. So, where does the problem of brand building of coating companies appear?
Heavy corporate image, light product image The corporate image is a combination of product quality, supporting services, corporate reputation, core technology, and innovation capabilities. In these links, the most important thing is the quality of the product. Only by producing high-quality products can paint companies gain reputation and products can be favored by consumers and win the market. However, most paint companies today only pay attention to the external image of the product and do not pay attention to the internal image of the product. What consumers see is not which paint has strong strength and high reputation, which is why companies have invested huge amounts of advertising in the golden time of a certain media, and rarely see companies promoting product quality. If the quality of the company's products is not guaranteed, then after the first purchase, consumers will no longer have the desire to purchase for the second time. Of course, it is not necessary for paint companies to run in the opposite direction: they only emphasize product image and ignore corporate image. Because the external image of the company is as important as the internal image of the product.
However, paint companies should also pay attention to the competition for market share, mainly depends on the internal image of the product that is the construction of product brands, not just the corporate brand image. After all, consumers buy products, not the company's reputation. Similarly, it is not only a brand, but also a quality, that dealers join the agency.
Product over-promotion, ignoring after-sales service promotion as an important means to increase sales or stimulate sales, has been widely used in the paint industry. It is very effective to occupy the market through promotion and increase brand awareness, and consumers are happy to see it. However, if they are over-promoted, once consumers become bored with such promotions, their buying enthusiasm will fall to the freezing point. Some companies promise to “guarantee quality and provide services†to consumers when they sell products. However, when consumers have purchased products, when problems arise, companies try their best to shirk their responsibilities and even take an inadmissible attitude. Before and after the great difference. The serious consequence of this is that the brand image of the company is damaged.
In fact, no company does not want to do a good after-sales service. However, after-sales service, only one customer management system, it requires a lot of financial, human and material resources. Moreover, if after-sales service management is too rude and the customer's information does not reach the level of marketing services, companies cannot subdivide the market, thus wasting the financial resources of the company. Therefore, some companies ignore the after-sales service.
Only focusing on product prices and ignoring product value in wave after wave of price wars, current consumers and distributors have already become “eye-catchersâ€. They can easily identify the authenticity of products and the nature of price wars. . If consumers spend a small amount of money but cannot buy "decent clothes," then the price war will lose its appeal. On the contrary, consumers would rather spend more money to buy a truly worthy product.
It is understood that some paint manufacturers are fighting for a limited market share, do not hesitate to seduce consumers with the price of "blood". The consequence of this is that companies can only pay a terrible price for their blind behavior, which is loss. Of course, the reasons for these situations are many. Vicious competition in the industry and the mentality of individual companies playing with fire may all trigger price wars. When prices fall to the limit, companies that use this "speculative" approach will certainly fail.
Therefore, paint companies should change their thinking, start from the quality of the product, and produce truly valuable products, so that “one penny and one goodsâ€, the best effect is to achieve “a lot of moneyâ€, then The profit of the company has become a necessity. Therefore, the company must make the product value and price in a state of balance, and truly create a brand for the company and build a business.
Heavy corporate image, light product image The corporate image is a combination of product quality, supporting services, corporate reputation, core technology, and innovation capabilities. In these links, the most important thing is the quality of the product. Only by producing high-quality products can paint companies gain reputation and products can be favored by consumers and win the market. However, most paint companies today only pay attention to the external image of the product and do not pay attention to the internal image of the product. What consumers see is not which paint has strong strength and high reputation, which is why companies have invested huge amounts of advertising in the golden time of a certain media, and rarely see companies promoting product quality. If the quality of the company's products is not guaranteed, then after the first purchase, consumers will no longer have the desire to purchase for the second time. Of course, it is not necessary for paint companies to run in the opposite direction: they only emphasize product image and ignore corporate image. Because the external image of the company is as important as the internal image of the product.
However, paint companies should also pay attention to the competition for market share, mainly depends on the internal image of the product that is the construction of product brands, not just the corporate brand image. After all, consumers buy products, not the company's reputation. Similarly, it is not only a brand, but also a quality, that dealers join the agency.
Product over-promotion, ignoring after-sales service promotion as an important means to increase sales or stimulate sales, has been widely used in the paint industry. It is very effective to occupy the market through promotion and increase brand awareness, and consumers are happy to see it. However, if they are over-promoted, once consumers become bored with such promotions, their buying enthusiasm will fall to the freezing point. Some companies promise to “guarantee quality and provide services†to consumers when they sell products. However, when consumers have purchased products, when problems arise, companies try their best to shirk their responsibilities and even take an inadmissible attitude. Before and after the great difference. The serious consequence of this is that the brand image of the company is damaged.
In fact, no company does not want to do a good after-sales service. However, after-sales service, only one customer management system, it requires a lot of financial, human and material resources. Moreover, if after-sales service management is too rude and the customer's information does not reach the level of marketing services, companies cannot subdivide the market, thus wasting the financial resources of the company. Therefore, some companies ignore the after-sales service.
Only focusing on product prices and ignoring product value in wave after wave of price wars, current consumers and distributors have already become “eye-catchersâ€. They can easily identify the authenticity of products and the nature of price wars. . If consumers spend a small amount of money but cannot buy "decent clothes," then the price war will lose its appeal. On the contrary, consumers would rather spend more money to buy a truly worthy product.
It is understood that some paint manufacturers are fighting for a limited market share, do not hesitate to seduce consumers with the price of "blood". The consequence of this is that companies can only pay a terrible price for their blind behavior, which is loss. Of course, the reasons for these situations are many. Vicious competition in the industry and the mentality of individual companies playing with fire may all trigger price wars. When prices fall to the limit, companies that use this "speculative" approach will certainly fail.
Therefore, paint companies should change their thinking, start from the quality of the product, and produce truly valuable products, so that “one penny and one goodsâ€, the best effect is to achieve “a lot of moneyâ€, then The profit of the company has become a necessity. Therefore, the company must make the product value and price in a state of balance, and truly create a brand for the company and build a business.
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PERFECTS ENTERPRISE LIMITED , https://www.chibelco.com