The status quo of super-hard materials is not a stumbling block to the development of the industry. Although there are hundreds of schools contending, there are not many companies that are worthy of the industry. Most companies only put the enterprise benefits in the first "brand". Although there are many promotion platforms today, such as the Internet, newspapers, magazines, etc., most people in the industry do not realize the role of brand promotion. It is true that, to a certain extent, the improvement of benefits has provided sufficient funds for the development of the industry, but it is also likely to cause high and low industrial values. In contrast, if you can focus on building a good brand, it will not only solve the financial problems of enterprise development, but also get long-term stable benefits. 
“Brand†– a term that is constantly sought after by people in society, always brings unlimited development space to the occupants. People often pursue brands in their lives. They feel that brands are rich expressions and symbols of strength. So, what is the brand? What is the significance of brand building? Simply put, the brand has two meanings. A brand in the general sense is a name, a noun, a symbol, or a combination thereof. The purpose is to identify a seller or a group of consumers' products or services and distinguish them from competitors' products and services. The definition of brand strategy development is a kind of image recognition, feeling, quality cognition, and customer loyalty expressed through these results through the above factors and a series of market activities. It is an intangible asset. So at this time a brand appeared as an intangible asset. Not only do people pursue their brands, but companies also hope to build their own brands and remain invincible in the brutal competition of the economy. Vigorously promoting industrial brand building is of great significance for promoting the development of the national economy. For the enterprise, the brand is the embodiment of the core value. A company that creates a good image for its own brand means the embodiment of a good management system for this company. A brand is a discriminator that identifies goods. The design of the brand has distinct characteristics, often containing graphics, words and so on to represent the characteristics of the enterprise itself. For example, once people talk about "McDonald's", they will naturally associate with the old man with a smile. The brand is the guarantee of quality and credibility, and can compete in the competition of products and lead the way. The brand is the cash cow of the company, because after the formation of the corporate brand, the price will become very secondary. For example, Coca-Cola's total sales in 1999 were $9 billion, and its profit was 30%, except for 5% of the profits from asset investment, and the remaining $2.25 billion was the benefit that the brand brought to the business. This shows how powerful the brand is. In the market economy zone, brand functionality can shorten the process of consumer purchase decisions. Nowadays, there are more than a dozen or even dozens of brands for each kind of goods. Consumers often cannot make correct judgments when they purchase for a short period of time, so they are more inclined to buy brands they know well. Second, the brand can transcend the life cycle of the product and is an intangible asset. If a consumer is dependent on a brand, then the brand's leadership in his mind is likely to remain the same in the long run. To this end, the Boston Group studied market-leading brands in 30 major categories of products, and finally found that brands that had enjoyed a reputation in 1929 still dominated in 1988. Therefore, the brand can last for a long time. The brand's misunderstanding brand is not made by itself. We often hear "to be a big brand" and so on, as if the brand can also be made with physical machinery. In fact, it is not the consumer's interest identification through the public relations - public relations and other means of long-term shaping, but also the value of human psychological and emotional identity. China's brand building China's brand building can be roughly divided into five stages: First, the natural sprouting stage (before 1992) This stage has the longest experience, and most of the brands produced during this time have experienced a long time. The products produced after the competition. The “Shanghai Famous Brand Project†initiated by the Shanghai Municipal Government in the 1980s is a powerful testimony of the government guiding enterprises to develop brands. Second, the media birth stage (1993---1997) 1992 is an epoch-making year, Deng Xiaoping's southern tour opened a new prelude to China's reform and opening up. The market economy has set off a new upsurge. In 1988, the Sun God took the lead in using the VIS design and promotion in the CIS strategy and achieved great success. This was once a life-saving straw to solve the corporate dilemma. At the same time, the "Wenzhou model" is maturing. The "brand" was the initial understanding of the "brand" of the company's products. Third, the marketing concept and practice stage (1998----2002) During this time, marketing became the spoken language of business activities. Market competition has begun to intensify. The company itself began to focus on the brand and tried to find the answer from the book. Fourth, the positioning theory stage (2003----2005) This is an era of positioning. Since the publication of the book "Positioning" and later "New Positioning", "Marketing Revolution" and "Marketing Warfare", people have to position themselves. Because it is necessary to learn to position when building a corporate brand, this is the beginning of the brand strategy. V. Brand Marketing Management Stage (2006-present) A company that is interested in brand building can only recognize the importance of brand management from the height of marketing management and give the brand an absolute position in the development of the company. Continuous development. To develop superhard materials, we must take the road of brand building. This is not only the result of market competition, but also the requirements of the era's own sustainable development. Although the super-hard materials industry already has some world-renowned brands like the Yellow River Cyclone, Yu Diamond, and Zhongnan Diamond, it is still a lot of money for the whole industry. So, how can small and medium-sized enterprises like superhard materials build their own brands? The 12 golden rules of brand building implement brand strategy. What enterprises want to see most is low risk, low investment and quick results. As long as the company's core business needs can be solved, it will lay the foundation for the brand's strategic deepening. Fast and effective brand promotion by superhard materials companies must comply with the 12 golden rules. 1. Start with the basic characteristics of the product to create a brand This is a relatively convenient and time-sensitive way. For example: In the 2001 drinking water battle, Robust proposed the “27-layer purification†concept of mineral water, “every drop of Robust's water has been purified through 27 layers, which is truly pure water. "As a slogan, consumers can intuitively feel the purification process of Robust, and create a concept of "pure" that is unparalleled in drinking water, and has won the trust of consumers. 2. Start from the product directly to the consumer's benefits, efficacy, and feelings to build a brand. This is the most appealing method that directly affects consumers. Example: In the beer industry, consumers often want to get fresh products, such beer tastes mellow and hops are prominent. Ningbo KK Group's “one-week pure draft beer†takes “fresh†as the first appeal point and “week†as its brand name, thus consolidating the position of KK beer in the market. 3. Starting from the product "concept innovation" to build brand power This rule refers to the use of advertising to make the product concept "jump out" when the product is difficult to open in a certain category of its own, in order to compete in the market. It occupies a new position. For example: When the big names in Pepsi and Coca-Cola are fighting for the title of "King of Coke", the concept of "Fokeless" of Qixi will give consumers a deep impression after a new concept. 4. Innovate from the product sales channel to create brand power Emerging distribution channels often bring new customer expectations, and will affect costs, and even save costs by 10% to 15%, thus creating cost advantages. For example: We know that shampoos can usually be bought in supermarkets, but Xi'an Janssen's “Tao Deshisha Shampoo†has transferred sales channels from supermarkets and shopping malls to pharmacies. The slogan “Buy the music, go to the pharmacy†has rapidly increased the “Chai Shampooâ€, which was originally sold. In hospitals and pharmacies, the same type of anti-dandruff products are simply too few, which undoubtedly adds a strong weight to its competitiveness. 5. Start with brand and service factors. For example, we remember that 2001 was a very bad year for the IT industry. At that time, the ordinary Pentium 4 computer was also priced at about 10,000 yuan. The Shenzhou computer that just debuted was not easily boarded by CCTV. The straightforward slogan "4888, Ben 4 computer to go home" touched countless consumers. This private enterprise, which was unexpectedly debuted, has staged the magic of “Shenzhen Speed†in the highly competitive PC industry. 6. Starting from the perspective of enterprise history, culture, and industry status, the example of brand power: The wine cellar group used in Guojiao 1573 was built in the first year of Wanli in the Ming Dynasty, that is, in 1573, it has been used continuously and is known as the Chinese liquor culture. Living cultural relics and “national shackles†are included in the Guinness Book of World Records with the longest preservation and longest duration of use. "Guo 1573" apparently drunk a group of people with its heavy wine culture. 7. Starting from the standards of the industry: from the first water purifier in the world's first water dispenser in 1998 to the development of the world's first non-heating water dispenser in 2005, in just a few years, the Gion Group consists of From large to strong, it has rapidly grown into a leading company with an annual production capacity of 5 million water purifiers and 3 million water dispensers. In 2006, Gion was awarded the “China Famous Brand†for drinking fountains and the “China Famous Brandâ€. The courage of Gengyuan to break the standard is admirable, and its sales have surpassed the famous "beautiful". 8. Starting from the perspective of market competition, to create brand power: In the instant noodle market, when Master Kong still occupied 60% of the market share, “unification†was less than 10%. Although “unified†put a lot of advertisements, it had little effect. . In the end, "unification" began to attack with all strength, and the "unified 100" was overwhelming. However, Master Kong soon responded with "Facemaster 120". As a result, when consumers were still choosing 100 or 120, "come one. The barrel was born out of the world, with its unparalleled benefits to the consumer. 9. Starting from the characteristics of the target consumer market to create brand power: Wahaha through CCTV's large-scale advertising, with the spokesperson Wang Lihong actively participate in the ground promotion activities, only three months, "activate" this product has been successfully pushed Markets across the country. From March 8th, 2004, Wahaha began to launch this market expansion battle. By just 8 months on July 8, the sales volume of “Activation†exceeded 13 million boxes. They just seized the 18--35-year-old fashion consumer and won a high market share. 10. Start to build brand power from specific use places, consumption environment characteristics, and on-site experience. This rule is mostly an abstract sensory element. The difficulty of application is relatively large. However, the successful cases are all classics. For example: In 2003, the farmer's orchard's brand communication appeal not only got rid of the beauty route, but also was different from the role marketing of “Querâ€. The Farmer Orchard completely abandons the so-called image spokesperson, and uses an action as its unique brand identity – that is, “shakeâ€. 2003 was the juice year for the beverage industry. After three years of carbonated beverages, bottled drinking water and tea beverages, the farmer's orchard has quickly become one of the first group in the juice beverage market with its unique “shakeâ€. 11. Start from the perspective of “intimidation†consumer psychology. The so-called “intimidation†is based on product efficacy (function, use), detailed analysis and enumeration (including such direct and indirect) Symptoms (signs), a method of in-depth analysis and explanation of the serious consequences of various symptoms. For example: Jiuxin Group has sensationally proposed the concept of locusts in the process of promoting the new skin cream, and listed a variety of ways of locust infection (such as husband and wife infection, parental infection, mother-child transmission, etc.). Effective. When the advertisement came out, it immediately caused many women to panic and rushed to buy. Further enhance the credibility, and increase the instrument detection means at the promotion site. Under the microscope, it can be seen that people are squirming. The Jiuxin Group, which has not been seen by all, has a profit of nearly 400 million yuan. Then, Jiuxin launched a series of products such as Yuting Soap. 12. Enhance brand power from the perspective of current affairs and trends. Social events, including political, sports, cultural, social, economic, and so on, are opportunities that companies can take advantage of. For example: After Liu Xiang won the championship, he signed the image of Baisha Group, Baisha took advantage of the situation to push “My Heart Flyingâ€; and in early March 1999, when Bill Gates met in Shenzhen with domestic information, home appliance giant Lenovo, Haier, BBK Four companies and four companies launched the "Venus Plan", but in the absence of product launches, Hisense first launched the network set-top box products, becoming the first drop in the "Venus" thunder, quickly became the media The sought-after object formed a "Hisense fever." Policy guidance Of course, the construction of the brand also requires policy guidance. If the government does not pay enough attention, it is also useless for companies to scream the slogan. On July 26, 2011, the Ministry of Industry and Information Technology, the National Development and Reform Commission, the Ministry of Finance, the Ministry of Commerce, the People's Bank of China, the State Administration for Industry and Commerce, and the General Administration of Quality Supervision, Inspection and Quarantine jointly issued the "On Accelerating the Brand of China's Industrial Enterprises." Construction guidance. Provided policy support for companies to implement brand strategy. The construction of super-hard material brands is not a one-off event. The brand is ultimately based on product quality, with honesty and trustworthiness as the code. It should be the direction of the joint efforts of the industry. Only the brand is hard, the enterprise is prosperous, and the industry is prosperous. Only then can we have the confidence and international competition to better launch our super-hard materials business and go global.
“Brand†– a term that is constantly sought after by people in society, always brings unlimited development space to the occupants. People often pursue brands in their lives. They feel that brands are rich expressions and symbols of strength. So, what is the brand? What is the significance of brand building? Simply put, the brand has two meanings. A brand in the general sense is a name, a noun, a symbol, or a combination thereof. The purpose is to identify a seller or a group of consumers' products or services and distinguish them from competitors' products and services. The definition of brand strategy development is a kind of image recognition, feeling, quality cognition, and customer loyalty expressed through these results through the above factors and a series of market activities. It is an intangible asset. So at this time a brand appeared as an intangible asset. Not only do people pursue their brands, but companies also hope to build their own brands and remain invincible in the brutal competition of the economy. Vigorously promoting industrial brand building is of great significance for promoting the development of the national economy. For the enterprise, the brand is the embodiment of the core value. A company that creates a good image for its own brand means the embodiment of a good management system for this company. A brand is a discriminator that identifies goods. The design of the brand has distinct characteristics, often containing graphics, words and so on to represent the characteristics of the enterprise itself. For example, once people talk about "McDonald's", they will naturally associate with the old man with a smile. The brand is the guarantee of quality and credibility, and can compete in the competition of products and lead the way. The brand is the cash cow of the company, because after the formation of the corporate brand, the price will become very secondary. For example, Coca-Cola's total sales in 1999 were $9 billion, and its profit was 30%, except for 5% of the profits from asset investment, and the remaining $2.25 billion was the benefit that the brand brought to the business. This shows how powerful the brand is. In the market economy zone, brand functionality can shorten the process of consumer purchase decisions. Nowadays, there are more than a dozen or even dozens of brands for each kind of goods. Consumers often cannot make correct judgments when they purchase for a short period of time, so they are more inclined to buy brands they know well. Second, the brand can transcend the life cycle of the product and is an intangible asset. If a consumer is dependent on a brand, then the brand's leadership in his mind is likely to remain the same in the long run. To this end, the Boston Group studied market-leading brands in 30 major categories of products, and finally found that brands that had enjoyed a reputation in 1929 still dominated in 1988. Therefore, the brand can last for a long time. The brand's misunderstanding brand is not made by itself. We often hear "to be a big brand" and so on, as if the brand can also be made with physical machinery. In fact, it is not the consumer's interest identification through the public relations - public relations and other means of long-term shaping, but also the value of human psychological and emotional identity. China's brand building China's brand building can be roughly divided into five stages: First, the natural sprouting stage (before 1992) This stage has the longest experience, and most of the brands produced during this time have experienced a long time. The products produced after the competition. The “Shanghai Famous Brand Project†initiated by the Shanghai Municipal Government in the 1980s is a powerful testimony of the government guiding enterprises to develop brands. Second, the media birth stage (1993---1997) 1992 is an epoch-making year, Deng Xiaoping's southern tour opened a new prelude to China's reform and opening up. The market economy has set off a new upsurge. In 1988, the Sun God took the lead in using the VIS design and promotion in the CIS strategy and achieved great success. This was once a life-saving straw to solve the corporate dilemma. At the same time, the "Wenzhou model" is maturing. The "brand" was the initial understanding of the "brand" of the company's products. Third, the marketing concept and practice stage (1998----2002) During this time, marketing became the spoken language of business activities. Market competition has begun to intensify. The company itself began to focus on the brand and tried to find the answer from the book. Fourth, the positioning theory stage (2003----2005) This is an era of positioning. Since the publication of the book "Positioning" and later "New Positioning", "Marketing Revolution" and "Marketing Warfare", people have to position themselves. Because it is necessary to learn to position when building a corporate brand, this is the beginning of the brand strategy. V. Brand Marketing Management Stage (2006-present) A company that is interested in brand building can only recognize the importance of brand management from the height of marketing management and give the brand an absolute position in the development of the company. Continuous development. To develop superhard materials, we must take the road of brand building. This is not only the result of market competition, but also the requirements of the era's own sustainable development. Although the super-hard materials industry already has some world-renowned brands like the Yellow River Cyclone, Yu Diamond, and Zhongnan Diamond, it is still a lot of money for the whole industry. So, how can small and medium-sized enterprises like superhard materials build their own brands? The 12 golden rules of brand building implement brand strategy. What enterprises want to see most is low risk, low investment and quick results. As long as the company's core business needs can be solved, it will lay the foundation for the brand's strategic deepening. Fast and effective brand promotion by superhard materials companies must comply with the 12 golden rules. 1. Start with the basic characteristics of the product to create a brand This is a relatively convenient and time-sensitive way. For example: In the 2001 drinking water battle, Robust proposed the “27-layer purification†concept of mineral water, “every drop of Robust's water has been purified through 27 layers, which is truly pure water. "As a slogan, consumers can intuitively feel the purification process of Robust, and create a concept of "pure" that is unparalleled in drinking water, and has won the trust of consumers. 2. Start from the product directly to the consumer's benefits, efficacy, and feelings to build a brand. This is the most appealing method that directly affects consumers. Example: In the beer industry, consumers often want to get fresh products, such beer tastes mellow and hops are prominent. Ningbo KK Group's “one-week pure draft beer†takes “fresh†as the first appeal point and “week†as its brand name, thus consolidating the position of KK beer in the market. 3. Starting from the product "concept innovation" to build brand power This rule refers to the use of advertising to make the product concept "jump out" when the product is difficult to open in a certain category of its own, in order to compete in the market. It occupies a new position. For example: When the big names in Pepsi and Coca-Cola are fighting for the title of "King of Coke", the concept of "Fokeless" of Qixi will give consumers a deep impression after a new concept. 4. Innovate from the product sales channel to create brand power Emerging distribution channels often bring new customer expectations, and will affect costs, and even save costs by 10% to 15%, thus creating cost advantages. For example: We know that shampoos can usually be bought in supermarkets, but Xi'an Janssen's “Tao Deshisha Shampoo†has transferred sales channels from supermarkets and shopping malls to pharmacies. The slogan “Buy the music, go to the pharmacy†has rapidly increased the “Chai Shampooâ€, which was originally sold. In hospitals and pharmacies, the same type of anti-dandruff products are simply too few, which undoubtedly adds a strong weight to its competitiveness. 5. Start with brand and service factors. For example, we remember that 2001 was a very bad year for the IT industry. At that time, the ordinary Pentium 4 computer was also priced at about 10,000 yuan. The Shenzhou computer that just debuted was not easily boarded by CCTV. The straightforward slogan "4888, Ben 4 computer to go home" touched countless consumers. This private enterprise, which was unexpectedly debuted, has staged the magic of “Shenzhen Speed†in the highly competitive PC industry. 6. Starting from the perspective of enterprise history, culture, and industry status, the example of brand power: The wine cellar group used in Guojiao 1573 was built in the first year of Wanli in the Ming Dynasty, that is, in 1573, it has been used continuously and is known as the Chinese liquor culture. Living cultural relics and “national shackles†are included in the Guinness Book of World Records with the longest preservation and longest duration of use. "Guo 1573" apparently drunk a group of people with its heavy wine culture. 7. Starting from the standards of the industry: from the first water purifier in the world's first water dispenser in 1998 to the development of the world's first non-heating water dispenser in 2005, in just a few years, the Gion Group consists of From large to strong, it has rapidly grown into a leading company with an annual production capacity of 5 million water purifiers and 3 million water dispensers. In 2006, Gion was awarded the “China Famous Brand†for drinking fountains and the “China Famous Brandâ€. The courage of Gengyuan to break the standard is admirable, and its sales have surpassed the famous "beautiful". 8. Starting from the perspective of market competition, to create brand power: In the instant noodle market, when Master Kong still occupied 60% of the market share, “unification†was less than 10%. Although “unified†put a lot of advertisements, it had little effect. . In the end, "unification" began to attack with all strength, and the "unified 100" was overwhelming. However, Master Kong soon responded with "Facemaster 120". As a result, when consumers were still choosing 100 or 120, "come one. The barrel was born out of the world, with its unparalleled benefits to the consumer. 9. Starting from the characteristics of the target consumer market to create brand power: Wahaha through CCTV's large-scale advertising, with the spokesperson Wang Lihong actively participate in the ground promotion activities, only three months, "activate" this product has been successfully pushed Markets across the country. From March 8th, 2004, Wahaha began to launch this market expansion battle. By just 8 months on July 8, the sales volume of “Activation†exceeded 13 million boxes. They just seized the 18--35-year-old fashion consumer and won a high market share. 10. Start to build brand power from specific use places, consumption environment characteristics, and on-site experience. This rule is mostly an abstract sensory element. The difficulty of application is relatively large. However, the successful cases are all classics. For example: In 2003, the farmer's orchard's brand communication appeal not only got rid of the beauty route, but also was different from the role marketing of “Querâ€. The Farmer Orchard completely abandons the so-called image spokesperson, and uses an action as its unique brand identity – that is, “shakeâ€. 2003 was the juice year for the beverage industry. After three years of carbonated beverages, bottled drinking water and tea beverages, the farmer's orchard has quickly become one of the first group in the juice beverage market with its unique “shakeâ€. 11. Start from the perspective of “intimidation†consumer psychology. The so-called “intimidation†is based on product efficacy (function, use), detailed analysis and enumeration (including such direct and indirect) Symptoms (signs), a method of in-depth analysis and explanation of the serious consequences of various symptoms. For example: Jiuxin Group has sensationally proposed the concept of locusts in the process of promoting the new skin cream, and listed a variety of ways of locust infection (such as husband and wife infection, parental infection, mother-child transmission, etc.). Effective. When the advertisement came out, it immediately caused many women to panic and rushed to buy. Further enhance the credibility, and increase the instrument detection means at the promotion site. Under the microscope, it can be seen that people are squirming. The Jiuxin Group, which has not been seen by all, has a profit of nearly 400 million yuan. Then, Jiuxin launched a series of products such as Yuting Soap. 12. Enhance brand power from the perspective of current affairs and trends. Social events, including political, sports, cultural, social, economic, and so on, are opportunities that companies can take advantage of. For example: After Liu Xiang won the championship, he signed the image of Baisha Group, Baisha took advantage of the situation to push “My Heart Flyingâ€; and in early March 1999, when Bill Gates met in Shenzhen with domestic information, home appliance giant Lenovo, Haier, BBK Four companies and four companies launched the "Venus Plan", but in the absence of product launches, Hisense first launched the network set-top box products, becoming the first drop in the "Venus" thunder, quickly became the media The sought-after object formed a "Hisense fever." Policy guidance Of course, the construction of the brand also requires policy guidance. If the government does not pay enough attention, it is also useless for companies to scream the slogan. On July 26, 2011, the Ministry of Industry and Information Technology, the National Development and Reform Commission, the Ministry of Finance, the Ministry of Commerce, the People's Bank of China, the State Administration for Industry and Commerce, and the General Administration of Quality Supervision, Inspection and Quarantine jointly issued the "On Accelerating the Brand of China's Industrial Enterprises." Construction guidance. Provided policy support for companies to implement brand strategy. The construction of super-hard material brands is not a one-off event. The brand is ultimately based on product quality, with honesty and trustworthiness as the code. It should be the direction of the joint efforts of the industry. Only the brand is hard, the enterprise is prosperous, and the industry is prosperous. 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