什么是品牌?品牌对你的公司的战略有多重要?
When we start talking about Ceramics, Sales, Distribution, Survival, Success, Growth, Strategies, the Future of the Industry, the do’s and don’ts in the Chinese Market it is very serious business!
当我们在中国市场上开始谈论瓷砖时,销售、分销、生存、成功、增长、战略、行业的将来、能做什么,不能做什么……这些内容都是很重要。
China is by far the largest ceramic market in the world and as well the most competitive. You have to pretty much add up all other countries in the world manufacturers and distributors to get a feeling of the size and competitiveness of the Chinese Domestic Market.
中国是目前为止世界上最大的陶瓷市场,同时也是竞争最激烈的市场。你基本上要把世界上所有其它国家的生产商和经销商进行加总才能感受到中国国内市场的规模和竞争度。
We all have hundreds if not thousands of different BRANDS that we compete against for a very little piece of the BIG PIE.
我们都面临着即使没有上千也有好几百的竞争品牌,为了这个大蛋糕的小小份额在努力竞争。
One of the questions that I keep asking myself or that friends, competitors, media people or coworkers ask me is: How in the world could you stand up, figure out among all these competitors and even more challenging against the MONSTERS the BIG GUYS of the industry that are not 2 or 3 or even 10 or 12 there are hundreds!
有一个问题我一直在问我自己,我的朋友们,竞争对手们,媒体们,以及同事们也都在问我:你究竟要如何才能从这么多的竞争者中脱颖而出呢?更具挑战的是你要如何对抗那些行业的巨头和庞然大物呢?他们可不是2到3个,也不止10到12个,他们可能数以百计。
In any other country in the world even Italy or Spain you only compete against a handful or at the most against 20 or 30 companies or Brands. It is somewhat less challenging but not necessarily easier.
在世界上其它任何国家,包括意大利和西班牙,你只是和数得过来的品牌竞争,最多不过是对抗20到30家公司或者品牌。一定程度上挑战小了一些,但也并不意味那么容易。
I am going to give you a very simple but VERY GOOD answer: How do we do it? How have been able to do it fast and in the most competitive market in the world?
我要给你一个非常简单但确非常好的答案:我们是怎么做的?我们是如何在这个世界上竞争最激烈的国家快速做到的?
Simple answer: BRANDING!
简单答案:品牌
AND WHAT THE HELL IS BRANDING THEN?
那么品牌到底是什么?
Branding in the most simple definitionis a company name,sign, symbol or design, or a combination of them intended to identify the goods and services of “Your Company” and to differentiate yourself from the competitors that fight for a piece of the same pie.
在最简单的定义里,品牌是一个公司的名字,标志,符号或设计,或它们的组合,用来识别你的公司、产品和服务,同时,让你在和竞争对手之间脱颖而出。
Branding is not about getting your target market to choose you over the competition, but it is about getting your prospect customers to see you as the only one that provides a solution to their problem or need.
品牌,也不是让你的目标市场选择你,而是让你的潜在客户把你视为唯一能够解决他们需要和问题的方法。
Good Branding is when your company connects with your target customers by delivering your company message clearly to them and make this connection so strong that reaches the customer in up to an emotional personal level and creates in them credibility, loyalty, motivation and sense of pride.
好的品牌是当你的目标客户接触到公司后,能明确清晰传递公司信息。他们在这方面做得如此之好,以至于他们能在个人情感高度抵达客户,同时在他们心中创造出信誉,忠诚,动机和自豪感。
To be successful in branding you must understand the needs and wants of your customers or prospects to know what they want and get there first. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, that they have with your company and the products and services that you sell.
想要成为成功的品牌,你需要理解你的客户或者潜在客户的需求,了解他们到底想要什么,然后先人一步到达那里。你的品牌存在于你的顾客或潜在客户的心里和头脑中,是所有他们对你公司以及你的公司所销售的产品和服务的体验和感受的总和。
Branding is so important that you MUST spend time researching, benchmarking, inventing, innovating, defining and building the company and brand you want to be. The best example that I can think of is Apple.
Their products, branding, image, quality, service, stores, innovation, style and everything surrounding this Brand and their marketing is so amazing that links all their customers including myself so emotionally with their products that if you think of buying a phone, a pad or laptop THE ONLY OPTION becomes Apple, not only for what you need now but as well of any needs that you may want in the future, and you or I do not even consider any other option period. That is real branding!
品牌是如此重要,你必须要花时间研究,考量,创造,创新,定义并打造出你们想要成为的公司和品牌。我所能想到的最好的例子就是苹果。他们的产品,品牌,形象,质量,服务,店面,创新,风格,所有围绕它们的品牌和市场的所做的一切事情都是如此棒,包括我在内的所有的顾客和他们的产品建立起了高度的情感关联,以至于当你想要买一个电话,一个平板电脑或者一台笔记本的时候,你的唯一选择变成了苹果,而且不仅仅是你现在需要的东西,也包括你将来可能需要的任何需求,而你或我甚至不会去考虑其它任何的选择。这就是真正的品牌!
本文链接: http://http://www.icctc.cn/content/?1127.html