Do printers need to build a brand?
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On February 28th, the Association held a luncheon to discuss the above issues and invited Mr. Feng Han, a partner of the brand workshop. Of course, Mr. Feng’s answer is – need! Not only the printer, but the printing industry itself, it also needs to build a brand. The Hong Kong Graphic Arts Society has also done a lot of work in this area in recent years!
The author started the "Introduction to the Graphic Arts Society" many years ago and specially joined the "People Interview" and "Factory Tour" columns. It is because the printing industry has a very low-key style. The general public in Hong Kong only knows textiles, clothing and electronics. The industries have brought steady development to the Hong Kong economy. In fact, since the 1950s, the printing industry has provided a large number of employment opportunities and made foreign orders to earn foreign exchange for Hong Kong. What's more, the public thinks that the printing industry is very old and laboring. In fact, the technology used in the printing industry is often more advanced than other industries. The mafia has long since ceased to exist, and its professionalism is extremely high. The needs of the brain and the heart are far greater than the labor.
Mr. Feng Han is a Hong Kong business and marketing specialist. This luncheon is a new attempt of the society. In this form, I hope that everyone can discuss and exchange together in a more relaxed and interactive situation. The gathering of more than 30 people will be filled soon.
What is the brand?
. Brand is one of the most popular concepts in current market science
. Brands are also the most abused and misunderstood in market research.
Brand refers to the consumer/customer's understanding of your company's products/services, whether intuitive, emotional or rational.
Just like the trademarks of some companies, people will know each other and know what kind of products, professions, etc. they are in any publicity materials. Mr. Feng used the Nike trademark as an example. Of course, everyone associates with sporting goods.
The author gave a lecture on Re-branding to the SME Support Center of the Trade and Industry Department three years ago. More than 300 seats were full, most of them were the owners of SMEs and the city staff. Understand the importance of the brand. Just building a brand is no easy task, and there is a lot of manpower and material resources to be put into it.
Mr. Feng went to test the guests from the trademark of Lee Kum Kee. Everyone can talk about soy sauce, oyster sauce and other products. It shows that the brand has been very impressed in people's minds.
Many people think that only consumer goods need to build a brand. In fact, we are exposed to everyday products such as communication products, computer software, automobiles, banks, websites, transportation, etc., all of which have familiar brands, not certain types of products, certain types of services. Need a brand.
Imagine a company that needs certain appliances or services. Whether they are purchasing personnel, marketing staff, or even bosses, why choose a business name or brand? What impact will they be affected? Most of them exchange reasonable quality for reasonable prices. If they fail to predict or foresee the quality of services or products, then brands are the factors they consider; what famous brands, old brands, and so on.
The brand is not a trademark, a company name, what type of word, the design is so simple. There are seven key elements behind the brand:
reliable
price
Goods category
Quality of goods
After sales service
reputation
Add value to the user
How much is the brand value of the seven elements to build?
In July 2005, the valuation of the top 10 global brands was as follows:
Brand valuation (US$)
Coca-Cola - 67.5 billion
Microsoft - 59.9 billion
IBM - 53.4 billion
General Electric - 50 billion
Pentium - 35.6 billion
Nokia - 26.5 billion
Disney - 26.4 billion
McDonald's - 26 billion
Toyota - 24.8 billion
Marlboro - 21.1 billion
5 important steps to build a brand
1) Understand the status of yourself (business/product/service)
2) Understand the strengths and weaknesses of yourself (business/product/service) in the market and relative to major competitors
3) Determine the characteristics of yourself (enterprise / product / service)
4) Play the role of yourself (business / product / service)
5) Set yourself (business/product/service) in the market with a clear positioning
When you do the above 5 steps, you can design a successful and valuable image for your brand. Of course, building a brand is not easy, but it is more difficult to maintain, so some big companies have a CBO position, that is, Chief Branding Officer to maintain and develop their own brand.
The author's company has established and rebuilt brands for many companies. It is often more difficult to rebuild a brand than to establish a brand. Therefore, after the brand is established, it is necessary to use it in the enterprise and use it well. Once the brand is destroyed, it will be a waste of effort, and competitors will easily take advantage of it and rebuild will take time. In addition, as far as I can see, it is not that big companies will build brands. Many local small businesses have painstakingly built brands more than 10 years ago. In addition, public organizations, schools, etc., also strive to shape their brand image for themselves!