How do printing companies build brands?
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“It’s out of date to choose a printing supplier based on price, which will prevent companies from saving money sustainably,” said Michael, manager of Epenberg Printing Consulting in Hamburg, Germany. In an interview, Michael gave an opinion on how publishers and printers should respond to changes in the book industry in the future.
Michael believes that by 2015, about 30% of books will be sold as e-books, and by then the number of German printing companies will be reduced from 9,476 to about 8,500. But the book industry has no reason to look at the future pessimistically: "The digitization of the production and communication processes also provides tremendous opportunities for growth." For example, a new book will appear, which requires publishers to work more closely with strategic partners.
Great brand value
Under the price pressure of a large number of even-off competitors, book publishing and printing companies will not disappear from the market, while highlighting the strategic direction and image, what should we do? The answer is “Building a Brand”. This is the opinion put forward by McKinsey consultants at the 2011 Brand Alliance (Berlin) seminar on the Importance of the German Branded Consumer Goods Industry in the National Economy. In 2010, the sales of German brand companies accounted for about 20% of the sales of all domestic enterprises, and entered the growth track. Brand Alliance Chairman Franz Peter said: "The figures we analyzed show that brand companies have great advantages. Three-quarters of our members see their brands' competitive advantage."
The research report on "Brand Management and Brand Value Assessment Practice" also shows the value of the brand. The report was released in early 2012 by PricewaterhouseCoopers, the University of Hamburg, the Consumer Products Market Research Corporation and the Brand Alliance. The report believes that the brand is the key to 90% of the company's success. Among the companies surveyed, half of the companies have a brand value of 50% of the total value of the company. Consumer goods market research company manager Siegfried said: "The quality factors of the company, such as popularity, image and integrity compliance, these factors constitute the basis of brand value evaluation."
Gradually build a brand
Oswald, Director of Operations, Cologne Division, Intel Brand Management Consultants, points out that brands have implications for purchase decisions: “The share of brand decisions on purchases varies according to different industries and markets. For example, brands In the purchase decision process for luxury goods, the share assumed is very high, while in B2B companies, the brand share is very low."
In a tight market environment like the printing industry, cost pressure resolution and efficiency improvement are at the forefront of the agenda, and brands can contribute to the long-term business success of the company. “Brands offer the possibility to identify and re-identify, which makes it easy for companies to gain trust and bind customers. Brands integrate various communication costs, thus reducing costs. In addition, when printing companies expand their product and service offerings, it can help Credibility, thus winning new customers.
Building a brand is not a short-term task, but a long-term process. Oswald said: "The core of the brand strategy is to form an important, credible and differentiated employer position. This employer positioning is an important platform for implementing the brand, taking into account product mix structure, product name, design, color and performance. Today's brands must be flexible enough to be enabled on different platforms. Brands must build partnerships and leverage innovative channels such as digital brands."
Thomas, manager of the Geneva Brand Institute, pointed out that the formation of the brand is not solely based on advertising, but mainly on the daily business activities of the company: “customer's direct and indirect experience of the company's products and services, as well as sales staff, different channels and relevant public The contact of business services in the field is important.” Only through these touch points can customers learn to value the brand and enable the company to establish a specific position in the competition. Thomas also added: "Depending on the product area, advertising can play a more or less supportive role."
Oswald is convinced that, like other companies, printing companies are opening up new service areas. “The challenge for printing companies is the qualifications and skills of their people. In this regard, brands can help companies to show attractive employer positions in the market. Strong brands help companies differentiate and gain confidence in the competition, so Not only does it achieve brand premiums, but it also builds credibility to retain customers. The pressure of innovation is also great, and printers must create new products and services to attract and retain customers in the marketplace. “This brand can help companies build credibility and help them enter new service areas.”