Company brand planning and investment
Release time:
2018-07-04 14:11
Source:
The extraction of the core value of the brand must be based on comprehensive and scientific brand research and diagnosis, fully studying the market environment, industry characteristics, target consumer groups, competitors, and the company's own situation, to provide detailed and accurate information guidance for brand strategic decision-making. On this basis, it is essential to refine a highly differentiated, clear, explicit, easily perceivable, inclusive core brand value that can touch and resonate with consumers' inner world. Once the core value is determined, it should be integrated into all business activities of the enterprise during the communication process.
Centering on the core value of the brand, standardize the brand identification system to ensure the operability of the connection between brand identification and corporate marketing communication activities; implement brand identification elements in all marketing communication activities of the enterprise, so that each marketing communication activity interprets and conveys the core value, spirit, and pursuit of the brand, ensuring that every marketing advertisement investment contributes positively to the brand, thereby accumulating brand equity. At the same time, a set of target systems for enhancing brand equity should be established as the basis for brand equity accumulation.
The company has become the only domestic supplier of pulleys for "General" Motors in the United States. The company places great importance on brand building, establishing a dedicated trademark management system and organization, successfully registering 20180724092919387.png as the company trademark in August 2009. The company has increased its promotional efforts for the 20180724092919387.png brand, promoting it on the corporate website, brochures, and at exhibitions, significantly enhancing the brand's visibility, and has won the 2013 Longyan City Famous Trademark Re-evaluation; awarded the third prize for patents in Longyan City in 2013; recognized as a famous trademark in Fujian Province in 2014; awarded as a high-tech enterprise in 2017; established the Fujian Provincial Enterprise Engineering Technology Research Center in 2017; recognized as a pilot enterprise for intellectual property in Longyan City in 2015; awarded as an innovative enterprise in Fujian Province in 2016; and recognized as an enterprise integrating two technologies in Longyan City in 2016. Seizing development opportunities, implementing brand strategies, and striving to achieve national famous trademark status, Fujian Province, national quality benchmark enterprises, and provincial and national advanced quality management enterprises in the next two years. In the past three years, the company has invested 3.2 million, 7.26 million, and 8.92 million yuan in technological research and development.
In the past three years, the company has invested 5.25 million, 6.82 million, and 5.84 million yuan in advertising.
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