The brand is the unified symbol of fastener enterprises, an intangible asset that brings a premium to the owner and generates value-added. The real meaning of building a brand is not only that the enterprise can obtain greater economic benefits through the brand, but also its far-reaching social benefits. The fastener industry has received more and more attention in the past two years, especially since 2009, the domestic demand has been expanded, and the demand for fasteners has continued to increase. More and more enterprises are beginning to seek a path suitable for their own development. Chinese fastener enterprises have begun to attach importance to the brand strategy and believe that the brand is the only way to develop.


Although the brand project has been sublimated from the competition of "point" to the contest of "face", in the voice of "lack of talents", fastener bosses obviously feel that it is too difficult to fully integrate the brand. So how to build a brand? Let’s start with the following changes:


1. Change the thinking of brand building personality cult. The so-called personality cult is the non-market and non-institutionalized brand building, which is always oriented by the boss's subjectivity. Customer-oriented, which has become the common strategy of today's brand competition. However, at present, many fastener companies are guided by the general manager's or the boss's own preferences in the process of brand decision-making, resulting in products being marketed and customers not buying "account", which seriously affects the long-term development of the brand. When the industry develops to this day, enterprises must recognize the form, and the "slap in the head" can only be a thing of the past, and the systematic planning is the beginning of the brand. No matter how brilliant it was in the past, now we must start from scratch, we must sit down, and think carefully about how we have come, and where should we go in the future? Facing the industry situation, where is my brand foundation? Where is the sustainable competitiveness? ?


2. Change the brand positioning in a large and comprehensive mode. Brand positioning is also called brand position. It must be targeted and use a specific brand image to attract specific target groups, rather than casting a net. Many domestic fastener companies are reluctant to sacrifice their brand positioning, and believe that the bigger the target market, the greater the success. And analysis, which directly leads to the difficulty of forming and exerting due competitiveness of fastener brands.


3. Change the performance of the hollowing out of the brand structure. The so-called hollowing is that the brand structure lacks the connotation of brand culture. Brand culture refers to the impression of the brand in the minds of target consumers. the endowment of its competitors. It can become a strong support point for consumers to complete their purchase behavior. At present, most fastener companies are still operating at the level of brand awareness, while ignoring the indispensable deep connotation in brand image building. On the surface of price and process quality, it is easier to express than the connotation, so even if there is a concept of expressing cultural elements, it cannot be fully expressed in actual operation or expression.


4. Change the subjective concept of brand publicity. Every successful brand has outstanding performance in publicity. The publicity of well-known domestic brands is based on heuristics, which simplifies the most complex issues and makes people remember them fresh, thereby winning consumers' preference. At present, the brand promotion of fasteners focuses on the use of education and guidance, and there can be no wishful thinking about shouting slogans or slogans flying all over the sky and advertising for advertising.


After summarizing experience, we know that consumers ultimately need products with excellent quality, reasonable price and emotional comfort. In order to survive in the industry reshuffle, it is necessary to "cultivate both internal and external", internally to enhance the "internal strength" of the enterprise itself, and products are the fundamental guarantee of everything; externally, to do a good job in "packaging" and promotion, and expand more marketing channels. The clear establishment of the product's own brand will help the smooth development of the marketing work, help to rapidly increase the market share, help to cultivate more loyal customers, and comprehensively plan from various aspects to make the brand stand out and gain market share. a place.