Representations of brand of famous American Marketing scholar Philip Kotler PhilipKotler: "brand is a name, the name, mark, symbol or design, or is the use of a combination of them, whose purpose is to identify a seller or a group of sellers of products or services, and with the competitors products and services to distinguish." , this is the brand definition of the full expression. Coca Cola's former chief marketing officer Sergio - Ziman said, "brand is only the company's products and services is different from competitors sign, is the market the most effective weapon to open up the, the good brand can make your product stand out from the crowd", brand is the consumer of the vane, to brand as the core has become the corporate restructuring and reallocation of resources an important mechanism.
The brand is the target consumers and the public for a specific thing psychology, physiological, comprehensive affirmation sexy and evaluation of the crystallization of the. In the marketing of the brand, refers to is the narrow commercial brand, that is, the public for a particular business figures, including product, trademark, enterprise, four types of business figures comprehensive experience and evaluation of the crystal. In today's highly developed science and technology, the rapid dissemination of information, products, technologies and management know-how are easy to be competitors to imitate, difficult to become the core expertise, and brand once set up, not only has the value and can not be imitated, because the brand is a consumer awareness, identity, is a rooted in the hearts of consumers and the psychological feeling, this consumer awareness, recognition and feeling is cannot be easily imitated, so the brand is not to imitate the characteristics.
Two, the implementation of brand strategy, is an important choice for China's wear enterprises
China in the planned economy period, due to shortage of goods and supply, business or businesses are not pay attention to their own product brand building, consumers do not care for the brand. At the beginning of China's reform and opening up to the outside world, China Science and technology level of independent research and development is very low, is to market for technology, for the brand, caused the dependence on foreign technology and brand and blindly, forming the "Introduction - behind - and the introduction of - behind again" the passive situation. Its product sales profit is very low, such as the profit of information technology products is no more than 5%, and if it is self-developed, with independent intellectual property rights of the product brand, then profit can be raised to about 40%.
Along with the deepening of China's reform and opening up, from the era of the planned economy to market economy, our country from December 11, 2001 officially became members of the WTO, merged into the international market, not only all kinds of goods of our country greatly enriched and foreign well-known brand products and foreign enterprises large amount of into our country, the market also from a seller's market into a buyer's market, so that consumers of goods choice is rapidly expanding, domestic market competition is more intense. In such a predicament, our country many enterprises more and more aware of, in the face of the challenges of economic globalization, the implementation of brand strategy will become the necessity of the development of domestic enterprises, focus on brand building is the best strategy for coping with the challenges, excellent brand management will be the key to business success.
After thirty years of reform and opening up, China has become the world's manufacturing power, in 2010, China's GDP surpassed Japan, becoming the world's second largest economy after the United States. China's abrasive abrasive industry is also stepping into the ranks of world powers. Corundum abrasives annual output of more than 200 million tons, silicon carbide with an annual output of about 150 million tons, ordinary abrasive abrasive consolidation annual 50 million tons, accounts for about 60% of; synthetic diamond 2010 yield 92 million karats around, accounted for more than 80% of the total output of the world's industrial diamond, cubic boron nitride (CBN) with an annual output of about 2.6 million carats, accounted for 60% of the total world output, superhard materials products nearly 50 million (including bit); coated abrasives 3.7 million square meters, accounting for 30% of the total output of the world, are the largest country in the world. The superhard materials in China have entered the ranks of world powers, in the world began to have the right of discourse, from large to strong is China Abrasives, super hard material products, coated abrasives industry enterprise common aspirations. China's 12th Five Year Plan proposed to adjust the industrial structure, the transformation of economic development, innovation and development. Focus on nurturing and development of energy saving, new generation of information technology, biotechnology, high-end equipment manufacturing, new energy, new materials, new energy vehicles, the seven emerging strategic industries. Processed in seven strategic emerging industries "high-end equipment manufacturing, new energy, new materials, new energy vehicles," and the rapid development of our country manufacturing industry, were the same as abrasives industry are inseparable. At the same time, the global economic recovery and development of the global financial crisis, will give China's abrasive abrasive, hard materials and products, coated with the rapid development of the industry, provides an important opportunity. Also our abrasive abrasive industry adjustment industrial structure, innovation and development, the transformation of economic development mode, from quantitative to quality of the favorable opportunity to change. More abrasive tool for China to create national brand to the international market has created a huge space and favorable social environment. China's abrasive abrasive tool enterprises should seize the current industry transformation of the best time, create our abrasives, super hard materials and products, coated with the national brand of abrasive products.
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