Enhance consumers' sense of identity in domestic brands

The brand shows quality, culture, personality and value, and reflects the comprehensive strength of enterprises, industries, regions, and even the country. It is an important intangible asset. Recently, seven departments such as the National Development and Reform Commission and other seven departments jointly issued the "Guiding Opinions on Promoting Brand Construction in the New Era", which clearly put forward a series of task measures, pointing out that it will strive to enter the forefront of the brand's strong development goals by 2035. This pointed out the direction for my country's further cultivating industries and regional brands, supporting enterprises to implement brand strategies, expand brand influence, and consolidate the foundation of brand building.

Brand construction has its objective laws. Products are the core of the brand. Quality is the cornerstone of the brand. Only by adhering to customer first, excellence, and creating excellent quality products and services can corporate brands win consumer recognition. To build a great brand that has a long -term influence, first of all, it must be attractive. Innovation is the driving force for brand building. Only by actively adapting to the upgrading and changes in the supply and demand structure, continuously promoting core technological innovation, enriching brand cultural connotation, innovative brand consumption scenarios, seizing the high point of production, grasping the right to speak, brand building can be invincible. Culture is the soul of the brand. It is the embodiment of the concept, mission, values ​​and behavior specifications in the production and management process of enterprises. Only by condensing culture that reflects the characteristics of the company's product and regional characteristics can the brand have strong attractiveness. The shape of the brand is not a day's work, and it requires a long process.

With the rapid and high -quality development of my country's economy, a group of high -quality Chinese brands have gradually stood out from fierce market competition, becoming a beautiful business card that represents the image of Chinese manufacturing and Chinese products in the world. From the level of brand influence, in the 2022 global brand value list, 84 Chinese companies were shortlisted, and many well -known global brands appeared in the fields of electronic information, equipment manufacturing, textiles, clothing, and construction engineering. "China Equipment" is accelerating the pace of "going to sea", and the value of brand value in the fields of Internet services, e -commerce retail, finance, communications, cultural tourism and other services has grown rapidly. From the perspective of consumption trends, corporate branding and professional operations are more common. A number of Chinese old Chinese branches with strong cultural characteristics, high brand reputation, and market competitiveness have been widely recognized by consumers. In -depth integration, the rise of Guocheng domestic goods has become an iconic social consumption phenomenon. From the perspective of regional practice, based on local advantageous industries and regional cultures, various places have vigorously cultivated high -quality regional brands. Regional brands such as Zhejiang's "character" and Shandong "Lu Zi" have become the "golden signboards" of regional economic development.

At the same time, there are many outstanding problems in my country's brand building. For example, some companies ignore the objective laws of brand building, simply pile up the "national tide" elements, splicing cultural symbols, and even make prices and speculation marketing in the name of "national tide domestic goods". The enthusiasm of "pay for domestic goods"; there are also some brands that are not adapted to the consumption habits of new consumer groups such as "Gen Z", the brand business philosophy lags behind, and lacks long -term considerations for the shape and update of the brand image. "Jiu Xiang is also afraid of the alley deep" dilemma. For a period of time, in the face of factors such as new crown pneumonia's epidemic and international geopolitical conflict, many companies have increased their operating pressure, and their attention and investment in brand building have also declined.

In view of this, to promote high -quality development of brand building, it takes multiple measures. The first is to create high -quality products with the spirit of craftsmen, support enterprises to innovate technology, improve product quality levels, promote advanced quality management models, encourage the formulation of corporate standards higher than international standards and national standards, and create high -end and high -standard Chinese brand images. The second is to support enterprise brand innovation and development, guide enterprises to adapt to the rapid changes in market competitive environment and consumer ecology, strengthen innovation awareness and market consciousness, keep pace with the times and take the initiative to change in terms of product design and brand marketing promotion. The combination of elements and youth fashion consumption trends to shape a group of brand image with characteristics, connotation, and creativity. The third is to support Chinese brands to go abroad to "sell global", encourage enterprises to implement international brand strategies, build a system of research and development, procurement, production, brand marketing, and after -sales service in target market countries and regions, improve brand international operation capabilities, enhance global worldwide Consumers' recognition of Chinese brands use the "Chinese brand" with actions.

Source: Economic Daily

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