Popular brand strategy is dominant to enhance the brand awareness of lighting enterprises

The popular brand strategy takes the advantage to enhance the brand awareness of lighting companies. The lighting industry is now ushering in a period of development with the best history. Strengthening brand building and promotion, and cultivating national brands have become an urgent task for the current industry. In the past two years, the status of the lighting industry has been improved, thanks to the overall improvement of the quality of enterprises in the industry, especially the rise of a group of brand-conscious enterprises.　　 In the face of fierce market competition, energy-saving light source companies have given 'Mighty Medicine' celebrity endorsements, entertainment marketing, online promotion, event marketing, etc., making the energy-saving light source industry surging and fighting in spring and autumn. However, whether it is the export brands of Philips, Osram, or the domestic market of Zhejiang Sunshine, Foshan Lighting, and Dajialiang Lighting, in terms of the development of their corporate brand awareness and reputation in the past five years, the truly lasting power is the continuous creation of popular brands. It is the development dream of every business person to build a popular brand so that more people can recognize and recognize the company's brand, but often the development of the company has to go higher and farther, and there are more things that need attention and comprehensive consideration. The success of the 'brand-driven' model of NVC, OP, and Dajialiang Lighting shows that many companies in the lighting industry have reached a stage in terms of economic strength and business awareness. The creation of this model is good for corporate brands. , For the entire lighting industry, it is an improvement, which will also become a trend in the future.　　How to build a popular brand? 　　Energy-saving light source companies mainly focus on stereotypes. Whether the product line is LED or energy-saving lamps, building a popular brand is the inevitable way. How can we fly higher in the building of a popular brand? Six aspects cannot be ignored, such as capital, products, personnel team, management, thinking, and execution. In the lighting industry, many companies have their own development advantages in terms of capital and products, but to truly go further on the brand road, they need to fully integrate and enhance their strength in other aspects. These aspects are complementary to each other. The road of mass brand is not easy to follow, and there will be more factors to be considered comprehensively. From a long-term perspective, companies should not wait until they become bigger before implementing brand strategies, but should use brand strategies to make them bigger. Brand integration focuses on the comprehensive image enhancement of the company in terms of vision, emotion, philosophy and culture. It is mainly through the accumulation of brand strength to build a good brand image, and to improve the brand’s ability to adapt to the market through the reasonable allocation of market resources, thereby establishing Customer loyalty forms a brand advantage. The road of mass branding requires a complete brand marketing integration, which allows consumers to obtain brand information in the fastest way and at the fastest speed, and at the same time expand the wide range of cognition. In the process of interacting with consumers, **Promote brand.　　Differentiation of positioning brands　　In fact, the industry brand is a bottleneck in the development and improvement of the current lighting industry. Industry brand and mass brand are two different concepts. From industry brand to mass brand, it should be said that it is a transformation, not a natural expansion and extension. If the concept of industry brand is not eliminated, it will hinder the development of mass brand. In particular, the current development gap between the first- and second-tier brands of home lighting companies is still relatively large. Both will pay attention to the trends of competitors and have already imitated the practices of others. In fact, according to the enterprise, it must have the courage to follow in its development, but don't be superstitious about the objects it follows. If an enterprise wants to grow and develop, it cannot survive in the shadow of others and must develop its own unique personality. Among these, the efforts of manufacturers and distributors themselves are very important, and they also need to rely on external forces such as the lighting city, the media, etc., but in any case, 'how big is the head, how big is the hatEnterprises need to have a strategic vision, and they need to walk their own way steadily and down-to-earth.　　 values u200bu200bthe inspiring brand slogan　　 brand strategy reflects a clear strategic orientation. Brand equity is a valuable corporate asset, and brand advantage is a reliable strategic competitive advantage. Therefore, only brand-driven strategic marketing can achieve the maximum value of the company. The brand slogan is an image interpretation of the core value of a corporate brand and brand personality. A corporate brand must not only have the promise of material benefits, but also inspire consumers at the spiritual level, communicate with consumers deep in the heart, and trigger consumption Vibes. The advertising slogans of Op Lighting and NVC Lighting mainly express the pursuit of light quality, which is mainly correct in the early stage of the company’s development, but as the company grows and its influence increases, it is necessary to refine more personalized and differentiated slogans. Highly differentiated brand slogans, such as the brand slogan of DaLian Lighting-'Let Lighting Become Enjoyment' is more appealing and easy to spread and recognize DaLianLiang has demonstrated the courage and determination of an entrepreneur in branding.