brand building
For famous and successful brands, the reason for pursuing their success is persistence. Eagle Ceramics insists on taking "good quality" as the core value of Eagle Ceramics, and carries forward the core brand appeal of "hard brick is good brick", so as to establish its position as the industry leader
Brand strategy
Under the background of globalization and economic integration, as a Foshan ceramic enterprise with more than 500 years of ceramic manufacturing history, how to obtain survival opportunities is a strategic choice that all ceramic enterprises must study and think about.
If an enterprise brand wants to achieve considerable development, it must grasp the key factors that can bring efficient cash register to the enterprise, such as products, channels, services and brands, so as to enhance the competitiveness of the enterprise. This is why Eagle Ceramics can still maintain strong profitability in the face of rising resource costs, export tax rebates and the pressure of RMB value.
At present, there are two levels of market competition, one is product competition, the other is brand competition. Product competition belongs to the material and technical level, such as ceramic tile and bathroom in the ceramic industry. Its function, packaging and price belong to the material level; Brand competition belongs to the competition of spirit and psychology, such as some psychological feelings and emotional satisfaction. Therefore, the brand positioning of ceramic enterprises is not only to fully explain the product characteristics, but also to reflect the needs of consumers' mental space.
Due to the shortening of the technology update cycle, the lowering of the technical threshold, the shorter and shorter the launch cycle of new products, the market is flooded with products with similar functions and appearances, and consumers are faced with highly homogeneous products. In some areas of fierce competition, such as home appliances, automobiles, computers, white wine, drugs, and other industries, there is already a surplus of products, which directly leads to the excess choice of consumers, Facing such an unfavorable competitive environment, every ceramic brand operator must think about how to gain more mental space in the minds of consumers.
For this reason, Yingpai Ceramics put forward the brand value proposition of "hard bricks are good bricks" and "deducing the height of life", and established the leading brand position in the industry as the maker of good brick standards and the classic works of 34 years' pottery.
Communication strategy
In order to better make the value of Eagle Brand ceramics brand achieve a consistent communication effect, the communication elements of Eagle Brand ceramics are all combined with the "core values of the brand - dignity, wisdom and classic" of Eagle Brand ceramics to create.
In order to better demonstrate the spread of this core concept and enable consumers to quickly recognize the value of the Eagle brand ceramic brand at different points of contact, the "Louvre" in Paris was selected as the main element of brand image creation. When people talk about the "Louvre", the world's classic building, they naturally think of its dignity and classics. Moreover, Eagle brand ceramics are architectural ceramics. Therefore, the buildings selected have great relevance to their brands, and the whole picture design should be modern and concise, combined with modern urban space, giving people a strong sense of living space dynamics, so that target consumers can truly feel the value of the Eagle brand ceramic brand positioning.
Brand terminal integration strategy
80% of consumers' recognition of the brand comes from the terminal performance of the brand. No matter how well an enterprise advertises, if the terminal image is in a mess, then consumers will keep their products and services at a distance. Moreover, consumers are becoming "complicated" in the consumer process, and consumer behavior is no longer a simple materialization oriented consumption. Therefore, Eagle Ceramics decided to transform the "voice channel" of the seller's market from "integrated marketing communication" to the spread of brand voice in many aspects, so that consumers can fully understand the core value of the brand of Eagle Ceramics.
How to promote the implementation of this strategy is a crucial link for the success of brand marketing strategy transfer. The so-called "three points planning and seven points implementation", no matter how good the strategy is, if it is not implemented, it is also empty talk. Simplification of complex issues is to promote the implementation of the measures.
Therefore, Li Jinkui, Chairman of Yiliantong, summed up the contents of the integration of the Eagle brand ceramic brand terminal into three executive standard modules: terminal space branding, brand image visual communication, and terminal language and behavior branding, so that this complex problem has finally become a simple and easy to operate standardization system.
