Strengthen brand awareness and create brand-name packaging

The essence of brand names can be understood from three aspects: First, brand names are phenomena in the economic field and are essentially intellectual property rights. The second is brand name and culture, which is a phenomenon in the super economic field. Third, brand-name is also a systematic project of society. It has both economic, cultural, and political significance. Brand name is formed by the long-lasting effects of products and services. It is also sublimated into the company's reputation. It is included in the reputation of the company. It is condensed in the small trademark and is widely spread throughout the country. And even the world.

Brand names have enormous effects, and the brand name effect has five unifications: First, intangible and tangible unity. Brand names include open assets and tangible assets, while invisible and tangible assets can be transformed. The second is unlimited and limited unity. Brand-name intangible assets can grow indefinitely and their development is not exhaustive; but intangible assets do not equal unlimited assets, brand-name trademarks can be evaluated, and they can also be traded as limited assets. The third is simple and complex unity. Any brand name trademark should be a simple symbol, should be clear, intuitive, easy to understand, easy to remember, have a very good visual image; but this simplicity is also high-level simplicity, it contains the management of the company's merchandise, technology, marketing, service Connotation can be passed through the various indicators of trademark identification, so it is complex. Fourth, solid and fragile unity. Brand-name trademarks are exceptionally solid, and burns are not bad, but they are extremely fragile. This comes from two aspects: On the one hand, it comes from its own brand, once the brand becomes famous, it is not permanent, it does not cherish, does not respect, and will not be eliminated in the competition; on the other hand, it comes from counterfeit products. The impact will be tragic if the brand name is not protected and cannot be safeguarded. The fifth is the unity of material and spiritual. The brand name is both a material result and a spiritual sublimation. This is the duality of the brand name. Brand-name products give people better material enjoyment, and the brand-name spirit is also a very valuable spirit, which embodies the spirit of total responsibility for consumers, the spirit of product excellence, and the constant pursuit of the business.

Give full play to the role of brand name

Since the reform and opening up, with the establishment of the socialist market economic system, the vast majority of commodities have changed from the "seller's market" to the "buyer's market," and the market competition has gradually shifted from price competition to brand competition, and international famous brands have changed. Participation in domestic competition has accelerated this transition. Brand names are not only a symbol of the economic strength of a country and a region, but also a comprehensive manifestation of a national and regional humanistic feelings, moral qualities, and values. They are also important weapons for improving product quality, effective means, and market competition.

The implementation of brand strategy is already imperative in our country. When Comrade Deng Xiaoping spoke in southern China in 1992, he said: "We should have our own competitive products and create our own brand name in China. Otherwise, we must be bullied." Comrade Jiang Zemin once explicitly demanded: "Establish a national ambition and create a world famous brand. In 1996, the "Quality Revitalization Program" promulgated by the State Council formally implemented the strategy of implementing brand names. In 1997, the State Economic and Trade Commission and the State Bureau of Technical Supervision jointly issued “Several Opinions on Promoting Enterprises to Create Famous Brand Products”. At this point, all provinces, autonomous regions, and municipalities directly under the central government have formulated and implemented brand strategy, and launched a total of provincial brand names to the society. Nearly 6,000 products. In 2001, with the approval of the State Council, the country established the China Famous Brand Strategy Promotion Committee and officially initiated the identification of China's brand-name products. A total of 180 products produced by 165 enterprises across the country were identified as Chinese brand-name products. Cultivating and developing brand-name products has become an important strategic measure for China's economic modernization.

Now that China has joined the WTO, the Chinese economy has started to talk to the world on a brand new platform. The form of this dialogue is the docking of the market and the market, the convergence of brand names and brand names, and the competition between famous brands and famous brands. There is no brand-name product that is famous in the international and domestic markets, and there is no brand-name product that enjoys core competitiveness in the country and even in the world. If it cannot participate in international competition, it cannot establish its leading position on the open stage, and it is even more difficult to embark on The road to sustainable development.

Actively implement brand strategy

Take Jiangsu Province as an example to illustrate how to implement a brand strategy. Jiangsu Province recognized early on the importance of brand-name products to the local economy. The provincial party committee and the provincial government attached great importance to the development of brand names, and took it as a strategic measure to promote the economic development of Jiangsu Province and accelerate the promotion of the province and the province. Since February 1993, it has successively made a series of important decisions to vigorously implement the brand strategy. . In 1994, the provincial government carried out overall deployment of the province's development of brand-name products. In 1998, the provincial government issued the "Opinions on the Development of Jiangsu Famous Brand Products." In 2001, in the “Tenth Five-year Plan for National Economic and Social Development of Jiangsu Province”, the objectives and tasks for the implementation of the brand strategy were further defined, and an important measure for the new round of development of Jiangsu's economy in the implementation of brand-name strategic operations was implemented.

After 10 years of vigorous implementation of brand-name strategy, a large number of brand-name products with a certain strength and market competitiveness have emerged and developed rapidly, which has played a positive role in promoting economic development in the province. In 2002, a total of 582 Jiangsu brand-name products were identified in the province. The total economic output of brand-name product manufacturing enterprises accounted for about 25% of the province's industrial economy, an increase of 15 percentage points from 10 years ago. The domestic market share of “Suhuo” industrial products is about 12.14%, which is 0.29 percentage points higher than the end of the “Eighth Five-Year Plan” period. The 19 products of 17 companies including Chunlan Air-Conditioning, Little Swan Washing Machine, Panda TV, and Senda Leather Shoes were awarded the title of another brand-name product by the General Administration of Quality Supervision, Inspection and Quarantine. The number of Chinese brand names won by Jiangsu Province ranks among the top in China.

At present, the total value of brand-name assets in Jiangsu Province has reached 4.7 billion yuan, of which the value of the 114 most valuable brands that account for 20% of the brand's total value is 32.82 billion yuan, accounting for about 70% of the total brand value, basically in line with the "28". The law, that is, 20% of rich people hold 80% of their wealth.

Strive to create name brand packaging

The packaging industry started late, the foundation is poor, and brand awareness is weak. Therefore, we must raise awareness, strengthen publicity, and actively implement the brand strategy of the packaging industry to change the current situation as soon as possible. To this end, we must focus on the following aspects:

The first is to combine the cultivation of brand-name packaging products with the development of economies of scale. The development of economies of scale is an important way to increase market share and economic efficiency of brand-name products. In the process of implementing the brand strategy, the packaging industry should take brand-name products as the leading factor, rely on backbone enterprises, and aim at increasing industrial concentration, vigorously promote industrial restructuring and corporate alliances, and form a group of enterprise groups led by brand-name products. A large number of brand-name products have grown, while at the same time it has also increased industrial concentration and overall quality.

The second is to combine the cultivation of brand-name packaging products with the level of improvement. The cultivation and protection of brand-name products must be backed by solid technical advantages. In the process of implementing the brand strategy, the packaging industry must vigorously strengthen the technical progress of the enterprise, so that the level of technology and equipment in the industry and the scientific and technological content of products will be greatly improved, and high-tech enterprises will accelerate development. At the same time, the improvement of the technological level of high-tech enterprises and the increase in output value lay a solid foundation for creating famous brands.

The third is to combine the cultivation of brand-name packaging products with enhanced quality management. Brand-name products are a symbol of high technology, and they are also high quality expressions. The core of brand names is quality, and quality is the life of famous brands. In the process of implementing the brand strategy, the packaging industry must strengthen quality management and actively promote scientific quality management methods. Packaging enterprises must establish a quality management system and pass ISO9000 certification. Packaging products should adopt international standards and advanced foreign standards so that the physical quality of products can reach or approach the advanced level of similar products of the world.

The fourth is to combine the cultivation of brand-name packaging products with the awareness of enhancing the brand awareness of the whole society. The cultivation, development, and growth of brand-name products are inseparable from social recognition and support. In the process of implementing the brand strategy, the packaging industry must establish a mechanism based on market evaluation, taking the agency as the main body, and actively promoting, guiding, and supervising the government as the guarantee, and aiming at customer satisfaction. It is necessary to carry out large-scale, high-level publicity of brand-name packaging products through the media, expand its influence both inside and outside the industry, and concentrate on cracking down on counterfeit brand-name violations to protect the legitimate rights and interests of brand-name products and brand-name product manufacturing enterprises, and create a concern in society as a whole. Brand-name, nurturing brand names, striving for brand names, promoting brand names and protecting brand-name atmosphere.

The fifth is to combine the cultivation of brand-name packaging products with an increase in market share. No matter what brand name it is, it must first be known to people. This means that brand names must first have a certain market share and market coverage. In the process of implementing the brand strategy, the packaging industry must follow the laws of market economy and use the brand name effect to make brand names fully play their roles, become powerful weapons for market competition, and continuously expand market share and market coverage. This is also the ultimate goal of implementing the brand strategy. .

At present, more and more packaging companies recognize the significance of brand-name products for the survival and development of enterprises, face the fierce competition in the international market, and raise awareness of the development of famous brands to the height of revitalizing the national economy. The packaging industry must unswervingly use Deng Xiaoping Theory and the important thinking of the "Three Represents" as a guide for action, advance with the times, explore new ideas, and implement the brand strategy with a global perspective, with a view to speeding up the international competitiveness of packaging enterprises. Accelerate the modernization, internationalization, and informationization of the packaging industry, and enable the packaging industry to further adapt to the needs of the development of the national economy, the expansion of foreign trade, and the improvement of people's living standards.

Wu Guorong

Reprinted from: Packaging World