Brand -- One Of The Most Valuable Assets Of Shoe Companies.

Brand is one of the most valuable assets of an enterprise.

To this day, business managers with foresight and insight have realized the importance of brand equity. The rational use of brands can quickly and effectively achieve their own development goals.

Brand is not only a product and service, it is related to the operation and development of an enterprise, but also determines its role in the industry.

That is to say, brand means the reason for an enterprise to survive.

For clothing,

This is especially true for brands with high added value. Brand is almost the most important theme and content of industry management.

The reason why the best brands are more popular is determined by the PATH of the human brain.

PATH represents promise (commitment), acceptance (accreditation), trust (trust) and hope (expectation) respectively.

PATH can not be quantified, even without ready-made tools that can be measured or touched, but it can sense and touch the human mind.

For example, when we buy a pair of American

When we sneakers, we are happy because we choose not only a brand but a personality and fashion. When walking on the street, people's eyes are envious and appreciating. You are not a pair of shoes at this time, but a way of life.

This feeling is the most important brand asset of a footwear brand, and how does it come from? It must come from the details of product design and manufacture.

Good sneakers are smooth in appearance, delicate in detail, and have no sense of hardness in their hands and feet. The glue is unique and fragrant. For example, the glue used by ADI and Nike is specially made, the price is high, and there is a unique glue smell. Because of the low location and low price, the general shoes can not afford the glue. Usually, the brand positioning of a pair of shoes can be known through the smell of glue.

Almost all excellent brands distinguish their high value brand positioning through these hard to find and observe details, but these details must be felt when consumers use products, and the oral effects after it can not be underestimated.

And the competitiveness of a brand lies in the fact that its surface is hard to replicate. Its core competitiveness lies in the feeling and the feeling of consumers, so competitors are hard to imitate.

The upgrading and shaping of brand equity also comes from the design and dissemination of some marketing activities.

For example, Nike sports (China) Co., Ltd. again held the Nike sports meeting in the outfield of Shanghai gymnasium in from August 23rd to 26th, and launched excellent activities including basketball, soccer, tennis, table tennis, badminton and so on to provide a diversified platform for young people.

The design of this activity shows Nike's brand positioning very well: youth, sports, happiness and individuality.

There is still a big gap between the brand of Chinese shoes and the brand equity of international brands.

For example, the manufacturing cost of Qingdao double star shoes and Nike shoes is only 3 to 5 cents, but the market price of the two pairs is 5 times.

China's shoe brand is not only difficult to expand the international high-end market, but in turn, in the domestic consumer market, top brands are almost monopolized by international brands.

And this gap will exist in a certain period of time. To narrow this gap, we must start with the design and brand positioning, strictly control the manufacturing links, and take the initiative and creative innovation in marketing.

The international brand such as Nike has been brewed since 1962, and has a strong cultural orientation of advocating and innovating individuality. This contrasts with the fact that China's brand building started at the very beginning of reform and opening up.

The construction of brand equity is a long and long running thought, which needs to stop utilitarian and refrain from quick success and instant benefit. It needs to be cautious and beginning to accumulate.

We are delighted to find that China

Brands such as double star, Anta, XTEP, Hongxing Erke, 361 degree, Lining and other brands have sprung up like mushrooms, and their brand awareness is very strong. Their competition with international brands is actually a contest of brand equity.

Later, perhaps the last outcome of this competition is no smoke.