As a part of the home, the wardrobe has been widely accepted by the world. From the "new industry" theory to today's household name, the development of the wardrobe product is constantly growing and growing. At the same time, a variety of branded wardrobes have been born, such as the major brands we know well, Sophia, Haley, Han Li, Lauka, Shi Niman, Kathy, Delman, Deville, Youfei .....
The current Chinese concept of branding is getting stronger and stronger, because a good brand will bring good service. However, we cannot be too short-sighted and generalized. Because the wardrobe industry has some special features that are different from other industries. First of all, the wardrobe is a full-custom product, and the wardrobe is designed and manufactured by the manufacturer according to the needs of the customer. Secondly, the wardrobe is a product with low attention and high importance. An industry that only pays attention to and chooses when customers have demand. Third, as far as the entire pan-home industry is concerned, the wardrobe is still a relatively new type of industry. It combines many elements, and in a sense, it is more similar to the fashion industry like fashion. Therefore, in the current part of China's second- and third-tier cities, the consumer psychology of consumers is “only buy right, not expensive. They prefer to go to some local small workshops to personally select materials to customize, and do not want to spend high. Usually 15%-20% of the price to buy brand wardrobe. Therefore, these brand wardrobes need to further sink the market, improve the overall awareness of the mass consumers, and constantly strengthen consumer brand awareness.
When it comes to brand awareness, we have to define a few concepts.
1. What is a brand?
The famous marketing scholar Philip Kotler defines the brand as: a brand is a name, noun, symbol or design, or a combination of them, the purpose of which is to identify a seller's product or service and make it compatible with competitors. The difference between products and services.
2. What is brand awareness?
The so-called brand awareness, including a lot, the first aspect comes from the maintenance and construction of the image of the brand by the merchant, and the second aspect comes from the consumer's impression of the merchant.
From the perspective of the business: If a company wants to be bigger and stronger, it must have its own brand. In this way, both in product promotion and corporate image, it is a key thing. Second, the brand can bring talents. A force that consumes intuition. From the consumer's point of view, if everyone hears a brand of products every day, when he needs it, his first choice must be the brand he hears every day, just like why the refrigerator likes to buy Haier. Washing powder likes to use Tide or carved cards. This is the brand strengthening, and accordingly, the product has entered the hearts of consumers.
The meaning of brand marketing
Brand is not only the product's logo, but also the comprehensive manifestation of product quality, performance, service and so on to meet the reliability of consumers' products. A good brand must express at least six meanings: one is attribute, the other is interest, the third is value, the fourth is culture, the fifth is personality, and the sixth is user.
As a wardrobe company to develop in the long run, it must constantly strengthen the brand awareness of mass consumers. The wardrobe enterprises themselves continue to maintain their brand image, strengthen the propaganda and influence of their own brands, and let the brand penetrate the hearts of the people. Every aspect of the wardrobe industry must operate in accordance with the requirements of the brand, regardless of product quality or corporate culture and teamwork. Many people in the industry often say that wardrobes are a low-entry industry, but some people have gained strength when they first entered the wardrobe industry, but they did not achieve the imaginary success. Just because many people have not recognized the particularity of the industry, and have not been able to grasp the deep meaning of the wardrobe brand.
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