The future LED lighting belongs to enterprises with strong brand influence, whether it is upstream, midstream or downstream, this is the development trend of the industry.
What kind of situation are we facing now? In traditional lighting, there are some strong brands: NVC, Op, Sanxiong Aurora, including foreign, such as Philips, Osram, GE. With the introduction of new LEDs, we will find that they are not too far away from each other and everyone is at the same starting line. The popularity of LED applications allows you to reshape your brand, and if you don't have a brand you can build it now.
The brand is far from a product, a name, a logo, a symbol, a slogan, an advertisement, a voice, these are just external physical factors of the brand. The brand itself is an overall feeling, including what consumers see, hear, know, read, and think about, and everything that consumers can't see and think about. We usually compare the brand to a person behind a door. Consumers can imagine whether it is a man or a woman. Whether it is tall or short, fat or thin, active or conservative, introverted or extroverted. A brand is something that really makes consumers think of it.
An LED brand with brand equity allows you to get a premium beyond the value of the product itself. The ability to get spillover stock prices among investors helps companies increase their added profits. I believe that LED lighting will happen in the future, and the world is a world of increasing convergence.
Branding is very important, it can effectively help you from one of the many products, the fastest tool that is recognized by customers. This is an era of information flooding, it is getting harder and harder to find differences, and now consumers are getting smarter.
Today, we are faced with a product-rich market, go shopping in the supermarket, especially to buy products that you are not familiar with, in front of the shelves, do not know what to buy. Generally look at the height of the shelf first, then look at the price. Products with a high degree of visibility must be the largest in sales, although not necessarily the best.
Consumers look at the price, the price is relatively high, and the quality will be better. Some consumers have obvious brand loyalty. For example, toothpaste he wants to buy Colgate.
Therefore, if the company can achieve the Lenovo and recognition of the end consumers, it is equivalent to a successful LED brand.
Philips is an interesting example. If there is a person behind the door called Philips, consumers will not think it is a woman, and consumers will not think it is 18 or 60 years old. I have done research before. Others say that Philips is an engineer with glasses and is wearing a blue coat. This has already been formed in the minds of consumers. In fact, Philips has always wanted to change this image, and it hopes that the brand will be more young.
However, it is also very important to be a brand. When a company makes a certain commitment, if it feels that the commitment belongs to the enterprise, it is correct. It is necessary to continue to combine it and solidify it. Otherwise, it will not hold it, and it will not be able to take it. it. There is a belief and value to convey, and its benefits are to reduce complexity and simplify the decision-making process.
Strong brands can survive the company's ignorance, some companies have lost their lives, their workers have been fired, factory machines have been sold, but it still has a brand in hand, then it is still a billionaire. This is the power of the brand and its vitality.
Source of this article: Zhou Xuejun, Marketing Director, Asia Pacific, Philips Lighting
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