On December 21, Chairman of the Brand Alliance, Initiator and Secretary-General of the China Brand FestivalWang YongInvited to CCCC Xi'an Road Construction Machinery *** hereinafter referred to as CCCC Xizhu, is a subsidiary of CCCG), to"Promote the transformation and upgrading of enterprises with brand building".The topic was taught throughout the day. Secretary of the Party Committee and Chairman of CCCC XizhuPeng Zhengyongand other leaders and more than 60 heads of various departments and branches participated in the whole process.
Wang Yong's sharing started from six aspects: brand building background and value significance, brand concept understanding and characteristic performance, brand building party and brand system, brand status quo and current achievements of CCCG brand, CCCC Xizhu brand combing and benchmarking analysis, and brand building methods and path suggestions of central enterprises.
Wang Yong believes that the importance of brand building is undoubted, from the general secretary of the "three changes" expositionPromote the transformation of Made in China to Created in China, the transformation of Chinese speed to Chinese quality, and the transformation of Chinese products to Chinese brands).The spirit of a series of documents and instructions to the provincial party committee and province all show this. In February this year, Zhang Yuzhuo, director of the State-owned Assets Supervision and Administration Commission, proposed to improve the core competitiveness of central enterprises and state-owned enterprises from the four aspects of "science and technology, efficiency, talent and brand", which is the first time that the main leaders of the State-owned Assets Supervision and Administration Commission have raised the brand work to such a height.
The brand building of central enterprises is of great significance, and Wang Yong analyzed it from three levels: strategy, enterprise and user. At the strategic level, strengthening brand building is a strategic choice for cultivating world-class enterprises, a practical need to improve the level of international operation, the only way to win new competitive advantages, and an inherent requirement to maintain and increase the value of state-owned assetsAt the enterprise level, brand building is the source of competitive advantage of central enterprises, which can protect product characteristics, distinguish other brands, meet customer quality requirements, give products unique associations, and is also the best financial returnFor users, it can identify products, trace the basis of manufacturer's responsibility, reduce search costs, strengthen symbolism, reduce purchase risks, and form a contract spirit.
What is a brand?Wang Yong believes that brands can be simply summarized as "tools + experience + relationships".: From a corporate point of view, it is an effective tool for obtaining excess profits;From a consumer perspective, it's a unique experience that makes a difference;From both perspectives, it is a close interaction between businesses and consumers. Representation, collection, assets, leadership, duality and exclusivity are the six characteristics of the brand. Brand building is a systematic project, but also a long-term project, the need to raise the group's strength to jointly promote, set up a complete set of leadership team, determine a precise brand strategic positioning, refine a slogan that can be widely spread and continue to spread, design a permanent landing and continue to hold festivals, as well as a set of resource integration, systematic marketing combination punch.
Wang Yong said that to be a brand, we must be good at telling stories and using the power of literary and artistic works. Brand building is a long-term and complex system project, but it also needs to have a simple and catchy expression. He believes that the brand slogan should follow the "Trinity Standard": "the people use, the tourists recognize, the opponent hates" and "say it again".
Brand building needs to learn resource integration, Wang Yong mentioned that resource integration needs to keep in mind 6 sentences: what resources do I need most?Who has the resources I need and have a surplus?What resources do I have that the other side needs and have a surplus?Excess to excess!Turn our needs into each other's needs. Integrity first, exceed customer expectations.
There are five methods for brand building, namely the "54321 rule", including "five stresses and four beauties", "half-heartedness" and "one degree". The "five stresses" refer to positioning, design, marketing, public relations, and communication"Four beauties" refers to the beauty of terminals, services, and experiencesThe "three hearts" refer to determination, confidence, and patience"Two meanings" refers to sincerity and creativity, which can also be said to be meaningful and interesting"One degree", that is, customer satisfaction, is divided into three degrees, popularity, reputation, and loyalty. Brand building should also pay attention to the four senses, namely the sense of presence, participation, ritual and gain. Wang Yong also shared the cultivation method of high emotional intelligence: emotional intelligence = sunny quotient (optimism) diligent quotient (diligence) and qingqi quotient (responsibility).
Wang Yong repeatedly emphasized that the premise of doing a good job in brand work is "people-oriented", and the core of brand work is "people", and the value of people should be respected. In the Q&A session, Wang Yong talked about "your favorite brand and its concept", "the brand slogan that impresses you" and "why do Chinese people trust Huawei and Gree so much?".These three questions were discussed.
In the afternoon sharing, Wang Yong focused on the analysis of "the current situation and current achievements of CCCG's brand". He believes that CCCG should insist"The brand is unlimited, the brand is priceless, and the brand is boundless".Adhering to the principle of "adhering to the combination of problem-oriented and first-class benchmarking, adhering to the combination of value-driven and management improvement, adhering to the combination of historical accumulation and future planning, and adhering to the combination of overall promotion and classified management", through "one year to lay the foundation, two years to improve quality and efficiency, and three years to promote lean", improve the level of brand management, improve the brand management pattern, create a good brand image, and promote the continuous improvement of the company's overall brand value.
Wang Yong also sorted out the advantages and disadvantages of CCCC Xizhu brand development, and benchmarked the brand building characteristics of enterprises and units such as Nisko Machinery, German Marini, Sany Heavy Truck, Zoomlion, Nanfang Road Machinery, Kweichow Moutai, and the Forbidden City.
In the suggestions on the method and path of brand building of central enterprises, Wang Yong believesFrom the industry to the brand, it is necessary to "be harmonious and different, and share the beauty and beauty". At the industry level, it is necessary to "seek common ground", because everyone gathers firewood and the flame is high;At the brand level, it is necessary to "keep differences", and the uniqueness is not low-key.
Wang Yong also introduced the theoretical model of the "1334 bullseye circle" of the brand alliance: around a "bull's-eye", convey brand value, establish brand image, and precipitate brand equity;Through the six elements of "brand positioning, core value, brand concept, brand slogan, brand VI, and brand architecture", the value system of brand internal cognition and management is described, and the image system of brand external identification and communication is constituted. Finally, Wang Yong saidBrand work is a systematic project, which needs to be built and shared by all employees.
Director of the Corporate Culture Department of CCCC XizhuZhang HuaizhiIn the final summary, he said that Wang Yong's sharing was full of dry goods: first of all, the content was very attractive, which not only had a very comprehensive brand building theory system, but also a large number of in-depth cases;What is more attractive than the content is that Wang Yong taught a way of thinking, a method of scientific analysis of problems, and many seemingly unsolvable events were finally solved because of the change of the way of thinkingWhat is more attractive than the method is that Wang Yong also conveys an attitude of doing things well and living a good life"As long as you work hard, you will get things done".confidence.
CCCC Xizhu was founded in 1959, the predecessor of "Xi'an Road Construction Machinery Factory of the Ministry of Communications" is a backbone enterprise directly under the Ministry of Communications, has been committed to the development and manufacture of road machinery products, China's first set of forced batch asphalt mixture mixing equipment, the first asphalt mixture paver, the first stabilized soil mixer and so on were born here, always leading the development of the industry. In the past 60 years, the company has played an important market influence in the global road machinery industry with more than 50 products in three series of mixing equipment, paving equipment and maintenance equipment.
Founded in 1996, Brand Alliance is a respected brand link and promotion platform with the mission of "empowering Chinese brands", focusing on the top-level design of central enterprise brands, providing one-stop and multi-dimensional brand building solutions, and is committed to making Chinese brands more respected