Recalling the four factors that led to the "hollowing" of floor brands

Today's flooring industry has such a phenomenon: Many floor brands are well-known, but consumers' awareness and loyalty to the brand are relatively low. Brands and products have not yet formed positive interactions and it is difficult for consumers to form purchasing power. The reason for this phenomenon lies in the fact that the core values ​​of these floor brands are not clear enough, and the brand appeal is not accurate; the correlation between brand image and core values ​​is not significant, and the personality is not clear enough. To a certain extent, the brand's "hollowing" has become a typical puzzle faced by some floor brands. What are the factors that lead to the "hollowing" of floor brands?

First, the targeted consumer is not targeted The fuzzification choice of the target consumer is an important reason for the “hollowing” of the floor brand. Different consumers have different needs and perceptions of brands. The clearer the definition of target consumers, the clearer brand positioning and the more prominent brand personality. At present, some brands in the flooring industry are pursuing market efficiencies one-sidedly, irrationally extending their product lines, complex product specifications, and unclear brand target consumers. Some brands even “big packs” and excessively pursue the popularity of the brand. The result must be that the brand positioning is not clear, and the problem of “hollowing” the brand is highlighted.

Second, brand core values ​​are over-diluted Brand core values ​​are the essence of the floor brand and represent the ultimate meaning of the brand to consumers. In the practice of brand building, the brand appeals of many floor brands cover almost all “selling points” and “difference points”. The core values ​​are too broad and not enough to concentrate; some brands blindly follow the trend, pursue the so-called trend of the times, and often adjust and change brands. The core value, adjusted core value of the brand is quite different from the original, and is even the opposite.

Third, the brand image is not clear enough to create a distinctive brand image is the focus of brand building, brand image is not clear but also can easily lead to the floor brand "hollowing." First, brand visual identity and brand core values ​​are not coordinated. “Coca Cola” expresses the brand's romance and passion through dynamic logos and red colors. “Pepsi Cola” expresses the brand's youth and dreams through blue colors, and both realize the harmonization of the intrinsic value and external performance of the brand. The distinctive brand image clearly distinguishes these two brands in the same category. The second is the exaggeration and hollowness of the brand image. Individual floor companies in the promotion of brand building process, the product differentiation point is over-exaggerated, such as the description of the floor materials, processing technology, etc., it is difficult for consumers to understand the true commitment of the company, the floor brand credibility and persuasiveness is very easy So lost.

Fourth, brand communication failed to integrate effectively. There is a strange phenomenon in the operation of floor brands. That is to say, brand information put in different media by the same brand is quite different, and some even conflict with each other, failing to show consumers accurate Brand appeal. In addition, companies are accustomed to choosing media based on their own preferences, rather than based on the brand's attributes and brand promotion direction, resulting in a failure to fully superimpose and magnify the propaganda effect of various media, and the effectiveness of brand publicity will be greatly reduced.

Effectively improving the level of brand technology, constantly enriching the brand connotation, and highlighting the brand style characteristics are fundamental to avoiding the “hollowing out” of floor brands and achieving brand emergence. One of the companies in the flooring industry must closely focus on brand development needs, take environmental protection, comfort and other areas as breakthroughs, increase investment, focus on key issues, and thoroughly solve the key technical issues that restrict the development of brands, and turn them into core brand competitiveness in a timely manner. Second, in accordance with world-class standards, we must further promote the construction of technology research and development centers, constantly clarify responsibilities, improve systems, and optimize processes, and work hard in terms of standards, efficiency, and vitality.