Faced with the huge wheel of the times and the adjustment of the market economy, some home furnishing enterprises began to strengthen the upgrading of their brand image and face consumers with a brand-new image. However, not all "changing faces" will succeed, focusing on the posture of the home brand "changing face", how does the home brand play new tricks?
What are the new tricks for deciphering the "face-changing" password of the home brand? (Source network)
Home brand "changing face" popular three ways
In the “stable†home industry, in recent years, companies have often seen “changing facesâ€. For different companies, the way they choose to reshape their brand image is different. In summary, there are roughly three situations: First, repacking the brand image by replacing the brand identity, such as Ou Pai Home, St. Petersburg, S Kexin home, etc.; Second, continue the original resources, incorporate new products and services, and carry out “invisible†corporate image upgrades, such as Gujiajiao launching service brand “Gujia Guanaiâ€, and actually home to launch housekeeping services; From a higher perspective, we will rationally discard the connotation and extension of the original brand, and improve and enhance the value influence of the original brand, such as Qumei Home.
The first two cases are better understood. They focus on innovation in visual identity systems and brand behavior, while the third case is accompanied by an upgrade of corporate image, including adjustments in concepts, culture, and strategy. On October 28 last year, Qumei replaced “furniture†with “home†and implemented brand repositioning, which involved the business philosophy, brand culture, and the reshaping and re-engineering of the entire line of resources. The new Qumei strategy is centered on the three dimensions of “new productsâ€, “new values†and “new modelsâ€. Through capital, technological innovation and resource integration, the 8 major living halls are fully open and customized to become 8+N lifestyles; OAO platform Upgrade to version 2.0, upgrade from multi-screen linkage to human-machine linkage, use data, technology and the whole industry chain to improve the full experience of user consumption; and launch a new terminal store - you + life museum, from furniture sales to provide comprehensive life The transformation of the way has finally achieved the true “face change†of the brand.
Not all "changing faces" will succeed
For well-known brands that are influential in domestic or international markets, the reshaping and re-engineering of brand image is not a simple matter. Reinventing the brand "branding" in the minds of consumers, simply replacing the logo or pure service stacking does not work well. Sometimes rushing to change the original brand identity will expose the company to great risks.
On January 9, 2006, in order to transform into the digital field, Kodak gave up its brand logo, which was used in 1970, and adopted a brand new logo. The new logo highlights the word "Kodak" and changes the background to a simple, transparent color that looks more modern and international. However, Kodak represents traditional cameras and film in the minds of consumers, and consumers are not buying new logo images, or new brand images.
However, if the company proposes a business diversification or service diversification strategy for the brand image, if it is not established in the core value of the brand, brand positioning and brand personality, it may lead to contradictions or conflicts with the original brand image. In 1996, McDonald's hoped to expand its brand image and broaden its customer base, so it launched a new "adult" Hamburg series: "Arch Deluxe". In the advertisement, the children face the exquisite new burger with a disgusting expression. In the end, the burger suffered a fiasco. Because adults don't run McDonald's for a richer taste, the concept of adult burger also splits McDonald's long-standing, friendly and friendly family image.
Deciphering the home brand "changing face" password
Image is the foundation of the brand. Therefore, reshaping the image should not only change the brand name and brand behavior, but also have the “inner†innovation of the corresponding brand. The brand image truly reflects the brand positioning, culture, concept and strategy to maintain relative stability, long-term and recognizability.
In August of this year, Qumei Home launched the 5.0+ Life Museum. In your + living hall, we can find a lot of information. This furniture city store covering more than 2000m2 has multiple identities such as “living spaceâ€, “custom spaceâ€, “cafeâ€, “bookstore†and “VR experience hallâ€. Whether the visitor is for decoration inspiration, home consumption, or simply to spend time, you can get a satisfactory harvest from your + living hall. The sensory impact it brings to the public is not just a stylish piece of furniture, but a tangible living atmosphere, a simple and beautiful attitude to life.
The staff who have worked for many years at Qumei Home revealed that “from the 1st generation store to the 5th generation store, Qumei has been changing, but this time the adjustment is the biggest. Previously, customers entered the store, we talked about the most products, and around the products. Quality and design, but now we will actively participate in all aspects of decoration and decoration, will talk about the scene, talk about lifestyle, provide more comprehensive advice and services ·······
Including the previous, Qumei Home also replaced the slogan “European Original Designâ€, which has been used for many years, with “Design and Creation Lifeâ€. Obviously, in the way of life, Qumei Home has made a comprehensive layout.
Every move of the company's brand is carried out within a strategic framework, including the rebranding of the brand. Establishing a strong brand that can leave a "brand" in the minds of consumers requires a huge amount of money and effort, and rashly reinventing the brand image will only add cost and operational risks. Because there are many companies that have regained market success in brand reshaping, companies that have declined due to failed brand reshaping are numerous, and companies must be cautious.
Construction Decoration Bracket
We can make different kinds of Decoration Mount Bracket,Ornamental Shelf Brackets,Ribber Mounting Bracket,Right Angle Bracket,Black Bracket,Plaster Mounting Bracket, for you.
Plaster Mounting Bracket,Decoration Mount Bracket,Ornamental Shelf Brackets,Ribber Mounting Bracket,Right Angle Bracket,Black Bracket,Clip
MGX Metalworks Co., Ltd. , https://www.mgx-metal.com