The growth path of enterprise cross-border store brand building
Under different industry competition patterns, the multiple possibilities and concerns of brand building are issues that enterprises should focus on. The brand building of enterprises’ cross-border store opening can be divided into four periods. Now, let’s take a look at the growth path of enterprise cross-border store brand building.
- Brand 1.0 Period: Advertising Communication Stage
The category that the company is engaged in is in its infancy, and the market does not know enough about the product. The core of this stage is the need to use penetrating and highly permeable media to shape the familiarity of the category. Focus on advertising and build the core of brand awareness.
- Brand 2.0 Period: Mental Positioning Stage
When the product industry in which the company is engaged is highly competitive, the products are highly homogenized, and there are a large number of similar suppliers in the category, the core task of the company is the brand 2.0 stage, which needs to be differentiated. This differentiation is to help customers establish a distinction and help consumers to identify quickly. At this time, “mental positioning” has become a very important work and mission.
- Brand 3.0 Period: Brand Equity Stage
When an enterprise develops into a large scale and needs to be integrated, brand expansion and mergers and acquisitions are to enable our brand value to cover adjacent categories during the integration process, and “brand” has become a very important booster for the company’s growth.
Fourth, the brand 4.0 period: brand growth stage
When an enterprise enters the level of customer management and needs to build long-term customer value, the brand is the “lubricant”, “connector” and “value output engine” of the long-term customer relationship.
From brand 1.0 to 4.0, it can be designed and planned from the very beginning, which is also the core orientation and thinking of operation, thus driving growth. Branding is not limited to just a result, but a process. It is a business model for cross-border businesses to build brands.
For enterprises that open stores across borders, the value creation space brought by “brand enterprises” is not only the commercial value it creates, but also a series of social values related to the brand.