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公告 |
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Smoke and mirrors, then the lens brand
susunrody 发表于 2012/10/22 7:41:00 |
| Opened the glasses industry magazine, inside numerous brands dazzling,
especially lens brand, how a "mess" Zile. To me so immersed in the
industry for more than three years of semi-professionals, and feel so,
so consumers do not know what a pair of lenses, how to differentiate
Cognitive these brands? The lens industry brand behavior is
self-entertainment since music, fake ray bans
did not consider the cognitive abilities and needs of consumers. No
differences between the stage and most of the lenses brand is still in
the trademark, brand and brand core value point, no personality, no
spread of ..., trademark, only used to distinguish between the products
of different manufacturers.Analysis, from the information I now
understand lens brand enterprises are mostly divided into the following
categories:Corporate brand: Essilor, the moon, the new. . . . . . ,
Corporate brand is also a channel for most brands and consumer
awareness;Channel brand: Wei Teng, more than friends, Sasaki, Prince,
Kodak. . . . . . Such brand is no strict, purely for the area of
??market channels, to prevent market conflict, with the expansion of
corporate channels, the brand is more and more part of the enterprise as
many as a dozen channels brand;Brand: super tough, double the
Philippine universe to Miles Road, good student, a good future. . . . . .
Segment such brand product characteristics, has a unique selling point,
but also most of the companies are also confined to the comparative
advantage of the differences in type products.Brand of special groups:
good student, good future, Shuimunianhua is, the good doctor. . . . . .
Launched the product brand for the special needs of special groups, but
often lack of real support.The raw brand: CR-39, MR-7, TREVIXE. . . . . .
Pure brand of industrial products is limited to the dissemination
channels, no spread of the value for the consumer;Film brand: same mold
layer gives the concept: Diamond crystal film, King Kong film. . . . . .
The purpose of the enterprise is to facilitate consumer awareness, but
whether there is effect, with who knows who.I believe that the confusion
in the industry the way the brand split, at least the following two
major drawbacks:Cause confusion: consumer awareness and consumers by
professional limitations, limited cognitive lenses knowledge, few
consumers may know some spherical and non-spherical, refractive index
and other professional terms, most consumers know nothing about . If our
message is so confused, and more is that there is no way to judge the
pros and cons of the lens, and buy the most suitable for their own
lenses. In the long run, more harm than good to the development of the
industry as a whole.Decentralized dissemination of resources: to build a
brand, and can not be separated to promote the spread, and now in
addition to the moon, Essilor Transitions focus on to build a consumer
brand, the spread of most lenses brand also confined to the industry, cheap ray bans
as published in the industry magazine advertising, because of this
confusion in the multi-brand strategy, some enterprises in a magazine
published in the 4-6 pages for different brand information passed. So,
not only is the reader's cognitive confusion, also contributed to the
spread of tremendous waste of resources. Similarly 1,000,000 promotion
expenses, with the effect of a brand must be better than average in five
brand effect is strong. |
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