The national manufacturing single champion certification is a special action carried out by the Ministry of industry and information technology to guide manufacturing enterprises to focus on innovation and quality improvement, enhance the international competitiveness of China's manufacturing industry, and promote China's industry as a whole to move towards the middle and high end of the global value chain. This paper introduces how to formulate and implement brand building strategy and how to evaluate the effect of brand building in the process of helping enterprises to apply for national manufacturing single champion certification. The article points out that brand building strategy should be systematically analyzed and planned from the aspects of core competitiveness, target market, target customers, brand positioning and brand communication, so as to enhance the popularity, reputation and loyalty of enterprises. The article also introduces the brand effect evaluation model adopted by Shangpu Consulting Group, including brand equity evaluation, brand contribution evaluation, brand value evaluation, etc., as well as the corresponding evaluation methods and indicators. The article concludes with a summary of the experience and gains of the brand building of Champ Consulting Group, as well as the challenges and prospects it faces.

The national manufacturing single champion certification refers to enterprises (products) that focus on certain segments of the manufacturing industry, adhere to professional development, global market share, strong innovation capabilities, and high quality and efficiency, representing the highest level of development in the global manufacturing segment And the strongest market strength. Since the State Ministry of Industry and Information Technology2016Since the year, a special action has been launched to cultivate and upgrade individual champions in the manufacturing industry, aiming to accelerate the cultivation of a number of high-quality manufacturing enterprises and promote the improvement of industrial basic capabilities and the modernization of the industrial chain. As2021At the end of the year, a total of six batches1000A number of enterprises (products) obtained the national manufacturing single champion certification.

Shangpu Consulting Group is an organization focusing on providing comprehensive consulting services for manufacturing enterprises, with rich industry experience and professional team. In the process of helping companies apply for national manufacturing championship certification, Shangpu Consulting Group found that brand building is an important link that cannot be ignored. Brand is not only the logo and symbol of the enterprise (product), but also a bridge to establish relationship and trust between the enterprise (product) and the market, customers, partners and other parties. A strong brand can enhance the influence and competitiveness of the enterprise (product), enhance the added value and premium ability of the enterprise (product), and promote the sustainable development of the enterprise (product).

Therefore, while helping companies apply for the national manufacturing championship certification, Shangpu Consulting Group also provides companies with the formulation and implementation of brand building strategies and the evaluation of brand building effects. This article will introduce the contents and methods of the brand building of Shangpu Consulting Group from the following three aspects:

Formulation and Implementation of 1. Brand Building Strategy

Brand building strategy refers to the development and implementation of a series of targeted brand activities according to the characteristics and objectives of the enterprise (product), as well as the needs of the market and customers, in order to enhance the brand's popularity, reputation and loyalty. Champ Consulting Group in the development and implementation of brand building strategy, follow the following principles:

Based on the core competitiveness of the enterprise (product), highlight the advantages and characteristics of the enterprise (product), and create a unique brand image and personality.

Take the target market as the guide, analyze the scale, structure, trend, opportunity and threat of the market, determine the target market and target customers of the brand, and formulate appropriate market positioning and market entry strategy.

Take the target customer as the center, understand the customer's needs, preferences, behavior and satisfaction, establish an effective customer relationship management system, provide high-quality customer service and experience, and increase customer awareness, recognition and trust.

Using brand communication as a means, using a variety of channels and methods, such as advertising, public relations, social media, word-of-mouth, activities, etc., to convey the brand's concept, value and story, and improve the brand's exposure and influence.

With continuous improvement as the guarantee, establish a sound brand management system and mechanism, regularly monitor and evaluate the effect of brand building, timely adjust and optimize brand building strategies, and constantly innovate and enhance the brand.

According to the situation of different enterprises (products), Shangpu Consulting Group has formulated different brand building strategies and assisted enterprises to implement them. For example:

For an enterprise specializing in the production of high-end CNC machine tools, Shangpu Consulting Group helped it determine the brand positioning of "excellence, innovation and leadership" and the brand name of "precision machine tools. Shangpu Consulting Group also helped the company design a simple and powerful brand logo and a brand slogan "Seiko Unlimited", which means "The Way of Seiko". Shangpu Consulting Group also assisted the company to carry out a series of brand communication activities, such as displaying its products and technologies at important exhibitions at home and abroad, publishing its success stories and customer evaluations on professional media, and sharing its research and development progress on social platforms. And industry dynamics, participate in or host related forums and seminars at industry associations and academic institutions. Through these activities, the enterprise successfully established its professional image and leading position in the field of high-end CNC machine tools, and obtained the national manufacturing single champion certification.

For an enterprise specializing in the production of high-performance lithium battery materials, Shangpu Consulting Group helped it determine the brand positioning of "green energy, smart travel" and the brand name of "green intelligence. Shangpu Consulting Group also helped the company design a brand logo that symbolizes "green and smart", and a brand slogan that expresses "providing the best power solution for new energy vehicles", "Green Smart, Unlimited Power". Shangpu Consulting Group also assisted the company to carry out a series of brand communication activities, such as displaying its products and technologies on new energy vehicle-related exhibitions, media, and platforms, and promoting the safety, stability, and life of its products inside and outside the industry. In terms of advantages, it demonstrates the compatibility and reliability of its products in cooperation with new energy vehicle manufacturers, and demonstrates the environmental protection and energy saving of its products in terms of social responsibility. Through these activities, the company successfully established its green and smart image in the field of high-performance lithium battery materials, and obtained the national manufacturing single champion certification.

Evaluation of the effect of 2. brand building

The evaluation of brand building effect refers to the quantitative or qualitative analysis and evaluation of the implementation and impact of brand building strategy by using certain models, methods and indicators to test whether the brand building strategy achieves the expected goal and whether it needs to be adjusted or optimized. In evaluating the effectiveness of brand building, the Champ Consulting Group uses the following models:

Brand equity assessment: Brand equity refers to the various intangible assets that a brand has, such as brand awareness, reputation, loyalty, and relevance. Brand asset assessment refers to the quantitative or qualitative measurement of these intangible assets to reflect the position and value of the brand in the market and the customer's mind. Champ Consulting Group adoptedAakerA five-dimensional model of brand equity is proposed to evaluate brand equity, which includes the following five dimensions:

Brand loyalty: refers to the customer's recognition, trust and preference for the brand, as well as the customer's willingness to buy and recommend the brand repeatedly. Shangpu Consulting Group measures customer loyalty to the brand by conducting questionnaires or interviews with customers, and divides customers into different levels according to customer loyalty.

Brand awareness: refers to the market and customer awareness of the brand name, logo, slogan and other identification elements. Shangpu Consulting Group measures brand awareness by testing or sampling the market and customers, and divides the brand into different stages according to the depth and breadth of brand awareness.

Brand relevance: refers to the degree of market and customer awareness of the various attributes, characteristics, emotions, etc. associated with the brand. Shangpu Consulting Group measures brand relevance by conducting questionnaires or interviews with the market and customers, and classifies brands into different types according to the strength and differentiation of brand relevance.

Brand quality perception: refers to the subjective evaluation of the quality level of brand products or services by the market and customers. Shangpu Consulting Group measures brand quality perception through questionnaires or interviews with the market and customers, and classifies brands into different levels according to brand quality perception.

Other brand assets: in addition to the above four dimensions, the brand may also have other intangible assets, such as brand innovation ability, brand social responsibility, brand partners, etc. Champ Consulting Group measures other brand assets through questionnaires or interviews with markets and customers, and classifies brands into different categories based on the importance and influence of other brand assets.

Brand contribution assessment: brand contribution refers to the contribution of the brand to the sales, profit margin, market share and other business performance of the enterprise (product). Brand contribution assessment refers to the comparison of the business performance of different brands or the same brand at different times, places, channels and other conditions to reflect the brand's value-added ability and premium ability to the enterprise (product). Champ Consulting Group adoptedInterbrandproposed brand strength model to assess brand contribution, which includes the following four dimensions:

Brand leadership: refers to the position and influence of the brand in the market or industry, as well as the brand's ability to lead and shape the market or industry. Shangpu Consulting Group evaluates brand leadership by analyzing the scale, structure, trends, competition and other factors of the market or industry, as well as the brand's share, growth, innovation and other indicators in the market or industry, and divides the brand into different levels according to the level of brand leadership.

Brand stability: refers to the sustainability and predictability of the brand in the market or industry, as well as the brand's ability to adapt and resist changes in the market or industry. Shangpu Consulting Group evaluates brand stability by analyzing factors such as the degree of change, risk and opportunity in the market or industry, as well as indicators such as the historical performance, future expectations and crisis response of the brand in the market or industry, and divides the brand into different levels according to the level of brand stability.

Brand support: refers to the various resources and efforts invested by enterprises in the brand, such as R & D investment, marketing investment, talent investment, etc. Shangpu Consulting Group evaluates brand support by analyzing the amount, proportion, effect and other factors invested by the enterprise in the brand, as well as the objectives, strategies, plans and other indicators formulated by the enterprise for the brand, and divides the brand into different levels according to the level of brand support.

Brand protection: refers to the brand has the ability of legal protection and market protection, such as brand registration, patent application, anti-counterfeiting and so on. Shangpu Consulting Group evaluates brand protection by analyzing the various legal rights and certificates owned by the brand, as well as the various infringements and competition encountered by the brand in the market, and divides the brand into different levels according to the level of brand protection.

Brand value assessment: Brand value refers to the present value of the future economic benefits that the brand can bring to the enterprise (product). Brand value assessment refers to the estimation and calculation of brand value by using certain financial models and methods to reflect the value of the brand on the balance sheet. Champ Consulting Group adoptedKellerThe proposed customer-based brand value model to evaluate brand value, the model includes the following four steps:

Identify customer base: Customer base refers to the customer group that has had or is likely to have had transactions or contacts with the brand. Champ Consulting Group conducts research and analysis of the market and customers to determine the size, structure, and characteristics of the customer base.

Estimating customer loyalty: Customer loyalty refers to the customer's willingness to repeat purchases and recommend a brand. Champ Consulting Group estimates customer loyalty by conducting questionnaires or interviews with customers, and classifies customers into different levels based on customer loyalty.

Estimating customer lifecycle value: Customer lifecycle value is the net cash flow that a customer can bring to the business (product) during its transaction or contact with the brand. Shangpu Consulting Group estimates the customer's life cycle value by analyzing the customer's purchase frequency, purchase volume, purchase price, purchase cost and other factors, and divides customers into different categories according to the value of the customer's life cycle.

Calculate brand value: Brand value is the result of adding up the life cycle values of all customers and discounting them. Champ Consulting Group calculates brand value by applying a certain discount rate and time period, and classifies brands into different levels based on brand value.

3. summary and prospect

In the process of helping enterprises apply for the national manufacturing championship certification, Shangpu Consulting Group has deeply realized the important role of brand building in enhancing the competitiveness and influence of enterprises (products). By formulating and implementing scientific and reasonable brand building strategies, as well as evaluating and optimizing the effect of brand building, Shangpu Consulting Group has created a number of brands with international level and international influence for enterprises (products), and has made positive contributions to the development and growth of enterprises (products).

Shangpu Consulting Group has also gained some experience and gains in brand building, such:

Brand building needs to have clear goals and strategies, not blindly follow the trend or imitate, according to their own characteristics and advantages, as well as the needs of the market and customers, to develop their own brand positioning and image.

Brand building requires continuous investment and support. It cannot be accomplished overnight or halfway. It is necessary to continuously adjust and optimize brand building strategies according to changes in the market and customers, and continuously innovate and enhance the brand.

Brand building needs effective evaluation and feedback, not by feeling or subjective, to use scientific models and methods, the effect of brand building quantitative or qualitative measurement and evaluation, to test whether the brand building to achieve the desired goals, and whether the need to adjust or optimize.

Champ Consulting Group also faces some challenges and prospects in brand building, such:

Brand building needs to match the strength of the enterprise (product), which can not be false or exaggerated. It should be based on the core competitiveness of the enterprise (product), the quality and efficiency of the enterprise (product) as the guarantee, and the innovation and development of the enterprise (product) as the driving force.

Brand building needs to be coordinated with the national manufacturing single champion certification, not out of touch or conflict, to meet the standards and requirements of the national manufacturing single champion certification, to reflect the significance and value of the national manufacturing single champion certification, to promote the promotion and popularization of the national manufacturing single champion certification.

Brand building needs to be in line with the international market, not isolated or backward, to understand the rules and trends of the international market, to adapt to the needs and competition of the international market, to expand the opportunities and cooperation of the international market.