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Precise Brand Positioning Small Flooring Business To Maintain Its Own Unique Strengths
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With many brand standing in the flooring industry, small and medium businesses need to seize a foothold in the market. Medium and small enterprises value most is the floor sales, and second, imitating, in fact, create soft competitive advantage is what every small flooring business must do, it remains to be implemented to the positioning of the brand.
If you equate brand price positioning, many small and medium floor brand will make errors. The most important thing of brand positioning is based on the image and impression in the minds of consumers, price is only on the one hand, but the impression must be formed by the main advantages and features of selling through forming a variety of visualization of packaging and dissemination of awareness.
In the local market, there are many flooring product, their prices tend to be lower than prices of big brands, as they are only based on the price advantage which is possible only on the basis of competitiveness. In many ways, these small flooring brands tend to compare national brands and local competition results which were entered into a process of imitation, the products are not of the brand himself, and it has no features to speak of, so it doesn't get rid of big brand influence, which is really difficult to develop.
Facing the key point of the brand positioning, the most important thing is how to deal with the "change" and "does not change”. In order to maintain the consistency and continuity of the brand proposition of floor tile, which branding elements cannot be changed? In order to keep the brand fresh and contemporary, which can be or should be about branding elements?
Flooring brand sense is embodied through the flooring products innovation, research and development; it can either be the upgrading of flooring products, or extends into new areas. Flooring products unchanged for long will seem lethargic, which is unable to meet the psychological needs of consumers rejected. Brand core value should not changed, however, the theme which the brand spread and the performance forms should be around the brand core value, followed the trend active innovation change of the era, keep themselves "youth", and "fashion" of image, like brand image spokesmen, and products packaging, and storefront decoration, and cater to constantly changes of consumers’ taste.
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