Construction machinery: perspective brand image to boost business development

As the saying goes: “People depend on gold clothes for clothing.” People’s judgments about things are often influenced by the image. We often say that the first impression is very important. Although the image cannot determine a person’s ability and value, it is of great significance. The same reasoning has also occurred in construction machinery companies that are independent living bodies. The brand image with distinctive personality can help enterprises to open the market at low cost, and at the same time, it is an effective strategy to enhance product sales. When we talk about Caterpillar, we naturally think of industry leaders, have a long history, excellent product quality, responsibility, and environmental protection... Caterpillar is using these unique brand image to form a distinct relationship with other construction machinery companies. The division, and through the shaping and dissemination of the brand image, firmly occupy the end user's mind, which is the core value of the Caterpillar brand.

Domestic construction machinery companies obviously have also realized this and have always been committed to improving their brand image. If we pay a little attention, we will find that Xugong, the oldest brother in the domestic construction machinery industry, started advertising cooperation with CCTV as early as 2006. In 2008, she put in CCTV-1 Golden Theatre's full-year TV commercials and Spring Festival evening sets. Xugong used the spread of CCTV's gold resources to enhance its corporate brand, making XCMG's brand image deeply rooted in people's minds.

At present, the construction machinery industry is in an era of “similar marketing”. Since 2010, more and more large-scale construction machinery and equipment have appeared in prime-time advertisements of CCTV: 2010 CCTV 2011 Golden Resources Advertising Tender Meeting Zoomlion received the advertising period it wanted for more than 50 million yuan. Coincidentally, the industry has always been low-key Lingong the same year also used CCTV as an important carrier to enhance the brand image, in the CCTV1 and CCTV2 prime time to launch corporate image ads, in order to comprehensively promote the temporary depth and breadth of the brand. Other companies are not far behind. In early 2011, Foton Lovol also participated in the CCTV Gold Resources Advertising Bidding Conference for the first time, and successfully won the bid for CCTV's gold resources “News Broadcasting” with 59th place in the total ranking and 56.69 million yuan in winning bids. The post-standard version created a new highest bid for the bidding of CCTV's gold resources in the construction machinery industry.

A huge amount of advertising manufacturing and promotion costs will create a brand image for construction machinery companies. Does the brand image perceived by the end user match the core brand value that the brand manager wants to deliver? China Construction Machinery Business Network believes that in order to answer these questions, professional market analysis tools must be used to analyze the brand image of different end-users and outline the unique qualities of a certain brand, so as to provide managers of brand assets. Decision basis.

According to the previous project experience of China Construction Machinery Business Network, a quantitative research system for brand image of construction machinery was established through brand awareness, brand reputation, brand loyalty, and brand association.

Brand awareness Brand recognition is the depth and breadth of end user's knowledge of a certain category of engineering machinery products. include:

The silent first mention of the construction machinery products in this category is the popularity, the silent popularity and the prompt popularity;

The actual use of the brand of construction machinery products;

Well-known channels and cognitive channels of the brand;

Brand advertising impression;

Brand advertising evaluation.

In the study of brand awareness, we can not only accurately measure the current brand awareness of its brand, but also clarify its famous channels and the causes of the differences between competing brands.

Brand reputation The degree of reputation of the brand refers to the end user's goodwill and trust in the brand. The study of brand reputation is based on the premise of brand recognition. If there is no good reputation, it is far from being a good brand image. Therefore, the brand reputation needs to be established through long-term, careful brand management and maintaining a good brand image for decades.

The study of brand loyalty on brand loyalty is based on brand awareness and reputation and is a direct response to the added value of the brand. include:

Overall brand satisfaction;

Repurchase rate, recommendation rate, and reason of the brand;

The brand's lack of consumption and the reasons for the complaint.

Brand Association In the research of brand association, we will study the abundance of all relevant associations that end users can produce for construction machinery products from the three dimensions of product/service, enterprise, and brand personality.

At the same time, China Construction Machinery Business Network also used correspondence analysis and difference testing to help companies analyze the realization of brand image communication goals, comparative analysis of competitive brands, and description of the advantages and disadvantages of brands; using regression analysis and structural equation modeling to determine brand image All parties face the degree of influence of engineering machinery users' satisfaction, loyalty and market share.

According to the survey of the brand image of the China Construction Machinery Business Network, it was found that the position of the construction machinery brand in the industry was not the product difference but the brand's overall image. Therefore, in addition to advertising the merits of the product, the construction machinery brand must establish its own image. This image is the value beyond the product's advantages. It is necessary for end users to feel that buying this brand not only can enjoy The actual functionality provided by the product can also give oneself a sense of superiority, and this sense of superiority is exactly where the brand image is infected.