Brand is an important resource for enterprises to participate in market competition, and it is also an important indicator to measure the strength of enterprises. The digital transformed corporate brand has four new characteristics.
One is creation. Is to create standards and brands in digital development practices. Manufacturing is mainly to do low value-added work, easily subject to others; Creation brings high added value, belongs to the upstream of the industrial chain, can use intangible resources to create wealth, make the entire industry more healthy.
The wide application of digital intelligent technology has just begun, it affects reality with a strong force, and even can not understand the development of the economy according to the existing economic classification, which requires enterprises to be non-rigid, bold exploration, and go out of their own way, especially those with a dominant position to dare to innovate products, good brands, and set standards.
On the basis of the definition of digital economy at the Hangzhou G20 Summit, the Digital Economy Classification released by the National Bureau of Statistics together with relevant ministries and commissions determines the basic scope of the digital economy from the two aspects of digital industrialization and industrial digitalization. It is divided into five parts: digital product manufacturing industry, digital product service industry, digital technology application industry, digital factor driving industry and digital efficiency improvement industry.
The first four parts are the core industries of the digital economy, corresponding to 26 categories, 68 middle categories and 126 small categories in the Classification of National Economic Industries; The latter part is the digital efficiency improvement industry, which corresponds to 91 categories, 431 middle categories, and 1 256 sub-categories in the Classification of National Economic Industries.
The central enterprises should explore, create and develop in the above framework and scope, even without limitation to these categories, combine brand building with the formulation of standards, and create as many brands as possible on the basis of creating products.
The second is intelligence. To combine digital intelligent technology and manufacturing technology, give the real economy more intelligence, create faster, better, more perfect products and services, make products more intelligent, make the brand experience excellent.
Digital twin technology can also be applied to achieve two-way dynamic interaction between physical entities and digital virtual bodies, empower physical systems with digital technology, display digital space with physical space, so that enterprise products and brands in the digital and physical space to achieve success.
Through the transformation of the digital function, the product is intelligent and flexible, with intelligent technologies such as adaptive programs, geographical positioning, data transmission, sensors and cameras, so that it is responsive, collaborative and active networking, which can meet the needs of users to the greatest extent, reduce geographical restrictions, and expand the communication space between people.
The third is experience. In the era of digital intelligence, while buying products for consumption, it is also buying product experience. Although the product is the brand, the experience of the brand is more than the product.
This experience is not only in the use of products and the enjoyment of services, but also in the interactive experience of websites, social media or apps; Even if there is no purchase and use, it can intuitively feel and recognize, not only can feel the visible product quality, packaging, convenience of use, price rationality, service level, enterprise strength, staff quality and other brand images, but also feel the intangible brand value and strong potential of product thought, emotion and culture. Realize the complete cognition of abstract brand experience and concrete product experience.
With the software update, it can also bring real-time, adaptive and connected experience to customers, and the product will be timely adjusted and adapted according to user needs and use cases, so that users' understanding of the brand can be dynamically grasped.
In order to make products more attractive and increase customer loyalty to the brand, companies can also provide interactive experiences that are conversational, immediate, and real-world, such as: An innovative brand may not be the first to have new technology, but it is the first to develop new experiences that directly or indirectly provide customers with the service, social status and sense of belonging they want, enhance user engagement, and keep the product or brand at the forefront of the market.
The fourth is value. Enterprise products and brands reflect the value and culture of the enterprise, but also the soul of brand building. Digital transformation is also a profound change in the thinking, values and culture of enterprises.
In the era of digital intelligence, rebuild brands with digital and cultural symbols, and build a bridge between brands and people's hearts.
In the diversified and decentralized social and cultural context, brand symbols conform to the trend of people's hearts, enrich the dialogue between industry and commerce and people's hearts, and publicize the new trends, new ideas and new methods represented by brands through the promotion of excellent cases, paving the way for brand construction to face the future and continue to grow.
Digitalization allows brands to understand consumers more accurately, so that products can be more and more close to consumers, data will be more clearly than the user to express what they really need.
In the final analysis, brand value is to take the user as the center, around to meet the people's material and spiritual needs for a better life, the pursuit of health orientation, aiming at the standard of positive energy, and the extension of innovative digital intelligence.
Product value is the best marketing and brand, if the violation of brand value, users only need 5 seconds to uninstall the relevant App, and decisively abandon the brand, the enterprise will lose the brand credit premium.
Such brand value requires enterprises to always be self-disciplined and good, and cannot tolerate occasional "laziness" or do a little "evil" against the public interest. It is this value that can continuously enrich the brand connotation and extend the brand vitality.
