From the psychological point of view of consumers, brand promotion is to enhance consumers' awareness of using brand goods when buying. What does this mean? What is the preference, what level and what identity. In short, the brand is a symbol. Enterprises must give this symbol an connotation and give consumers a sense of belonging. This is what I want, not a superficial article. Based on this view, there are some problems in brand management of Shenzhen aluminum veneer manufacturers:

Problem 1: lack of understanding of consumer demand and no clear brand development strategy

The brand development strategy of Shenzhen aluminum veneer manufacturers lacks understanding of consumer demand. Today, after the 1980s, consumers are the main consumers of brands, and operators know how much. Therefore, the brand positioning of the enterprise is inconsistent with the core competitiveness of the enterprise. Brand positioning and differentiated brand strategy cannot be planned based on its core competitiveness. The brand construction of the enterprise is not effectively integrated with the core competitiveness of the enterprise, which leads to the loss of the status of the brand. The confusion led to the slow growth of the company's brand value and frustrated the company's development.

Question 2: the ideas and methods for improving effective brand value are not clear, and it is difficult to get rid of homogeneous competition.

Due to the lack of consumer analysis, coating homogenization competition will exist for a long time, which is one of the important reasons for the oversupply of many similar products in the current Chinese market. Relevant national ministries and commissions (2010) conducted a survey on 600 major consumer products, involving many industries, including consumer electronics, clothing, food, daily and office. The results show that there is almost no shortage of commodity supply. There were 172 kinds of basic supply and demand of commodities, accounting for 28.7%, and 428 kinds of commodities with supply exceeding demand, accounting for 71.3%.

Question 3: the brand management model has not yet been formed and blindly imitates the Western model

The brand management mode of Western companies has accumulated hundreds of years of brand operation practice, and there are many places worth learning. However, the brands of each country / region have unique national and regional characteristics, while excellent brands have cultural genes and are rooted in the country's human geography, social culture and national personality. Nowadays, many Shenzhen aluminum veneer manufacturers no longer start with their own characteristics, blindly learn and imitate the brand building models of Western companies, and lack brand building ideas with the characteristics and resource advantages of Shenzhen aluminum veneer manufacturers.