Domestic Clothing Brand Packaging Strategy

After China's garment industry entered the brand management business through product management, people found that the added value of the packaged brand turned out to be several times the value of the product. As a result, packaging the brand image became the top priority for brand managers. Brand image packaging costs have become one of the major costs of brand management. According to incomplete statistics, China's garment manufacturers spend as much as several hundred million yuan per year on brand image packaging during the China International Clothing & Accessories Expo.
When brand image packaging becomes a more prosperous and competitive industry for garment processing, many apparel brand manufacturers, based on their own perceptions and understanding of the market, single-levelly shape their own blueprints with some internationally renowned brand images. Only believe in their own judgments, instead of digging deeper and deeper to explore the brand's personality, the brand's cultural connotation, just want to focus on the appearance of integration, there is no accurate market positioning, the market research, inspection. This kind of blind consciousness, brand managers who have developed from the brand imagery, is mainly aware of their brand.

An excellent brand image planning company must be able to lead others in terms of philosophy. The quality of clothing brand managers determines the brand image of the personality, but also mastered the original elements of the brand. Therefore, the basic quality of a brand image planner is to understand the market more deeply than the customer, to understand the brand culture, only to deeply study the spirit of the company, to extract a brand of fashion culture, the brand's operating methods, It is possible to enhance the image of a brand through creativity and design, so as to enable brand managers to understand what kind of consumer groups their brand serves, what kind of business philosophy they should have, and what kind of living conditions they should create. At present, a phenomenon popular in clothing enterprises is: Many companies take a foreign name for a brand, and then use this name to register a brand name. After registration, the brand positioning is not clear, and the target of the service is not clear. Even the foreign name The meaning is also unsatisfactory. As a result, illnesses were found in doctors and became a common phenomenon for many brand operators to carry out brand image planning and packaging. The image packaging of the brand is actually a diagnosis of a company's business problems, but it must be admitted that brand image packaging is only an image integration, and brand image promotion fundamentally changes the fate of the company is impossible, but Through the packaging of brand image, it is feasible to adjust the development of a company. Some brands have begun to undergo some changes in planning and packaging. However, to truly establish a brand image, it is necessary to continuously improve the competitiveness of corporate brands in order to solve problems in the development of the company.

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