How Should Security Enterprises Conduct Brand Construction

The brand looks like an invisible presence, but when we think about the power of the brand, we can really feel its power. The same is true for the branding of security companies. It is not an abstract existence, allowing you to boast about it, but it runs through the entire development history of the company and is vital to the elements of product, technology, personnel, management, and marketing. Due to the intensified market competition, brand competition in the security industry is becoming increasingly prominent. Then, how can security companies conduct brand building before they can stand in the market without falling?

Competition intensified, highlighting brand value Following the 2012 civil security market's outbreak year, people were generally optimistic about the security market in 2013, especially the rapid development of high-definition surveillance, which made people believe that the security industry has a promising future. However, the reality we have to face is that brand competition in the security industry has become fiercer.

With the rise of the civil security market, foreign IT giants such as Hewlett-Packard and Cisco have begun to enter the security industry. In addition, apart from Samsung and Sony's traditional security companies, enterprises like Konka have begun to expand security. Business, and whether it is from the perspective of technology, management or credibility, the entry of these giants of foreign brands has brought a lot of pressure on our national security companies.

However, it is gratifying that in recent years, the rising trend of national security brands in our country has become more obvious. In the initial security industry, a large number of manufacturers are doing OEM, but in the process of development, these manufacturers gradually find it important to be their own brand. Making OEMs for others will always fall into the vicious circle of “high production and low profits”. Only by establishing their own brands can they be highly profitable, and only by enhancing their own profitability can they achieve scale development.

Moreover, it is worth mentioning that, along with the development of the security industry, not only the company's own brand awareness, but also their brand building and behavior in keeping with the situation. According to reports, regardless of the events held in the calendar year, the top ten selections, industry forums and other activities, more and more enterprises participated in the registration process. Apart from the newly added security companies, there are a large number of new brands. After the recognition, they want to put themselves into a rational action enterprise. They hope to show themselves at various docking occasions with their peers, looking for professional exchanges and interests, and making corporate brands more and more powerful in this open participation and display.

Brand building is a vast project that is a huge project. To successfully build a brand requires long-term and substantial investment, and these inputs include not only the product level, service level, but also advertising, various social activities. "Building an independent brand" has become a key factor in the rise of ethnic enterprises. In any industry, the more fierce the competition, the more the company must focus on brand building. Convert product advantages into brand advantages, and use technological innovation and marketing management innovation to promote the further expansion of brand awareness and thus improve the company's profitability model.

In the next few years, China's security industry has a broad market prospect and a huge potential for development. The innovative application of many new technologies such as computer technology, communication technology, and internet of things technology will promote the innovative development of the security industry. The development of the security industry has been developing rapidly in the direction of networking, high-definition, and intelligentization, and has also become the technological direction that has led the development of the entire security industry. HD is the premise, followed by networking and intelligence. HD is a trend in the development of the security monitoring industry, and it is also an inevitable rule for the development of the industry.

Security companies how to carry out brand building Brand is the enrichment of all kinds of enterprises, not just the symbol of the company's externalization, but also a huge positive energy of the company. The security industry is no shortage of successful brands. The brand building of Haikang Dahua has long been known and relished in the industry. The brand building of the emerging large and medium-sized companies is worthy of discussion and study in the industry.

1, clearly positioned, accumulating and making a lot of "a thousand days to keep the army, using the military for a while", especially the way of brand building. Looking at the well-known security guards in the industry, most of them have experienced the demise of “breaking into a butterfly” after years of silence. Exports to domestic sales, how companies in the new environment highlight themselves, brand positioning is essential. Shenzhen Tongwei Digital Technology Co., Ltd. is one of the representatives of the export companies that have successfully transformed the industry. Shenzhen Tongwei Digital Technology Co., Ltd., which returned to the domestic market in 2009, faced a relatively blank domestic market share, first adopted a differentiated marketing approach, and focused on the target market (high-end DVR market) with cost-effective products. "Differentiated marketing" is the same as the return to the domestic market positioning, through the cultivation of high-quality customers to meet the needs of consumers more easily than the competitors marketing approach, take the high-end market, with a clear market position, both in the domestic market Brand positioning will be clear.

2. To improve the reputation of the brand like a fragile flower in the interior and exterior, it is necessary to continuously deliver nutrition before it can radiate a charming fragrance. Both the Shuanghui "Clenbuterol" incident and the KFC "Crashing Chicken" incident have all made well-known brand companies to the forefront and have once been questioned by the society. It can be seen that brand building requires both internal and external repairs. Whether it is through word of mouth established through technology and products, reputation gained through marketing and services, or social responsibility through the industry, the brand is filled with liveliness. Raw materials, these are the nutrition that the brand can grow. Brands want to go long, these are essential.

Conclusion:

At present, although the security market is mainly concentrated in the public domain, with the support of policies and social development, civilian security will have a lot to do. The reputation of the brand as a corporate sword to seize the civilian market, will certainly bring huge benefits for the company.