Brand Assets Become Small And Medium Sized Shoe Enterprises To Solve The "Shortage Of Labor" Weapon.

In recent years, many places appear "

In order to solve the problem of "labor shortage and recruitment difficulties", many enterprises are just suffering from headache and pain. Only by raising wages and treating their employees well, they can solve problems. Although it is an immediate solution, it can alleviate the grim situation, but it is not a long-term solution.

Moreover, recruitment difficulties will not disappear as time goes by, but on the contrary, they will become more and more serious.

In the report on the status quo and trend of SMEs recruitment, the lack of popularity and employer brand leads to the most severe challenge for enterprises to attract talented people.

The high brand assets of the company imply that the company has strong funds and strong strength, and all aspects of the enterprise are strong.

The development of some small and medium-sized shoe enterprises is better, and there is no problem of "recruitment difficulty". This is inseparable from the fact that enterprises have been paying close attention to enhancing their competitiveness in the past long time.

In the homogenization of products today, market competition is brand competition.

Only by raising brand equity can we have a foothold in the market.

For small and medium-sized shoe enterprises, it is possible to enhance brand equity through three strategies.

First, brand positioning, clear target groups.

According to the needs of the target group, we can identify the differentiation characteristics of the product, so as to establish a distinctive brand image and form a distinct brand positioning.

XTEP is a typical example. Its target group is targeted at young people, and according to the characteristics of young people, it has created a set of distinctive culture suitable for its own brand: fashion, avant-garde, freedom and treason.

Without brand positioning, products are very similar, and there is no difference.

Second, brand image must have a distinct personality.

Brand image refers to the overall perception of the brand by consumers.

The shaping of brand personality should leave a deep impression on people. They can find and select symbols that can represent brand personality, and use various forms to express the special personality of a brand.

Just like you can see the m of the two arches, you will think of McDonald's.

Only by shaping the positive brand image of consumers can we enhance brand competitiveness and achieve enterprise marketing objectives.

Third, brand equity must be clear.

With the improvement of brand equity, the popularity of enterprises will also increase in the market, which means attracting more talents.

In turn, excellent talents create more value for enterprises, thus forming a virtuous cycle, leading enterprises and employees to develop healthier and more stable.