Advertising Communication Principles of Abrasives Industry

What are the principles of advertising communication of abrasives industry? Today we are going to make an analysis. As we all know, the brand formation of industrial products needs to get the recognition from the government, industry experts, media, customers (including distributors, end users), competitors and many other social forces. And how to get the social powers has become the direction and goal of the brand communication management work.

The principle of functional value and emotional value: The spread appeals can be divided into rationality, emotion, and image appeal. The rational appeal is focused on core technology, raw and auxiliary materials, production and processing equipments, standards, the core components, etc. which is mainly to establish rational value. And emotional appeal is trying to establish emotional value. Image appeal also serves as the establishment of emotional value. Rational value is the foundation, and emotional value is the sublimation.

The implementation of integrating communication: For a long time, the brand management of the industrial enterprises is extensive, no system, and mainly displayed in the spread of no strategy, old communication strategy, limited communication means (For example, it is given priority to graphic propaganda materials, but ignores other communication methods), confined communications medium (For example, it is given priority to professional media, but ignore the mass media) and so on, which all lead to limited spread effect. In the final analysis, this kind of communication lacks effective integration.

The principle to create greater value for customers: At this point, we can refer to Milton Kotler's point of view, an international marketing master, to explain the question: For industrial products manufacturing enterprises, the most important job should be not only about brand-making. That is to say, brand-making is not the target, but rather is focused on creating value for customers. About how to bring down its cost and how to improve its profitability, you need to provide some scientific and empirical data, which is the core of establishing brand of industrial products manufacturing enterprises.

The principle to carry out long-term brand communication: In fact, there are many similarities between industrial products brand and consumer goods. If you choose to make the brand, please move forward unswervingly. There are several meanings here: Making brand management strategic; Making management organization and resource investment permanent. But it needs to stress that in the process of the "permanent", it is also a process of constant adjustment, or a process of negation of negation.