Floor companies must clarify the relationship between brands and consumers

Consumers are now increasingly hoping that flooring brands are responsible for environmental and social responsibility. Responding to the sustainability agenda and actively communicating with consumers on issues that are relevant to them can create a competitive advantage for flooring brands. Helps enhance the brand value of the floor. Because it extends floor brand content from a single product to a full service, helping consumers reduce their environmental impact. However, it is not enough to simply send out environmental and social information. Only a local board brand has a substantial commitment to corporate responsibility and sustainability, which is a reliable strategy.

For a long time, people generally agree that the brand concept and its value recognition are the embodiment of the company's own value or reflect a trademark interest. This concept has caused many companies to blindly invest in the creation of brands, arguing that one day they will become famous brands, ignoring the brand building and brand value from the relationship between brands and consumers. In recent years, the practice of successful foreign brand strategy shows that the brand is a consumer-centered concept. Without consumers, there is no brand. The development and maintenance of brand-to-consumer relationship is a representation of brand value.

The reason why a strong brand has higher value is because it not only has a high reputation, but more importantly, the brand has established a deep relationship with the consumer, that is, the consumer can experience the benefits it represents. Once consumers associate the brand with the tangible and intangible benefits they can get, the consumer will buy it, be loyal to the brand, and be willing to pay a higher price for it. Therefore, brand value is reflected in the relationship between brands and consumers. A strong brand can exist because it can create value for consumers and bring greater benefits.

Modern cognitive psychology research believes that people rely on the information of fragments to identify objects and recognize things, the so-called subjective cognition. It is influenced by factors such as individual values, lifestyles and living environment. The brand as a product mark, it can be used to characterize and create the difference between similar products, consumers rely on the brand to create a feeling and experience (subjective cognition) to help them choose or identify products. This is brand awareness. This is an important aspect of the value of brand equity.

 Research suggests that brand cognition forms an invisible recognizer in the minds of consumers, and its basic function is to reduce the energy and time people spend on purchasing goods. At a deeper level, the brand is an expression of people's emotional appeals, which reflects a way of life, life attitude and consumption. Brands are like this to consumers. With high reputation, high intensity and high impact information, they induce consumers to focus on branded goods and guide consumers to buy branded goods. Branded goods all reflect a way of life and its values.

Branded goods represent the identity, status and personality of the user in the minds of people. More importantly, brands can give consumers a cultural added value and spread a concept to the society. Consumers can buy and consume high-quality and reliable branded goods, so that they can feel the corresponding identity, status, honor and self-confidence. A certain psychological satisfaction and experience to enhance the utility of consumers. For example, when people drink Coca-Cola, in addition to quenching thirst, more people are consciously or unconsciously satisfying a psychological experience of enjoying American culture.

Brand awareness is the basic form of consumer brand loyalty. In marketing, the original purpose of introducing a new brand is to make the brand widely recognized and achieve brand awareness.

Brand preference reflects the degree of preference for a brand. At this time, consumers can clearly like a brand and exclude other competitive brands. If they can buy it, he will buy this brand. However, if this brand is not available, consumers will likely accept their replacement brand without spending more energy to find and buy the brand's products. For marketers, as long as a significant number of customers have established a preference for their particular brand, they can compete effectively in the marketplace.

Brand persistence or brand conviction reflects a strong consumer preference for a brand, an unwillingness to accept alternatives, and a willingness to spend a lot of time and effort on getting this brand of product. If a consumer who is obsessed with a certain brand ran to a store and found that he did not have the brand he wanted, he would not buy a replacement brand. Brand persistence is the highest level of brand loyalty.