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用品质推品牌,东阿阿胶第十次入选中国500最具价值品牌榜
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用品质推品牌,东阿阿胶第十次入选中国500最具价值品牌榜
June 27, 2017, 03:41:11 PM
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6月22日,由世界品牌实验室(World Brand Lab)编制的2017年(第十四届)《中国500最具价值品牌》排行榜在北京揭晓,东阿阿胶股份有限公司再次上榜,这已是东阿阿胶第十次入选中国500最具价值品牌排行榜。
东阿阿胶股份有限公司品牌建设部部长王凤玲(中)上台领奖
国家非物质文化遗产东阿阿胶制作技艺代表性传承人、东阿阿胶股份有限公司总裁秦玉峰曾表示,品牌是产品的灵魂,是公司的根基,也是现代国家国力竞争的重器。成为真正的国家品牌,能够代表山东向全国展示影响力、代表中国向全世界展示影响力,是东阿阿胶一直所追求的目标。
东阿阿胶品牌价值较去年增幅达44.7%
美国耶鲁大学管理学院莱维·多尔(Ravi Dhar)教授认为,中国品牌应该好利用其悠久的历史遗产,这在许多行业类别中将起到重要作用,如护肤、化妆品、医药、时尚等,公司需要将中国悠久的历史,整合到他们的品牌建设和营销中,中国品牌的潜力非常大。
据了解,东阿阿胶有着近三千年的悠久历史,其制作技艺已被列为国家非物质文化遗产。根据2017年《中国500最具价值品牌》分析报告显示,2017年度东阿阿胶的品牌价值较去年增幅达44.7%,总排名由去年的231位,上升44个位次至187位。
随着经济的发展,我国许多企业不断创新发展策略,增加品牌含金量。东阿阿胶从一个手工作坊式的小厂发展成为目前市值突破450亿元的企业,推动品牌发展,东阿阿胶有着自己的经验。据介绍,东阿阿胶作以发展品类为己任,积极推行“隐去品牌推品类”策略,做大品类,做强品牌,促进阿胶行业可持续性发展。
“一直以来,东阿阿胶通过‘品质’来推动‘品牌’。”秦玉峰介绍,“我们深知品牌的重要,因为品牌就是市场上的话语权,品牌代表了消费者的信任度、产品的美誉度和溢价能力。”
然而,市场上的相似产品众多,如何从激烈的竞争中脱颖而出?秦玉峰表示,这要基于消费者对品牌的长期信任,而这种对品牌的信任,首先是对产品品质的信任,品质是品牌立身的根本,“品牌”即烙印,其支撑是品质,没有品质就根本谈不上品牌。
大会现场
将“寿人济世”使命注入品牌建设
“品牌建设是一个十分复杂的系统工程,涉及到创新、文化等许多方面,是企业产品和服务改革和改善的一个关键抓手。”有关部门领导表示,加强品牌建设要把复杂的问题简单化,追根溯源,从根本上探讨改善、提升品牌价值的规律。
经过了十几年的品牌建设,东阿阿胶的品牌价值得到了大幅提升。“一个好的品牌就是一个好的文化载体,能够使人们意识到好公司是什么样的、榜样应该怎么去做、正向的价值观是如何实现的等。”秦玉峰曾在分享品牌建设经验时说,东阿阿胶一直在给品牌注入文化,东阿阿胶的使命是“寿人济世”,在生产产品、塑造品牌的过程中,将“寿人济世”的使命注入其中,最终通过产品、品牌,形成真正的价值观,形成文化。
同时,秦玉峰指出,品牌建设是一个长期的行为,也要依靠持续地创新,但最为关键的,是建立可持续的、注入价值观的品牌规划,时间是对品牌最好的检验,产品是对品牌最好的呈现,文化是对品牌最好的放大。
谈到关于东阿阿胶品牌建设的未来展望和构想,秦玉峰表示,在品牌建设方面,东阿阿胶会打造一套品牌建设体系,配合向世界一流企业迈进的目标,力争早日成为世界一流品牌;在产品品牌方面,东阿阿胶会继续为产品注入“品质”,把根基扎牢,把护城河挖深修宽;在公司品牌层面,东阿阿胶会建设一个融合传统与现代、传承与创新、产品与文化和谐均衡的品牌。
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