Focus on brand competitiveness to maintain a dominant market position

The brand economy is one of the key elements of the new economic normal. Modern agricultural development must pay attention to the role of the brand economy, and this has become an industry consensus. To develop the brand economy, it is necessary to enhance the competitiveness of brands. Brand competitiveness refers to the ability of a brand to enter customers' minds and occupy their psychology, and it is a sustained comprehensive competitiveness. A strong brand can obtain a significant premium effect; the core value of the brand is unique, occupies a unique position in customers' minds, and the brand trademark is protected by law. It can be said that a strong brand is of great value and is regarded as a trump card for an enterprise to possess a huge market share. Therefore, from a certain perspective, brand competitiveness is core competitiveness.

Especially today, when product homogenization is becoming increasingly intense, brand competitiveness includes an enterprise's comprehensive advantages in resources, capabilities, technology, management, marketing, human resources, and other aspects. It is the source of power for forming and realizing the sustainable development of an enterprise, and it is the external manifestation of an enterprise's core competitiveness.

For example, in the market for processed agricultural products, having only leading technology is far from enough. Continuous technological innovation also involves the issue of adapting to consumers. If the technology is strong, the processed agricultural products produced may be of excellent quality, differentiated, and possess a certain market competitiveness, but we must not only consider whether the enterprise is strong at the practical level; we must also consider whether the market, consumers, and peers recognize that you are strong. Many processed agricultural products have this characteristic: being the best in quality does not necessarily mean success. The phenomenon of bad money driving out good money is already common in today's commercial society.

Moreover, when competition reaches its extreme, the technology and quality of each competing entity will become similar, which is a sign of industry maturity. Therefore, due to fierce market competition, the advantage of an enterprise's core competitiveness cannot be maintained for a long time or monopolized. Only by transforming the enterprise's core competitiveness into brand competitiveness can the enterprise's advantageous market position be guaranteed.