Since many enterprises are using brands to operate, it will be the starting point for these enterprises to seek business travel alienation with their major competitors in their respective grades. But on this issue, Chinese enterprises often seek only product differentiation, not brand differentiation. In the case of homogeneous products, it is difficult to distinguish brands apart from price differences. The market will position the brand according to the price of the product, forming: low price means resistance, high price means good brand image, which hinders the implementation of brand marketing to a large extent. This is the core problem that makes it difficult for China's local hardware to become a high-end brand.

How can the differences between brands be reflected? That is, what kind of carrier can be used to express the difference between brands? The brand includes the core value and external performance of the brand. The positioning of the brand is based on the needs of the target market and its own advantages. For example, Stanley. In terms of the core value of the brand, it highlights the hundred year strength of the enterprise, and the expert identity of the enterprise has achieved the separation from the competitors.

That is to say, we should first identify the target market, compare with competitors, investigate our own advantages, combine market demand with our own advantages, and form the core value of the brand by showing some aspects of customer demand characteristics and combining with the advantages of the enterprise. However, the local hardware enterprises in China have no idea about this, and even more people use it - in addition to the professional or professional statement of core values, because most of the local hardware enterprises in China are like this, it is not convenient for us to name names.