随着体验经济时代的到来,企业的品牌意识日益加强,部分企业的品牌建设也取得了实效,一批颇具竞争力的涂料品牌已经取得明显的优势地位,但同时我们也应看到部分企业在品牌建设中的不足,如品牌形象雷同、差异化不明显、缺乏品牌个性等问题。上述问题在很大程度上影响着涂料行业品牌文化建设向纵深发展,笔者作为从业多年的涂料行业的品牌管理者,建议涂料企业可从四个方面进行品牌文化个性的塑造,提升企业的品牌价值。 With the advent of the era of experience economy, the brand awareness of enterprises has been strengthened day by day, and some enterprises have made substantial achievements in brand building. A number of competitive coatings brands have gained obvious advantages. At the same time, we should also see some enterprises The lack of brand building, such as the same brand image, the difference is not obvious, the lack of brand personality and other issues. The above problems to a large extent affect the coatings industry brand culture to the depth of development, the author as a practitioner for many years the paint industry brand managers, paint companies can suggest four aspects of the brand culture and personality shaping, enhance the brand value of enterprises .