SHAOXING YINGSIPE TEXTILE CO.,LTD , https://www.chinayingsipei.com
In marketing, companies aim to build a brand around their product. The ultimate goal is to capture the value that a strong brand can generate in the market. While selling products and building brands may seem like separate concepts, they are actually intertwined throughout the business process—products are sold, and in doing so, the brand’s value is created and reinforced. It's important to note that products enter the market after being produced, while brands are developed through the marketing process, not in the factory. Therefore, brand building is essentially the same as the product’s marketing journey.
A brand does not hold consistent value across all time periods. During the early stage of a product—its introduction phase—consumers primarily focus on the product’s benefits. At this point, they must first understand what the product offers before accepting it. If consumers don’t perceive the value, investing in brand building too soon is pointless. Hence, during the product’s introduction or the initial market education phase, the brand’s value is minimal.
So when is it the right time to build a brand?
It typically starts when the product market begins to grow. At this stage, consumers are still exploring options, and brand awareness is high with many choices available. As the market expands and the product gains traction, brand recognition increases, leading to greater market share.
To illustrate this, consider the case of Changhong. In the 1990s, Changhong was a small, little-known brand in the color TV industry. Faced with intense competition and limited sales, the company decided to invest heavily in advertising. At the time, there were dozens of TV manufacturers in China, each producing regional brands, often based on outdated technology. Most companies didn't fully grasp the power of marketing and advertising. As a result, Changhong struggled with inventory issues. However, this was also a period of rapid growth for the color TV industry. Companies were focused on meeting local demand, and few saw the opportunity to expand beyond their regions. Changhong, however, chose to advertise, which helped them break through. Soon, their products sold out, and the company experienced massive market expansion.
The reason? The market was in its early growth phase, and Changhong's actions helped shape the market for their brand.
Another key moment for branding comes after the product enters its maturity stage. At this point, the market becomes more segmented, and brands begin to differentiate themselves. Each brand has its own unique identity, whether it's about emotion, values, or lifestyle. These identities resonate with specific consumer groups rather than the general public. When a group is large enough, it becomes a distinct market segment.
In a mature market, a brand must occupy a clear position in the consumer’s mind. If a brand is only vaguely recognized, it risks being overshadowed by stronger competitors. Think of a person with a distinctive personality—they are easy to remember and stand out. On the other hand, someone without clear traits tends to be forgotten. Similarly, in school, a student who lacks any defining characteristics is less likely to catch attention. A brand must have a clear identity to leave a lasting impression.
August 05, 2025