Office furniture brands have become a key consideration for today’s consumers, with the industry witnessing a pronounced survival of the fittest among manufacturers. Enterprises neglecting brand development will inevitably face elimination. How should office furniture companies cultivate their brands? Below, Dior Furniture shares several common pitfalls in office furniture brand building.

I. Weak Brand Marketing Awareness Among Office Furniture Enterprises Many enterprises possess only superficial understanding of branding, with numerous misconceptions and biases persisting. Due to a lack of profound recognition regarding brand value, the phenomenon of hollow branding is severe, and cultural substance is markedly lacking. Consequently, even with superior product quality, many office furniture enterprises struggle to establish brand advantages.

II. Office furniture brands require distinctiveness. The prevalence of homogenous brand names within China’s office furniture sector makes it challenging for manufacturers to leverage branding effectively for product promotion, corporate image building, and business development. Consequently, establishing a novel and unique brand name and logo is paramount for office furniture enterprises.

III. Brand communication is not synonymous with advertising. Many manufacturers mistakenly believe brand recognition is solely built through advertising, leading to indiscriminate, cost-unconscious campaigns across multiple channels. This approach yields minimal growth in brand impact or market share.

IV. Office furniture enterprises have engaged in indiscriminate price hikes, with many believing that brand equates to premium pricing. From inception, they have adopted a strategy of doubling prices, while some, relying solely on their established renown, have failed to position themselves appropriately. They have elevated their brand’s perceived tier, targeting sales exclusively at a small segment of high-spending consumers. This creates a significant disconnect with consumers’ actual expectations, resulting in a situation where the music is too high-pitched to be harmonised, ultimately leading to the bitter reality that the heights are too cold to bear.

V. Lack of innovation in office furniture brand development. Many manufacturers remain entrenched in the product era rather than embracing the brand era. Established brands require rigorous management, continuous refinement, and enhancement to elevate brand value and accumulate substantial brand equity. Neglecting brand management risks damaging established brands or diminishing their gradually accrued value. Hence, office furniture manufacturers must study brand theory and accumulate brand management expertise to forge robust marketing strategies and achieve successful brand building.