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Brand Exhibition With Brand Concept

2011/9/3 9:04:00 54

Brand exhibition refers to a certain scale that can represent and reflect the development trend of the industry.

Developing trend

It has strong guidance and influence on the industry.

Brand represents scale, reputation and corporate image.

If an exhibition is to be held only once, it is usually difficult to make profits. Only when a brand is created, can it be profitable if it is run one session at a time.

Compared with the general exhibition, the brand exhibition has four basic characteristics: first, it has a high visibility and greater influence in a certain area, which can generally be recognized and recognized by the industry.

Two, it has obvious effect. It can attract many exhibitors and professional spectators to participate. At the same time, it must have considerable booth size.

Three, it is forward-looking and predictable, has a clear market and professional audience, and can provide almost all the information covering the professional market. To a certain extent, it can represent the development direction of the industry, and has a strong reputation and credibility.

The four is to have standardized services and perfect functions; at the same time, some supporting activities can be targeted.

From the content of brand exhibition, brand exhibitions pay more attention to specialization.

This is more than just

Brand exhibition

The content is also the requirement of brand exhibition.

Specialization refers to the development direction of professional trade exhibition, which means professionalization of exhibition planning and organization operation.

If it is summed up in three sentences, it is "content differentiation, management process and form art".

Compared with the Western Convention and exhibition industry, China's exhibition industry has a gap in terms of industry understanding, business philosophy, operation mode and specialized talents in addition to its industrial scale. This poses a severe challenge to China's brand exhibition.

Although China now has several brand exhibitions that are certified by UFI, the base of the brand exhibition is relatively weak, and there is little competition with the international brand exhibition. There are still many unsatisfactory aspects in the brand development process of the exhibition industry.

In the overseas exhibition industry, the exhibition organizers have cultivated the exhibition brand for a long time.

In Germany, there are usually only one to two exhibitions in a single industry, though the number is not large, but the quality and profit can not be achieved in China's domestic exhibitions.

AI Heng, vice president of Munich Exhibition Company, Germany, said: "many exhibition centers and exhibitions will take the road of branding, and no brand will be phased out by the market, and the market will ultimately decide everything. The quality of the brand and the audience is the key."

But training a brand exhibition is not an easy task. It must be long-term vision, establish brand concept, dare to invest, dare to take risks, care carefully and cultivate patiently.

From the perspective of the development of internationally renowned exhibitions, positioning is the key.

Each brand exhibition has its own position behind it. Only by putting ourselves in the right place can we find the right way of development.

Of course, apart from the distinctive positioning, in order to cultivate local exhibitions more effectively, it is necessary to form a competitive mechanism within the industry, to classify and integrate the existing exhibitions, and gradually push them towards the development of brand exhibitions.

For large and well-known exhibitions, we need to introduce them.

International resources

To further internationalize, professionalize and branding to the top brand exhibitions.

For small and medium sized exhibitions, the organizers of the exhibition should make joint efforts to integrate resources as much as possible, strengthen the marketing management, personnel training and service guarantee of such exhibitions, and open up a new way to build brand exhibitions, so as not to cause repeated exhibitions, exhibitions and disorderly vicious competition.