Brand Reputation

You'll often find manufacturers keep a close eye on the public response to their products, linking this public appraisal back to the validity of their branding strategy. A brand for a company is like a reputation for a person, in that you earn a good reputation by showing that you can consitently deliver and perform at a level equal to or above expectations. Hence, all businesses should be asking the question, how do our customers perceive our brand and whom are they passing this perception on to? Like a kid in the school yard, reputation doesnt just meet the individuals that directly associate with you, it meets all the kids in the playground.

PowerLink machines recognises that their main ally and fo towards success in new markets is branding and brand associations. Advantageous is the use of the well regarded and internationally experienced brand 'PowerLink' in selling products to new customers and new markets. Alternatively, the brands association with the stereotypical 'poor quality' Chinese products is one that serves much worry among marketing personal within the company. This would be the case with most multinational companies and thus poses the question, how do we turn a negatively driven brand association and turn it into a positive? 

1. Identify the negative association
2.Acknowledge to the market that you understand their negative perception, and challenge your company to prove these negative perceptions to be false.
3.Identify the main attributes of your brand that you want to sell
4. Target the primary audience with these attributes
5. Continuously educate them to these value attributes of this product
6. Modify and refine

For example;

PowerLink Soundproof Diesel Generating Sets EP Series—WPS450S

The WPS450S is an outstanding representative of PowerLink’s range of soundproof diesel generating sets. This set is characterized by its high efficiency, low emission levels, safety features and its position on remaining environmentally-friendly. These gen sets are used in a wide range of industries and places, such as telecom, hotels, hospitals and shopping malls which all have strict requirements on power supply stability and noise reduction.

Competitive Differentiation: When being different makes a difference

'When being different makes a difference'

On the verge of becoming a market leading company in Australia, PowerLink machines continues striving towards growth through simply differentiating itself from all competitors. “Differentiation is the key to our growing success in this market. We continue to shape our products around our end-users and their specific requirements, which gives us a great competitive advantage in an industry guided by regulations and specific requirements” Chris Dyce, Marketing Co-ordinator at Powerlink Australia. What makes PowerLink most unique in the Power Generation, Air Compressor and Lighting Towers industry is their attitude towards their limitations. “All Chinese products come with a certain stereotype of being poorly manufactured, which is quite damaging to our business. Proactively looking at this situation we directly challenge our customers to eliminate the stereotype through a guarantee of providing the most reliable product at the highest value in the market” Chris Dyce, Marketing Co-ordinator at Powerlink Australia. According to CEO of Touchmedia, Micky Fung “Many people think of China as just a factory for making things invented and designed elsewhere," this is not the image that PowerLink wishes to portray for their company.

PowerLink is a company born and bred in China, with successful operations spanning over three decades. With high success of all PowerLink generator products throughout China, PowerLink has expanded its operations over the past decade to introduce their products to more than 100 countries, with wholesalers or production facilities located in all major global economic hubs. Expanding into new markets has been challenging, yet incredibly rewarding, with all PowerLink products showing signs of end-user adoption, with continuing growth in all international markets.

So how does an emerging generator manufacturer company continue to grow during world-wide financial hardships? Competitive differentiation: Giving end-users what the other companies won’t, which is flexibility, adaptation and customization to product design. Providing a standardised product with the ability to add extended product accessories and spare parts to the machines enables customers to build their own optimum product, tailored to their individual and industry requirements. This way the customer only pays for what they need and want, upholding the highest value for customers based on their requirements and purchase price.

For more information on PowerLink visit our website www.powerlinkworld.com

Or alternatively visit our;

Facebook page: www.facebook.com/powerlinkaustralia

Linked In page: http://www.linkedin.com/company/powerlink-australia

Twitter page: https://twitter.com/powerlink_au

Sources for this post were extracted from:

 http://www.reuters.com/article/2009/01/19/idUS143031+19-Jan-2009+PRN20090119

www.powerlinkworld.com

Vision

In attempt to become a market leading company in Australia, Powerlink must rely on a clear and consistent vision, resonating throughout the business and its employees, in order to continually improve and become more competitive in the market.  

What is vision?

Vision is an aspirational future of an organisation or individual, which sees people accomplishing their individual and business goals. It guides us to making current choices based on future rewards.

Vision and Productivity;

Vision is an arrow in the right direction; it is kryptonite to procrastination.

Vision and productivity go hand-in-hand; in fact you could even say that vision is the key to continuing productivity. Let us take a scenario where you are sitting at your desk, its 4PM on a Friday afternoon, and you've met all the deadlines for the entire week. What do you do? Most of us with a flexible work life would make an early escape to beat the Friday afternoon traffic or sit on Facebook, Twitter etc. for the next hour or two. Those of us that understand both the companies’ vision and have our own sense of personal vision would use this time to tackle our long term goals. This may come in the form of planning, or chipping away at long standing projects that will add value to both the company and our job role.


How to provide clearer vision:
 
They say you've got to know where you've been to know where you're going. Providing a clear direction for the future entails looking back at trends and patterns, what has been successful and what has failed, and ultimately where things can be improved upon. Undertaking a new task, new role or new job will always prove to be easier if you understand what has happened in the past before you start. Has somebody else already made starts at the project before you? What can I learn from the person who had the role or job before me? What mistakes did they make? What things did thy do well? Answering these questions about the past is always going to be beneficial in providing a clearer vision for the future.

Having a clear vision:

Powerlink Australia’s vision is “to become a world leading brand and promote the image and status of our products within the Australian market”. Obviously to achieve this, we need to break our vision down into a series of short term and long term goals, however if we have a strong and continuous aim, there will never be a lack of productivity.