Core Viewpoint - The article emphasizes the importance of brand building in the securities industry, highlighting the current lag in brand development and exploring how securities firms can leverage brand construction to enhance business growth and core competitiveness for high-quality development [1][2]. Industry Transformation - Brand building has become a core competitive advantage for securities firms, with many establishing dedicated brand departments or integrating brand functions into strategic development units [2][3]. - The integration of brand strategy with overall company strategy is crucial, as digital finance enhances brand visibility and communication [2]. Practical Significance - Brand building is essential for securities firms for several reasons: - Differentiation in a homogenized market, where a clear brand positioning helps avoid price wars [4]. - Enhancing investor relations through a strong brand image that fosters trust and loyalty [4]. - Business empowerment, where a strong brand can lower customer acquisition costs and create business opportunities [5]. - Compliance and risk management, as a strong brand reputation helps mitigate reputational risks [6]. - Attracting talent, especially among younger generations who value meaningful work [6]. Issues in Brand Building - Securities firms face several challenges in brand building: - High levels of brand homogeneity, leading to a lack of market recognition [7]. - Difficulty in translating abstract cultural values into tangible brand messages [7]. - Neglecting the needs of the younger generation, resulting in communication gaps [7]. - Insufficient international communication strategies, limiting global brand presence [8]. - A disconnect between technological advancements and brand content innovation [8]. Theoretical Framework - The article suggests using classic brand models to guide brand building in securities firms: - The Customer-Based Brand Equity (CBBE) model outlines stages from brand recognition to brand relationship [9]. - The service brand equity model emphasizes the importance of service quality in building brand value [10]. - Brand premium theory indicates that strong brands can command higher prices and profit margins [10]. Practical Pathways - Securities firms can enhance brand building through several strategies: - Defining brand strategy models that align with business development stages [11]. - Implementing targeted strategies for different business segments to achieve brand and business synergy [12]. - Adjusting brand strategies according to economic cycles to enhance brand resilience [14]. - Leveraging technology to create a digital ecosystem for brand operations [15]. - Building brand reputation through social responsibility and community engagement [17]. Effectiveness Evaluation - The effectiveness of brand building can be assessed through dual dimensions: - Business indicators such as customer acquisition costs and client loyalty [18]. - Brand indicators including brand awareness and premium pricing capabilities [18]. - The IMMF brand value assessment model provides a structured approach to evaluate the return on brand investment [19][20]. Conclusion - Brand building is a critical strategy for securities firms to navigate homogenized competition and achieve high-quality growth, with a focus on digital transformation, cultural integration, and international communication [24].