The article discusses how paint companies build and maintain their brand value through quality, marketing, and innovation. When consumers choose paint products, they focus on the product’s practical use and functional performance. As a result, the first thing they look for is the internal quality of the product, including its visual appearance. Products with superior quality have a stronger market presence, and it is essential for paint companies to continuously improve their standards. If a company fails to gain consumer trust in terms of product quality, it risks losing its competitive edge.
A great example is AkzoNobel from the Netherlands, which has consistently invested heavily in high-quality product development. The company owns several globally recognized brands, such as Dulux, and offers a wide range of coatings, including architectural paints, powder coatings, coil coatings, industrial coatings, automotive refinishes, marine paints, high-performance protective coatings, and aerospace paints. Its exceptional quality has earned recognition from both domestic and international clients, and it is widely used in major projects like Shenzhen Airport, Shanghai City Exhibition Center, Shanghai Pudong International Airport, Shanghai Jinmao Building, Beijing Guanghua Automobile & Trade Building, Qingdao Everbright Financial Center, and more. Therefore, product quality remains the core of a coating brand's value — a truth that never changes.
Brand development in the paint industry also requires a strong focus on marketing. A brand is an intangible asset that adds value and premium pricing to a product. It is represented by a name, symbol, or design that differentiates it from competitors. The real value comes from the perception formed in the minds of consumers. Finding effective marketing strategies is no longer exclusive to global brands; local companies are also investing in brand promotion. For instance, celebrity endorsements have become a powerful tool. Companies like Jia Lishi have partnered with famous actors like Li Bingbing to boost brand visibility. Similarly, engaging in public welfare activities can strengthen brand image, as seen in the case of the charity initiatives that were even listed as one of the "Top Ten Major Events in the Paint Industry in 2012." Through consistent and effective brand marketing, companies can generate long-term profits and reflect the true value of their intangible assets.
To stay relevant, paint brands must evolve with the times. Brand development is a long-term and systematic process that requires continuous adaptation to market trends and consumer needs. For example, Kellogg has been shifting towards water-based, high-solid, and eco-friendly products. In recent years, the company launched several environmentally friendly lines, such as “Free Painting 360,†“Low Carbon Paint,†and “Bamboo Charcoal Deodorant Wall Surface.†Other products include olive tree-based lacquers, five-in-one wood finishes, and waterborne wood lacquer series. These innovations have expanded the company’s eco-friendly product range and helped shape the Leshi brand as a leader in environmental health.
Building a successful paint brand requires not only strategic thinking but also clear positioning and appropriate actions. To create a strong brand, companies must establish a positive image in the public’s mind. The ultimate goal of branding is to gain widespread recognition and loyalty. If a paint company wants its brand to grow and endure, it should aim to be as enduring and respected as luxury brands. Branding is not just about selling products — it’s about creating value, trust, and lasting relationships with customers.
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