The article's conclusion is pessimistic: in an environment where "rapid replication and aggressive price-cutting" have become the norm, good products struggle to survive, and conscientious manufacturers often choose to exit. But this describes manufacturers passively following trends, not all players.
To build brand value in this environment, there are several realistic directions. First, shrink your battlefield—don't compete with everyone in every category. Concentrate resources on the vertical market where you truly have technical or service advantages, and make buyers clearly aware of your position in that segment. Second, demonstrate consistency—stable product quality, predictable delivery times, and responsive problem-handling when issues arise create the repeated experiences that constitute real brand value. Third, actively manage customer relationships rather than passively waiting for orders—regularly check in with buyers about their market situation and evolving needs, making your presence part of their planning process rather than a position replaceable by the next lowest quote.