|
Renmin University of China School of Journalism Advertisement And Wang Fei, deputy director of Media Economics Successful brands have a clear core values of constant brand has recognition, competitive features and value-added features, and brand value, including the cost value and added value. successful brands include: clear and constant core values, good recognition system, a reasonable brand structure, a good user experience and innovative spirit. Company or product brand is representative of a perceptual, cultural image, which is present in the minds of consumers on behalf of all things corporate. It is not only a trade mark, but also the credibility of signs, is a commitment to consumers. Between producers and consumers brand as a connection point of the enterprise, product, production and other information to consumers, consumers from perceived self-image, quality, cost, expected performance, the distinction between the competitors and other information. Can be said that the brand is the product of a relationship with consumers, from the greater scope for enterprise / products and markets, competitors, consumers, stakeholders, resources and environment in an integrated relationship between the expression . From the perspective of brand value, brand has recognition, competitive features and value-added features, and brand value, including the cost value and added value. Brand assets, including brand awareness, recognition, association, loyalty, etc.. I think that a successful brand requires the following five factors: First, clear, constant core values, the core values and objectives to the values of consumers should be combined, or the value of faith to guide consumers, the most well with the lofty, universal philosophical significance; second is to have good recognition system, including unique, with the correlation name, and the system, clear visual identity and behavior recognition; third is to have reasonable brand structure, through the system, organic brand structure to produce the greatest system efficiency; fourth is to give consumers a good experience, whether products, services, or Marketing Activities; 5 is to have the spirit of innovation through technological changes or marketing communication innovations to continue to activate the brand. Chinese brands need to break into the international culture of short board In the "local globalization" phase, brand-building should focus on breaking local cultural constraints, and global management of common values and rules of blending. Chinese brands going global brand strategy with clear goals, breaking the Chinese culture, short board. From the earliest in the Chinese market Sell Counting, cross-border Semiconductor Companies enter the Chinese market has more than 30 years. From pure product sales to the "transnational Chinese localization" (global localization), to many leading companies are now being carried out by "local globalization" (Chinese companies design products export in China). In this development process, the company's brand building focus is different. In the "transnational Chinese localization" phase, focusing on building brand awareness of Chinese local culture, the brand personality and brand management is rooted in Chinese society and culture. In the "Local globalization" phase, brand building is focused on breaking local geographical and cultural constraints and the management of shackles, and global management of common values and rules of blending. Building successful brands in the road, domestic and foreign enterprises still exist many gaps. According to the practical experience of domestic and foreign enterprises in China brand in the process of going global to overcome difficult problems, mainly as follows: First of all, there must be a clear strategic objective of the brand. Second, we must break through the Chinese culture, short boards, such as Chinese companies are very strict and cruel lack of quality management system, so we can not access the world market a variety of certification. Third, to strengthen technical innovation. The e-commerce company in China offers quality products such as China auto key blanks , automobile key blanks, and more. For more , please visit auto key blanks today!
Related Articles -
China auto key blanks, automobile key blanks,
|
