Chinese brands have to hold their own domestic market, also need to actively participate in the international market. Face the challenges of WTO, China's brand-name companies need to have their own brand strategy. The international market, international competition, increased competition, the development of competition is the only way for the development of Chinese brands. Currently, the international brand strategy has to start.
Face the reality of international brand competition, the challenge is the inevitable choice. However, with the influence of transnational corporations in the world compared to strong brands, almost all of the brand is weak brand. How to deduct, David and Goliath, requires careful strategic planning. We must understand the brand competition strategy basic rules of international competition to master the brand's strategic points, be possible to gain a competitive victory. Paper to be discussed is the implementation of brand strategy of some of the basic issues of international, or all of the implementation of brand strategy, international enterprises should pay attention to common problems. As for the different industries, different products should be taken exactly what kind of more specific and more personalized brand internationalization strategy, tailored to their needs is a strategic business design and planning.
A brand beyond the capacity of the geographical and cultural boundaries
Enterprises implementing brand internationalization strategy, we must first address is the brand beyond the capacity of the geographical and cultural boundaries. Behind the brand culture, a brand awareness, reputation and brand loyalty on behalf of natural products from the inherent quality and performance, while the brand's cultural significance and charm and value to bring consumers to enjoy, is the consumer willing to pay the value of the brand.
Brand culture is the rich content supports the brand's visibility and reputation, the brand of the heart down to the consumer, the implementation of the action to the consumer so as to enhance the consumer brand loyalty. McDonald's is a typical American fast food culture, high-quality, fast, health, convenience attract people to patronize, more important is the kind of unfettered fast-food atmosphere. Yellow "M" represents: soothing music, gorgeous color, and free environment, a fairy-tale, cartoon world of childlike innocence. These attract the number of children and their parents. Chinese use "Wonderful" brand to open a fast food shop in with Wonderful (English meaning "wonderful"), the "W" as a brand, dare to McDonald's "M" upside down, should be said that the Chinese fast food industry brand creative beyond imagination, but, "W" of the cultural connotation of what is it? No! So they have yet to succeed.
Cultural connotation of the brand is not the lack of appeal and imagination, nature is difficult to create market power, it is difficult to go abroad. Then the rich cultural connotation of the brand will certainly be able to go abroad it? This is what we have to discuss the brand beyond the capacity of the geographical and cultural boundaries. General Motors Corporation is the world's largest manufacturing company, and has a large number of world famous brands, NOVA is one, but is actually NOVA brand car sales in the Latin American countries met with strong resistance. The problem lies in the NOVA is not to go in the Spanish meaning. Who is willing to pay for a "no go" cars? This car brand was changed to the Latin American people prefer the "Caribbean" brand, the results quickly to open the market. Although Chinese brands rich cultural connotations, but this culture is Chinese language and culture, and is based on "square" as the carrier of culture, this culture beyond the geographical borders of the difficulty is undoubtedly better than others with much more close to the culture.
China's brand characters, phonetic and graphic form of three trade marks, under normal circumstances is that the three forms used alone or in combination with each other. Competition from international strategic considerations, the Chinese character is less conducive to cross geographic and cultural borders, graphics and phonetics is relatively easy. For example, Haier, is relatively close to the Spanish pronunciation of a trademark, supplemented by two innocent image of sweet little boy, more easily identified and accessible, and the "Haier" is less easy to identify the word mark. Therefore, the international strategy of Haier Group Haier and graphics mainly used the combination of trademarks, so as to achieve very good results. "Health and southern red beans, spring hair Jizhi? More than willing to pick-jun, the material most Acacia. I am a professional writer from Mp3 Player Manufacturers, which contains a great deal of information about ready made roman blinds , window blinds faux wood, welcome to visit!
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