The world brand laboratory (http://brand.) Message: "I solemnly commitment to take concrete actions to support national independent innovation and brand strategy, equal, priority purchase of own brand products, in the absence of national brand products, pre-emptive Chinese brand products, and must not prejudice the national brand image, and take practical action to" brand, make China more respected "contribute!" this is the first Chinese brand section of Assembly vows, Gu Xiulian, Vice Chairman of national people's Congress and the scene of nearly 3000 guests in brand China industry Union members, led by a solemn Declaration and intensityof. This section of 100 words of affirmation is better responded in recent years nationalist and liberal debating one topic: how patriotic in the economic field?, Member of the Committee of the China industry Union brand Secretary-General Wang also benefits for themselves just down to find the nationalism and balance between liberalism and pride. Recently, the interview for how to create an international brand in China, and other important topics interviewed Wang.
Three strains and enlightenment of moutai
Wang said that now many entrepreneurs on brand awareness is not correct: the first is that many entrepreneurs believe that only large enterprises will need to make the brand. In fact the brand should be young. Haier is the Haier, because when you just took over Zhang ruimin to non-qualified refrigerators hit, although the scale of Haier was very small, but very focused on Haier's Zhang ruimin brand. Like McDonald 's, Sony and Coca-Cola these big brands, is in the business is not large, are focused on brand building. The second is that many entrepreneurs think that branding is a large number of ads. In fact, the brand is not a short time you can make out, not through advertising loud, but rather through long-term accumulation, but the correct way to a certain extent to speed up this process.
Wang cites an example of moutai and three strains of oral liquid, three strains of liquid in a visibility not less than maotai, but three strains have died alone, all fell across the enterprise. Third line is the line of canned products, one drink, then at least hundreds or even thousands of people will have problems, this is a common sense. But no one has to think about this, the media's focus is concentrated on three oral questions to drink will be dead. Why? because three strains is not brand precipitation. If moutai encountered the same thing, it certainly reflects people first is a "fake" drink, later identification is not a fake, it is true that people may wine is said to be "drunk", and finally found didn't drink much, and a true wine, people will find a reason to say, "be your own original body is not good." Why? this is the brand value of precipitation, maotai is a century-old shop, it's brand loyalty is built up over a long period of time. Brand give people a sense of security, consumptive experience is entirely different.
"Commodities" has three "mouth", left the "mouth" is the upstream industry, right the "mouth" is a downstream of evaluation, the "mouth" is its own evaluation and media publicity. Only the following two "mouth" have, above the "mouth" is valuable.
As a Chinese brand lift platform
Now many companies claim to be famous, because China has no brand standards, neither national nor industry standards. Wang said that brand China Industry Alliance now is trying to establish a set of standards. Standard production need case, case can provide data, these cases and data sources in the enterprise. The concept of "brand" and "brand standards," these two points is a real, virtual, one consciousness, one can be materialized.
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