China Telecom: brand future geometry?

Telecom market after years of competition, the brand has to occupy more and more important position. In the face of the upcoming 3 g telecom market and competitive upgrades, telecom operators how to products from technical experts, to transform the enterprise to the brand, brand value and profit, became the key to coping with future competition. As the most ancient history of telecommunication carriers, China Telecom's brand management strategy planning needs. Although in the past few years China Telecom are spared no effort in promoting the brand image, but from the successful brands still have a long distance. China Telecom to carry out the transformation of business model, you need to brand the full potential and role play.

Not only to give the brand a household name, but also to everyone. When we went to ask about a consumer, "what does this mean for China Telecom", or for those four words of impression, the impression is still stuck in the more traditional aspects, such as the Council referred to the "phone" and "Broadband" and "PHS", etc., or to associate the "square" and "superior" image, or even difficult to form a clear view. This indicates that China Telecom's brand personality and brand reputation in people's mind is still in a State of ambiguity. For articulate will transition to the "comprehensive information service provider," China Telecom, brand, you also need to fully exploit or give the brand's unique personality, the formation of the personality of the brand's unique charm and influence. To shaping China Telecom's brand personality and influence, China Telecom needs to implement three changes, first, from a technology-driven changes to user experience. Past China Telecom more technology as the main consumer communication elements, even as business brands, such as PHS, ADSL and so on, but the fact is that consumers are not concerned about technology, but is concerned about the business to be able to get the value of life, therefore, China Telecom will need to use the language of the consumers to build brand, from the consumer's experience in terms of brands, to strengthen China Telecom to offer consumers more beautiful, harmonious concept of life; the second, from the traditional "fixed," presented to fad, "information versatile" innovative carrier changes. Past consumer perception of China Telecom brand more from fixed telephone service, but China Telecom is now in the comprehensive information service on the full business potential, and in the future to meet the market challenges 3G, China Telecom brand must be stylish, energetic, innovative, high added-value elements, to win the depth of the consumers. Third, from business based on individual brand communication forms based on consumer interaction of integrated communication mode changes. The spread of brand China Telecom has been stressed that the business itself, for the brand communication is only in recent years to do it, but consumers for China Telecom's new business brand is still a lack of understanding, a good brand to consumers living on a point of contact and at the same time needs and establish a full range of interactive consumer, China Telecom, the need for integrated communication system, pay attention to information services and consumer life trajectory, the brand image.