Branding: the only way for the innovative development of national industry
the eleventh five year plan emphasizes that "innovation" is the core of national rejuvenation. The word "innovation" contains many meanings, and in the revitalization of national industry, it is reflected in taking the road of brand strategy. Just like the former director of the State Economic and Trade Commission, the current Vice Chairman of the Standing Committee of the National People's Congress Secretary General Sheng Huaren said, "in today's market competition, brand embodies the quality, reputation and image of an enterprise, as well as the quality of a nation and the image of a country. The successful practice of well-known enterprises at home and abroad has proved that the creation and development of brands is one of the most effective means for enterprises to survive for a long time and maintain strong market vitality."
national industrial brand awareness needs to be strengthened.
it is understood that many domestic enterprises are at a loss when facing how to create famous brands. Some enterprises have no concept of how to use the advantages of famous brands to expand market share, and few enterprises have a clear awareness of famous brands and brand strategy. Although many private enterprises in China, such as textile industry and primary industrial products processing industry, have a large export volume, due to their low labor cost and low technology added value, they have been repeatedly subjected to anti-dumping in the international community, so enterprises have been greatly affected. In fact, our products are not bad, just because there has been no brand awareness can not form a strong industry. In order to develop domestic and international markets, we must strengthen the brand awareness of national industries
in fact, on the road of industrial development in China, the development of brand awareness of enterprises has mainly gone through three stages: the earliest stage is the stage when the technical requirements of historical products are not very high, and the brand is considered to be a long history, such as Maotai and Tongrentang; The second is the quality brand stage, which believes that brand is high quality. The "quality journey" that swept China in those days is the epitome of this brand awareness; Thirdly, it is the stage of famous brand, which believes that brand is famous brand. At present, domestic enterprises in China are still at the stage of famous brand, but a few foresighters have begun to try to overcome difficulties in the new stage of strategic brand. They vaguely feel that brand is the core competitiveness driven by strategy and the systematic integration of management tools such as brand assets, brand identification, brand structure, brand management, brand communication and brand extension, This stage requires enterprises to carry out comprehensive integration and reform
under the pattern of economic globalization, brand is more important to almost any company in all industries than ever before. The formation, consolidation and promotion of a brand is a long-term accumulation, gradual development and innovation process, and the ultimate strength of brand recognition depends on customers. For enterprises, the primary factor of brand is product quality and product development and innovation ability. In this regard, domestic enterprises still have a long way to go. Enterprises should regard the process of striving for brand as a process of comprehensive internal diagnosis, so as to constantly find problems, and then continuously improve and improve to create high-quality products
at present, China has achieved remarkable results in reform and opening up and sustained and stable economic growth. It can be said that the foundation for the implementation of the "brand strategy" is ready, but it still faces many difficulties and problems. It is mainly manifested in the following three aspects: first, Chinese enterprises have few well-known brands and weak influence in the international market. At present, the output of more than 150 kinds of products in China ranks first in the world, but few of them can be called world brands. According to Fortune magazine, among the 100 most influential brands in the world in 2003, only one brand in Chinese Mainland was selected as "Haier"; Second, the brand value of Chinese enterprises is relatively low, which is significantly different from that of foreign brands. In 2002, Haier's brand value was 48.9 billion yuan, equivalent to only 8.5% of Coca Cola's brand value that year; Third, in the international high-end market, domestic brands hardly have their own core technology and independent intellectual property rights, which leads to the weak international competitiveness of domestic brands to prevent bumping, which is the fatal weakness of Chinese enterprises to "go global". In order to improve the international competitiveness of products and enterprises, and then enhance the competitiveness of China's economy, and improve the brand awareness of domestic enterprises, it is urgent to take a brand road of independent development, and then implement the "brand strategy"
why Chinese enterprises are excluded from the top 100
in the 2005 global top 500 ranking selected by the US Fortune magazine not long ago, 18 Chinese enterprises were on the list, and most of them rose. However, none of the Chinese enterprises was selected in the 2005 ranking of the top 100 world famous brands by BusinessWeek. This is due to the different evaluation criteria of the two. The Fortune 500 attaches importance to the scale of enterprises and takes the operating income as the assessment target. Therefore, the ranking of large state-owned enterprises such as Sinopec and PetroChina has risen sharply this year. The selection of "top 100 well-known brands" by BusinessWeek focuses on the consideration of the brand's own value, international influence and development potential. Among the "top 100 global famous brands" recently launched by BusinessWeek in 2005, Coca Cola, Microsoft, IBM, general electric and Intel ranked among the top five, and a large number of technology "stars" stole the spotlight
however, an important fact is that 90% of China's export products rely on "OEM", and only about 10% of the export products with independent brands. Foreign companies account for about 57% of China's exports, which has risen steadily in the past 15 years. In high-end department stores and boutiques in metropolises around the world, it is not difficult to find goods with the trademarks of foreign enterprises but with the words "made in China". Foreign companies account for even more than 80% of exports in the high-tech sector. In the first four months of 2005, the import and export of high-tech products by foreign-funded enterprises accounted for 83.9%
therefore, it is not difficult for us to find out the crux of the failure of Chinese enterprises to be listed: Chinese enterprises are too pursuing "big" measured by sales, but ignoring the development of independent brands and the cultivation of brand core competitiveness. In the current complex and volatile international market, the main competitive advantages of Chinese enterprises are cost advantage and product advantage, but the worst is brand advantage. Therefore, how to establish a high-quality image of Chinese brands and quickly reverse the impression of global consumers on the low quality and low price of "made in China" has become one of the most difficult problems for Chinese entrepreneurs. With the acceleration of the pace of economic globalization, "going global" has become an important strategy for Chinese enterprises, and brand internationalization has become an irresistible historical trend. Chinese enterprises must learn how to combine their own characteristics and strength, with the help of the successful experience of world-famous brands, gradually go abroad and realize brand internationalization in the true sense
in addition, many domestic enterprises do not pay enough attention to the positioning and maintenance of brand core values, mainly reflected in: first, pay more attention to publicity than research and development. The advertising investment of some enterprises is much higher than that used for product technology research and development; Second, the brand image lacks personality and cannot enter the international high-end market; Third, the brand image is lack of stability, and the appeal theme is new month by month and changing year by year. The core value of the brand has not been consistently reflected and maintained
how to build international brands
from an economic perspective, brands have three major characteristics: first, brands are intangible assets of enterprises. Enterprises can constantly obtain economic benefits by virtue of brand advantages, and can trade in the market, which has transaction value. For example, according to the evaluation of relevant institutions, the brand value of Coca Cola in the United States in 2002 was 72.5 billion US dollars, and the brand value of "Hongtashan" in China was 46 billion yuan; Second, the brand forms the core competitiveness of the enterprise. Brand has exclusivity, particularity and stability, which is an important part of the core competitiveness of enterprises; Third, brand is an important carrier of business reputation. Brand is the passport for products and services to market, and strong brand is the key to enterprise success. Brands are sometimes more valuable and influential than products or services. Therefore, how to build an international brand is the key to success
today, consumers have more and more choices about media. Making full use of media advantages to vigorously publicize is a shortcut for consumers to understand products, and it is also an important step towards international brands. From the ranking of the world's top 100 enterprises, we can find that these enterprises that have successfully built international brands without exception have established marketing teams that adapt to different regions, cultures and markets, and can launch advertising campaigns for different consumer groups at almost the same time through a variety of media. They integrate advertising information into different media, and make the boundaries between advertising and entertainment more blurred. Advertisements can be seen almost everywhere in the Internet, public events, and laptops
starting from the economic concept of brand, use brand to form the core competitiveness of enterprises, establish a single brand, and require "precision" to avoid "miscellaneous". Because of the monopolization and stability of brands, a single brand can often form a dominant scale effect and is easy to be recognized by consumers. From the rankings, we can also find that almost all companies with the fastest growth in brand value have the same brand worldwide. In the past, the practice of creating a new brand facing the local market everywhere has become obsolete. Now is the era of maintaining the lasting influence of the brand. Therefore, it becomes more effective to use the same brand name where the market arrives. The successful operation of "Samsung" fully illustrates this point. Samsung Electronics, a South Korean consumer electronics manufacturer, can be said to be a master of using new brand strategy. Seven or eight years ago, Samsung was a low-end consumer electronics manufacturer with a large group of brands, such as wiseview, Tantus and yepp, which dazzled consumers. The company believes that the only way to improve the value chain is to build a core strong brand, and then cut down other brands and only retained Samsung. The brand value of Samsung, which ranks 20th, has soared 186% in the past five years, exceeding the growth rate of all other brand values on the list
attaching importance to R & D and design is also an important step in building an international brand. Indeed, it is inevitable to use market strategies to build brands, and in the face of fierce brand competition, research and development and design are even more indispensable for enterprises to maintain their innovation ability. Focus on high-tech research and development and the design of independent brands. Only by paying attention to research and development and vigorously developing high and new technology can we provide a strong and sustainable source of power for economic development; Only by vigorously cultivating and developing independent brands can Chinese enterprises have lasting international competitiveness and take the initiative in the fierce international competition. To promote the optimization and upgrading of economic structure and accelerate the development of high-tech industries, we need to cultivate many new economic growth points. From international experience, brand economy is an important new growth point. Therefore, we must devote ourselves to creating brand products, building brand enterprises, cultivating brand industries, and developing brand economy. By implementing the "brand strategy", we will drive the optimization and upgrading of industrial structure and promote the continuous development and growth of high-tech industries. At present, a considerable number of manufacturers have distinguished their brands and displayed leading technology through novel and fashionable designs
the significance of the brand road
in the implementation process of China's "Eleventh Five Year Plan", building international famous brands and making national enterprises walk out of a brand road of independent development are of great significance to improving the competitiveness of Chinese enterprises
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