China does not have brand!.docVIP

 PAGE \* MERGEFORMAT 6 China does not have brand! Well-known master of marketing Kotler once said that ‘China has the corporate brand, but no product brand’. If there is no existence of product brands, corporate brands is just a shell. Branding expert and brand of chaos Product brands and corporate brand confusion, the chaos is the root of Chinese brands. China is a manufacturing power, manufacturing companies have been recognized at the international? In fact the country are doing to promote their brand names. The ‘China branding expert than the brand names’ mentioned in a number of brand experts, they say most brands are not product brands, to some extent they are the initiator of this concept confusion. Product is a living, consumer acceptance is the first product brand, corporate identity simply does not make sense, must be a product has been recognized. For example, many domestic enterprises Olympic sponsorship is not a product acts of sponsorship, but the corporate sponsors of acts, this is actually the image of advertising, although the high degree of awareness, but spend millions to pay a big price later. In addition, there is a class of business itself is a product, the country for the enterprise will be able to benefit directly to consumers, such as hotels, banks, schools and so on, their business is the product. Therefore, the corporate brand and product brands is the same. We do the brand, it is necessary to demonstrate the inherent quality of the brand so that consumers experience the brand’s products bring to their feelings, and allow consumers to like the way they felt, and this lead out of the brand’s affection. Here includes not only visual recognition. Also called behavior, language and all other corporate actions are consistent with the concept of pre-set a good brand identity. However, we see a lot of independent experts can only do some simple symbols, or even consistent with the understanding of these there are some inaccuracies. Suc