China Posts brand to talk about life and death.docVIP

 PAGE \* MERGEFORMAT 5 China Post’s brand ‘to talk about life and death’ According to media reports, long-awaited postal reform ‘Sanding program’ has been implemented, postal ‘separate government from enterprises’ work have been completed and the State Post Bureau and China Post Group will also be officially launched this year. Like to take this opportunity, I would like to briefly touch upon the brand’s humble opinion on the China Post. The reason why its referred to as the ‘death talk’, but to show that China Post have at this time, attaches great importance to its own brand-building, remodeling of China Post’s brand image, enhance the competitiveness of China Post’s brand in order to avoid repeating Poland Post in the past. Of course, there is a huge difference between countries, Poland, China Post, Hongkong Post is in trouble just for a ‘wake-up call’, we can not be simply equated with China Post, the Polish Post. However, from the brand perspective, China Post brand to avoid trouble, get in the market competition in the initiative, and good living and development space, which should at least do the following two things. First, do a good job of China Post’s brand strategic planning. From the China Post’s brand performance, we can easily see that China Post has been the lack of a unified brand planning, brand image of the lack of ‘cohesion’, the external performance of obscure, for example, the Post Courier vigorously promoted ‘EMS’, postal savings as a major publicity ‘Green Card’, the Post ads will focus on direct investment and advertising, etc., each have their own ‘site’ and ‘proposition’, unable to focus on highlighting the brand’s overall image of China Post, nor a unified brand building blocks for the China Post. As the saying goes, those who do not seek eternal less than to seek a moment; those who do not seek overall, less than to seek a field. China Post, after separating government and enterprises should continue to have a comfortable living e