Four much-needed transformation of the local brand communications.docVIP

 PAGE \* MERGEFORMAT 9 Four much-needed transformation of the local brand communications Top 100 Global Brands 2006 list, U.S. brands 53, Germany, France, Japan and the brand were 9, 8, 7, and the Chinese brand without a chart; in 2006, the world’s most valuable brand Coca-Cola the brand value of 67 billion U.S. dollars, while China’s most valuable brand Haier brand value 749 billion yuan, significant differences between brand value; more and more Chinese and processing enterprises, a world-class brand, processing plant, its products labeled universal , Samsung and other trademarks, once worth double, but it seems that the only local own-brand and quality of sub-lowest-linked; ... ... With China’s accession to WTO, Chinese companies increasingly into the international competitive environment, presenting the international competitiveness of domestic enterprises technology, domestic enterprises to compete internationally oriented pattern. Chinese market, strong demand and rapid growth has attracted many multinational companies, have strengthened the strategic plan in China. In the automotive, mobile phones, Japan and so many industries, multinational brand has achieved a clear advantage, accounting for the lucrative high-end market, local brands seem to have become synonymous with quality time low price. How to quickly increase brand competitiveness, not only is every one Chinese enterprises urgently need to address the issue, but also concerns the important issue of national competitiveness. Changed so dramatically in the dissemination of four elements, in practice, why enterprises in the advertising, events, public relations and other aspects of the high cost of investment, brand-building has had little effect? How to concentrate its limited resources to enable the brand into ‘conservation-oriented’ and dissemination of results of the ‘maximize’? Brand to enhance the competitiveness of brand communications can not be separated, how can we achieve effective com