How to build a premium brand in the market-.docVIP

 PAGE \* MERGEFORMAT 7 How to build a premium brand in the market? Moderator: Awa Yangcheng Evening News editor of the brand column Guests: Kanazawa-hee, vice president of Samsung Electronics China, China TAI Wai case of Electrolux, director of marketing with the people’s standard of living and consumer brand awareness, more and more manufacturers began looking to upgrade the brand. But for many domestic brands, how to build a successful in the market of high-end brand image is a major issue. A long-term price war strategy and the prevailing psychology of consumers to make low-priced domestic brands is not easy in the short term to improve the image. In addition, in the brand building strategies and technologies, local brands, there are many places to learn from an international brand. Come tea parties, current Samsung and Electrolux is an international brand in the ‘Japan-South Korea route’ and ‘Europe and the United States lines’ representatives. To seize the opportunities of digital technology, Samsung has become the fastest growing brands in recent years, jumped, and as the world’s white goods giant Electrolux is engaged in a revolution in China, this once in a price war on the home than many enterprises have also home appliance giant, ferocious in the ‘coaching change’ after the high-end, are reshaping their own brand image. Their experience of the domestic brands, not without inspiration. Why can sell expensive than the others Awa: This is two years, we clearly see that the domestic enterprises to upgrade the brand’s attention, and I think there are two main reasons: First, domestic consumers, increasing brand awareness, especially in the rapid rise of the middle class, making high-end consumer products are a broad market, will buy it before you sell your affordable; second, post-WTO landing an increasing number of multinational companies in China, with these world brands competing against the cost advantage apart from the price, it is necessary to imp