In contrast to the revaluation of brand value.docVIP

 PAGE \* MERGEFORMAT 10 In contrast to the revaluation of brand value An internationally renowned business magazine, ‘Business Week’ public chart 03 ‘the world’s 10 most valuable brands, Coca-Cola, Microsoft and other giants listed on it. Although the ‘Business Week’ to list with ‘China’s 500 Most Valuable Brands’ the judge rules vary, but by a comprehensive analysis, this author believes that the most valuable brands of domestic and international brand compared with the same order of precedence, Brand value has been varying degrees of over-or underestimated. Haier Vs Coca-Cola: Note Positioning Life Haier brand core value lies in its mind the customer owns’ Chinese home appliance brand ‘positioning, but this generalist position facing multiple threats: on the one hand, Whirlpool, Panasonic, Electrolux and other international brands sign, so that’ China’s first a ‘brand devaluation; the one hand, Gree and allow voice and air conditioners, refrigerators experts in the brand’s rise will be the collapse of generalists’ appliance brand ‘; the three, Haier itself involved in computers, mobile phones and other non-household electrical appliances field, in essence, to destroy’ China’s first home appliance ‘positioning. Compared with Haier, the positioning of Coca-Cola is much more life will be a long time. Coca-Cola, Coca-Cola invented in 1886, 118 years, Coca-Cola is committed to developing categories, as Coca-Cola in the minds of consumers account for a ‘cola’ in this simple and long-lasting mental resources, although the book value of Coca-Cola Company is only 24.5 billion U.S. dollars, but the brand value is its nearly 3 times as much. CCTV Vs Microsoft: Cherish the dominant position CCTV in terms of audience, advertisers or industry areas, have a dominant appeal, be of great developmental communication industry, CCTV brand value is far undervalued. Due to a Microsoft-led industry and the future, with a brand value of 65 billion U.S. dollars. While Microsoft i