Interpretation of high-tech product brand strategy - China Core Case Study.docVIP

 PAGE \* MERGEFORMAT 13 Interpretation of high-tech product brand strategy - ‘China Core’ Case Study Brand is also the life of high-tech products Traditional industries need to brand strategy, this concept has become the consensus, high-tech products or not to brand strategy, this problem for at least a high-tech enterprises in China is still a problem. Some people think, it seems that the high-tech science and technology content have been enough to sustain their own image, do not need to hype the brand strategy. Therefore, a number of technical products are not brand, or no logo, not to mention the promotion strategy. Such examples should not uncommon. Another kind of example is that some high-tech products, though the introduction of VI, however, VI, and did not melt into the enterprise development strategy and market strategy, and did not form self-promotion, promotion of business links, in fact, is equivalent to VI became the decoration, and the the development of enterprises do not have a common boundary. In 2001, I accept the Vimicro (then known as the star) brand to promote planning business found the image of the enterprise with minimal identification of no made. The company’s name in the stars, their ‘have complete independent intellectual property rights in China super-large-scale digital image chip’ there is not even a Chinese name, shouted a combination of Roman letters and Arabic numerals in the name of ‘ZSMC-301’. Company LOGO is a deformation of Z, how to see how feel like lightning, LOGO color more than three kinds, the entire identification system not only meet the VI design specifications, and absolutely no idea at all, marketing strategy is non-existent. Using ‘high-tech products brand is the life of’ this view to persuade chairman, I began the process of introducing CI strategic design, goes call it ‘playing ground’. Star is also the case in the need to ‘play ground’ Start planning. Fundamental issues on the planning to reach a consensus,