Jie Mi Global Brand Management of Road 100.docVIP

 PAGE \* MERGEFORMAT 5 Jie Mi Global Brand Management of Road 100 Brand value has been much attention in all walks of life, well-managed corporate brand has also been a dream. Recently, ‘Business Week’ and Interband the company announced the ‘Global Top 100 brands list’, no doubt Coca-Cola tied for first place. Coca-Cola from the top to the bottom of the list view of Campbell soup, without exception, followed by the eternal miracle of the law of war. Here, I will open the world’s top 100 brands of business management mystery. The value of the leading category When consumers purchase the brand’s influence, depending on whether the brand value of the leading category. Global 100 brand, the vast majority of the leading brands owned category. Coca-Cola and Pepsi dominated the cola category, McDonald’s and KFC dominated the Western-style fast food category, Toyota and Honda dominated the small car category, which is the largest core of a strong brand management. Brand value size, that is, the value depends on the size category. The vast majority of companies can not be a good brand management, the key is to focus on brand value, ignoring the brand value behind - the value category. From EMKT. reason why China is not short-listed the brand, not a lack of strong brands in China, but the vast majority of Chinese enterprises do not realize this, the result they missed many opportunities to create business miracle. However, the good news is, now there are many entrepreneurs dare to innovate, has taken a crucial step. Wong Lo Kat for example, led the ‘herbal’ and category, Alibaba dominated the category of network transactions, Gree air-conditioning dominated the category and so on. Just enough time, these brands are expected to squeeze into the world’s top 100 brands list. Others did not lead the category value of the brand, companies should change its operational thinking and work hard to tap the value of category, so that their own brands to dominate, and this i