Marketing real eight-step four- Construction Brand.doc

 PAGE \* MERGEFORMAT 4 Marketing real eight-step four: Construction Brand China swept the earth ‘build brand campaign’ began in the mid-eighties of the last century. The best known is sponsored by the Shanghai municipal government’s ‘Shanghai famous works’. Through this project on a national level are well-known trademarks include: Bai (Soap) - This year 20 next year, 18; Shenhua (washing machines) - one step ahead, Shenhua washing machines; MAXAM (toothpaste); White Elephant (battery); Shangling (refrigerator); Chaffee (Cream). ... ... The influence of these trademarks lasted until the mid-nineties of the last century, however, with the southern coastal provinces of Guangdong and the rapid rise, as well as a large number of foreign goods to enter these trademarks have been no past glory. Looking at the past 20 years the brand in mainland China the process can be divided into the following phases: (A) the decade before 1993. Primarily the achievement of this decade, the commercialization of the product, the state enterprise products to be registered trademarks, product marks ‘mark of’. In the modern sense of ‘brand’ characteristics at that time had yet to emerge. However, many commercial enterprises in the ‘unconscious’ in taking on the ‘brand’ direction. Since that time a high degree of social credibility, advertising, promotion, on-site service, etc. are relatively novel, and almost ‘10000 trial Souls’. Many in the industry is currently ahead of the brands are established during this period. (B) 1993 - 1997 five-year With Deng Xiaoping’s ‘southern tour speech’ was published, which brought about the first five years, a nationwide awareness and ownership of economic reform. ‘To break the iron rice bowl’’sea’’of individual contractors’ ... ... was the buzzword. Increasingly rich social goods, the introduction of foreign capital for the first time as the then government at all levels of the key performance indicators. Personalized goods began to spr