Misunderstanding of nine brand-building.doc

 PAGE \* MERGEFORMAT 11 Misunderstanding of nine brand-building The face of global economic integration, China’s companies have felt increasing pressure to survive, many multinational companies have landed the Chinese market, China’s vast consumer want from a slice, while the brand has become a multinational giants a major weapon, Rejoice shampoo, Coca-Cola beverages, Kodak film, WINDOWS98 office platform, SONY Walkman and Samsung MP3 ... ... these brands in China, has become universal. These well-known brands are derived from these focus on brand building and has a strong brand of the world’s leading multinational companies to expand capacity. As if a value of 30 sports shirt as long as the money paste ‘Nike’ logo it can be sold for 100 yuan, the name of Goldlion tie the hands of a man driving with a Rolex crown cars we would think that he very rich, as this is the brand of charm. In recent years, Chinese enterprises have begun to brand building and brand expansion pace, but at present be able to go smoothly, there are few international markets. Although many domestic enterprises are very concerned about brand building, but because of their late start, weak economic foundation, lack of experience, coupled with the face of fierce market competition, how to build the brand has become widespread confusion many enterprises. After the study found that Chinese companies on how to build and maintain the brand there are still a lot of errors, so that there brand ‘each leading the trend in 2035’ the situation, a number of brands acquired by the tragic fate of foreign capital. Brand building requires a holistic consideration, not hearsay, nor is it as long as there reputation will be able to win, in addition to the brand accumulation, to avoid the brand-building ideas on some of the errors so that enterprises can also take some detours less. Misunderstanding 1: Brand is worth referring to this brand The most direct manifestation of the brand is one the same goods or