Red Flag- Price lost to the brand at a loss.doc

 PAGE \* MERGEFORMAT 18 Red Flag: Price lost to the brand at a loss In June 2005 one of the most valuable brand assessment, the Red Flag sedan to 5.456 billion yuan, and then top ranking auto industry. However, such a huge brand equity but can not be converted to matching the sales force. Past two years, the Red Flag car sales plummeted in the car sales list, it is not hard to find a trace, that is, GAN Bottom of annual sales have been hovering below 20000, it was even issued a ‘red flag can also carry long’ in exclaimed. Red Flag’s brand value is a historical succession of feelings, but in the new market environment, FAW Hongqi brand new connotation of perfusion, and can not inherit the wealth of history. Therefore, the red flag of the brand image seems to blur a clear matter of fact. Embarrassing first national brand In Chinese eyes, the red flag has been China’s first national brand car. But back to the market, the red flag is not a ‘who own automobiles,’ preferred brand. Hongqi brand stands for something? Red Flag sedan glorious past, from its noble social status. In economics terminology to explain the reason why Red Flag sedan highly respected because of its extraordinary worth, give the owner to bring the spirit of desire satisfaction. In other words, Red Flag sedan is actually a conspicuous goods. The conspicuous element is the high commodity prices and scarce amount. Red Flag has a unique brand of timing, location, and its brand has a very significant impact on shaping, which is unique conditions is not available in other brands. From birth, the Red Flag sedan was given a heavy political overtones. Leaving aside the design of dignified appearance and just once on its role in history, we fully explained the status of the red flag officer cars. Previous parade, flag ceremony is unquestionably become the preferred vehicle of its honor and status, and no one is known as China’s ‘political vehicle’ and ‘courtesy cars’, Red Brand represents the statu