Refused to brand.doc

 PAGE \* MERGEFORMAT 11 Refused to ‘brand’ A ‘brand-name hot’ is the rise of China’s vast territory. However, any thing can not be absolutely fair, look at the issue must be dialectically. The implementation of branding, the implementation of brand strategy, of course, has its advantages; however, refused to ‘brand’, the implementation of ‘non-brand’ and ‘to give up ownership of the brand’ strategy, but also has its unique advantages. Any enterprise, regardless of their own situation and conditions under which, no matter what their characteristics of the products, if he stubbornly stressed the need to ‘brand’, to create famous brands, such broad-brush approach is undesirable. Here we are ‘non-brand’ and ‘to give up the brand ownership’ of the strategy, to do some specific analysis. One to take ‘non-brand’ strategy for analysis of To take ‘non-brand’ strategy, the first case is due to characteristics of the product by the decision. Undeniably, some products due to the universality of the production process, in the manufacturing process is impossible for the formation of certain features, as well as easily with other enterprise production of similar products differentiated; there are some products, its quality is difficult or difficult to ensure uniform uniform measurement, and consumers do not need or can not easily identify effective, these products should be adopted in principle, ‘non-brand’ strategy. The use of the brand, it is not very meaningful or even meaningless. Such as electricity, as well as ore, crude steel billet, steel billet and other industrial raw materials, in general, ‘non-brand’ strategy. Use of ‘non-brand’ strategy for the second case is that an enterprise need to enhance the competitiveness of their products. Originally, it is precisely because the capitalist commodity economy and a high degree of development before they allow the rapid development of the brand to the market in almost all commodities have the brand. However, the most