Unilever- Enterprise to develop the necessary innovative.docVIP

 PAGE \* MERGEFORMAT 28 Unilever: Enterprise to develop the necessary innovative [From Unilever ‘Face’ Speaking September 16, 2004, Unilever China headquarters announced that from July 1 that year, the Unilever-owned subsidiary of the world at the same time opening a new company logo, to December 31, 2005, all of Unilever introduced products, the packaging will use this new logo. ‘Home, there Unilever’ concept will be ‘to make your life more dynamic’ replaced by new ideas. From July 1, 2004, the Chinese consumers are very familiar with the already ‘U’ character logo from this withdrawal, the new logo as a mosaic of 25 small images made of ‘U’ word, ‘U’ character The following is the English name of Unilever. In Unilever this new identity which other countries do not have ‘localized’, the use of the identity of the Chinese market is still below the increase of the letters in Chinese characters, while in other countries does not bear the characteristics of localization. Large number of multinational corporations, exist to allow a Chinese-language signs are rare indeed. Since 2003, the world caught its own identity for the wave, such as Coca-Cola, McDonald’s, UPS, etc. Today, Unilever has also conducted a large-scale global identity uniform. Faced with this emerging ‘Face’ the wave, at least we can see two points, one on the market more and more brands of products, product brand identity is becoming more important, especially for the implementation of multi-brand strategy of multinational corporations for a unified identity for strengthening the degree of consumer recognition of products have a greater role. Second, economic trend of globalization, while a variety of big brand identity more or less will limit a multinational’s global expansion strategy. Unilever (China) Co., Ltd. President Boya Lun pointed out that 20 years ago, Unilever pay more attention to the product brand, but only as a background to the company’s brand, but as the market development tren