品牌的演进路径管理（Brand evolution path management）.docVIP

品牌的演进路径管理（Brand evolution path management） Except a handful of industries in China, the industrys leadership is dominated by foreign companies, such as nokia, samsung, MOTOROLAs mobile phone industry, daily chemical industry, procter gamble, unilever, BMW, mercedes-benz and so on automobile industry, foreign companies not only have differentiated products, more importantly, has a strong brand assets. On September 16, 2010, the us consultancy Interbrand , released this years global corporate brand value, the Coca-Cola brand valued at $70.452 billion, ranked first, the international business machines corporation (IBM), ranked second with brand value of $64.727 billion, Microsoft brand valuation of $60.895 billion in the third. Haier, Chinas most valuable brand, has a brand value of rmb81.2bn in 2009, and there is a big gap between Chinese brands and strong foreign brands. Domestic enterprises have seen the strong premium ability and market control of foreign enterprises relying on the brand, and the lack of competitiveness of Chinese enterprises is attributed to the lack of a strong brand. Therefore, domestic enterprises have put up the brand banner, to build the enterprise brand. However, Chinese enterprises only define the brand as beautiful packaging, alluring advertisement language, exquisite advertising images, superhuman gas endorsement star, sensational promotion activities. But, the brand is not just a slogan, a picture but the enterprises in the development process of gradually formed to provide value to consumers, commitment and interests, and interests for the consumers, the promise of subjective evaluation, so the brand is in the process of their own efforts, and interacting with customers. Foreign brand development from birth to become have tens of billions of dollars worth of a strong brand, has experienced a long-term accumulation, between the development of Chinese enterprises is still in the primary stage, so you cant trust brand strategy but to see