Recently, the most embarrassing thing in the Chinese business community is the battle between Danone and Zong Qinghou. With the indictment of Danone and the resignation of Zong Qinghou, the dispute of "Dazong" has gradually entered a state of enthusiasm. Regardless of who is the "Da, Zong", the cause of the "Da Zong" dispute "Wahaha" and "Dazong" disputes undoubtedly gave Chinese companies a brand class. It also reminds Chinese companies to re-examine the brand development strategy of the company.
Speaking from the "Best Chinese Brand Annual Ranking"
In 2006, Interbrand, a global brand consulting company, joined hands with the Chinese version of BusinessWeek to launch the first annual ranking of the best Chinese brands by brand value. The assessment uses the same approach as the top 100 best brands in the world. Interbrand collects three value assessment indicators for Chinese brands (must be Chinese brands, must be listed companies, must be direct-to-consumer brands): financial analysis , brand role analysis, and brand strength analysis.
Among them, financial analysis begins with predicting current and future income brought by the brand, and non-branded income items are deducted at the time of evaluation; brand role analysis is to analyze how the brand affects consumers at the place of purchase when analyzing the income of intangible assets. Demand, and then brand revenue; brand strength is a benchmark for whether the brand is strong, it measures whether the brand can ensure customer demand (loyalty, repeat purchases and customer retention), and obtain stable future returns.
Brand strength analysis is a structured approach to assessing the risk factors that determine brand strength, such as market position, customer, image, and support for the brand. The data collection and analysis from the above three evaluation dimensions has made the abstract value system of brand equity quantified. In fact, according to Interbrand's top 20 Chinese brand rankings, we can also confirm the huge financial benefits brought by the invisible value of the brand from the perspective of consumer perception.
The top 20 brands are concentrated in telecommunications, finance, technology, alcohol and real estate. Among them, 6 are in the financial industry, 4 in the telecommunications industry, 3 in the liquor category, and 2 in the technology industry and the real estate industry. The other places are the retail, electrical and transportation industries. The well-known brands of telecommunications, banking and financial services came from state-owned monopolies without exception, and were gradually split into several competing companies because of the gradual marketization. Fortunately, in a market-oriented environment, the customer base of these brands is still maintained. This is not the service and products of the above-mentioned companies, but Chinese consumers and commercial entities regard scale and historical assets as indicators of financial stability and security.
The brand value provided by the leaderboard is an important indicator for evaluating the economic performance of the brand. The most important information is what is hidden behind the brand value. That is from a strategic point of view, the understanding of the driving factors of brand value, the most important three indicators are - asset income (business cash flow irrelevant to tangible assets such as equipment or materials), brand power (brand is in To what extent does it affect purchasing decisions) and brand strength (the degree of risk of brands and competitors). Understanding the drivers of brand value can guide a range of management practices, from overall business strategy to marketing tactics. More importantly, understanding the driving factors of brand value allows companies to better examine whether brand strategy is correct, whether marketing tactics are practical, and whether brand management means promote long-term growth of brand value.
Manufacturing to the brand's turning point
Trust, dependability, and value-for-money are closely related to corporate mission and strategy. Unfortunately, Chinese brands also generally lack brand awareness and credibility. In the eyes of many people, Chinese brands are far from many world-renowned brands in many respects. In 2005, Interbrand conducted a survey of 243 brand managers on Chinese brands around the world. One question was: “Please write three words to express your impression of Chinese brandsâ€. In the questionnaires that were collected, the evaluations of “cheap, low value, and poor quality†accounted for the vast majority.
The phrase "Made in China is equal to cheap low-end, even inferior products" has somewhat awkward to make China a big manufacturing country. Although there are counterfeit products and market demand in some developing countries, the main reason is that there is no brand awareness in the early stage of Chinese manufacturing going overseas, and it does not pay attention to maintaining the brand.
In recent years, with a number of Chinese companies such as Lenovo, Huawei, and Haier going overseas, the reputation of Chinese manufacturing overseas is gradually increasing, but for now, the impression that Chinese manufacturing gives foreigners is still at the stage of low-end goods. . On the surface, Chinese manufacturing is omnipresent and seems to be occupying a major position in the world market, but when it comes to value and profit, Chinese manufacturing is not on the table. The era of changing a car to a computer and a car for a cell phone has not passed. According to the European Business Federation, the value of Chinese Christmas goods imported by the EU-25 in 2006 was 800 million euros; but it is a small part of the total value of Christmas purchases by Europeans, only the Swedes’ purchase of Christmas in 2006. The cost is almost 5 billion euros. There are also many foreign business people who believe that most of the goods made in China are not of poor quality, and some of them are even quite good, but they are not in the brand that is recognized by consumers. It is also a Chinese-made product. If you are a well-known foreign brand, the price can be turned over several times.
China is a big manufacturing country, but it is a weak brand. Chinese business decision makers are increasingly aware of the importance of the brand and the value of the brand.
As new foreign brands enter the market, local brands must realize that consumers will become more and more experienced in an increasingly competitive environment. They should be as realistic as possible in formulating their brand development strategies and adopt a solid long-term strategy. . Brand is not advertising, brand is not only popularity, brand is a comprehensive manifestation of a company or product culture, value and many other aspects. We turned our attention back to the 1990s. In the era when the advertisement was king, many brands disappeared like a meteor after the bloom. Once upon a time, the name of "Zhengzhou Asiatic" was as radiant as his logo "Wild Sun", but with the blind expansion, with the opening of one new store in the village, the "Asian" commercial aircraft carrier Suddenly sunk due to management, capital, etc., the brand with tens of millions of dollars in the past is now facing a large number of creditors. "Asia" has gradually become an ordinary wave in the merchant sea, leaving a lot of sighs. In this article, I mention "Qinchi". The popularity of Qinchi is based on the establishment of advertisements. Even if such a company does not have such a thing, its vitality will not last long, and bankruptcy is inevitable. There is no guarantee of product quality, no construction of corporate culture, and high-rise buildings built with advertisements are always mirages.
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