华威大学留学生作业：市场商业品牌构建

First, the corporate brand and brand strategy
一、企业品牌与品牌战略

1, the brand's meaning and effect
1、品牌的含义及作用

Brand producers, operators in order to identify their products to differentiate competitors, identify consumer awareness and the use of a significant markup. May be a brand name, a term A sign, a symbol or design, it can be the combination of several factors. In other words the brand is used to identify different companies, different products, text, graphics, or text, graphics and other organic combination.
品牌是生产者，经营者为了标识其产品，以区别于竞争对手，辨认消费者认识而采用的显著的标记。品牌可以是一个名称，一个术语，一种记号，一种象征或设计，也可以是上述若干因素的组合。换言之品牌是用以辨别不同企业，不同产品的文字，图形或文字，图形的有机组合等。

Now, the brand is no longer merely a marked. In accordance with the marketing authority P · Doyle's argument, the brand is "a name, logo, graphics or a combination thereof, to differentiate the company's products." P · Feld Vick about the brand's explanation is: "Brand is assurance badge from one created intangible. "Feld Vick is a famous advertising agency BMP's executive director. In the past about 20 years, the company pioneered the use of more comprehensive research techniques to understand the relationship between consumers and brands.http://www.ukthesis.org/scxzy/
现在，品牌已不再仅仅是一个标记了。按照营销学权威P·道尔的说法，品牌是"一个名称、标志、图形或它们的组合，用以区分不同企业的产品。" P·费尔德维克关于品牌的解释是："品牌是由一种保证性徽章创造的无形资产。"费尔德维克是著名的广告代理商BMP公司的执行董事。在过去的大约20年里，该公司开创性地使用较完善的研究技术来了解消费者与品牌之间的关系。

It should be noted that, Feld Vic said, "brand" is no longer synonymous with "mark", but has become a meaning broader, more abstract concepts. It is composed of one? Quot; badge "or mark the creation of" intangible assets "

In other words, not the brand mark all, but merely as a brand logo or mark.

This distinction is important, the brand is no longer used as a name, logo or graphic to consider, but as a set of "intangible assets" to consider, is a better more powerful way of thinking.

From this point of view to understand the brand, is marketing the 1990s made the history of the most important advancements. It is used to explain the success of the brand and the unsuccessful one key difference between brands


Corporate brand role performance in the following aspects:

Beneficial products to participate in market competition

The first is brand identification products with features for advertising and other promotional activities to provide a basis for consumers to buy goods plays a guiding role. Secondly, there is the legal protection of trademark rights, will effectively curb the unscrupulous competitors of the enterprise market erosion. Third, Goodwill good marks, in favor of new products entering the market. Fourth, brand-name merchandise to customers with a more attractive, help to improve market share.

Help to improve product quality and corporate image

Connotation of the brand is the quality of goods and market value assessment factors and identification emblem, is intangible capital enterprises to participate in the competition. Enterprises in order to win in the competition, will have to carefully maintain the brand's goodwill. Product quality can not be taken lightly, afraid to drop their own brand. The process is necessarily a brand name continuously improve product quality and establish a good corporate image of the process.

Help to protect the interests of consumers

Brand is the sales process, product quality and a guarantee of origin, helping consumers to buy their preferred brand in order to get the greatest satisfaction. When the product quality problems, help consumers be compensated for the loss.

Facts have proved that a prestigious brand, it will be a great asset to companies. In the world, the brand value ranked number one in Marllboro, its market value of up to $ 21 billion, second in Coca Cola was $ 24 billion. China's famous brand "Hongtashan" to 10 billion yuan to win. This of course is the long-term business results, but also because the excellent texture of the product and marketing mix properly. Experience shows that the brand of the correct decision, brand design science, effective brand protection for business success has a very positive effect.

2, corporate brand strategy and significance

Brand strategy, by definition, is the corporate brand to create, use and maintenance of the core, in the analysis of their own conditions and the external environment on the basis of the company's overall action plan formulated. Brand as an economic form to be subject to certain socio-economic conditions. Therefore, the brand strategy in business management in the position of the rapid rise has its profound social and business background, brand strategy development process also reflects the history of the evolution of the market economy. Early commodity economy, low level of productivity, a seller's market features prominent, consumer behavior is simple, there is no need to emphasize the external characteristics of products and services, and thus, dominates the production and operation of enterprise management, product branding lesser extent. Buyer's market development sparked consumer revolution, the convergence of business and product requirements beyond product development capabilities enable consumers tempted heterogeneous characteristics, features the brand's cultural identity can be demonstrated, brand strategy towering burst on the scene. Repeated due to market developments and imbalances, early marketing of the brand is just a basic tool, or even just in the marketing strategy level. Even enterprises to enter the strategic business, the enterprise management is still tightly around the four elements of marketing - product, price, place, promotion, brand strategy and corporate organizational strategy, talent strategy, investment strategy, product strategy, technology strategy, transnational business strategy other parallel homogeneous concept, as many enterprises as a strategic choice. Promote the development of modern productive forces of the market process of information, market initiative further shift from the enterprise to consumers, businesses become market second body, the efficiency of market allocation of resources over plus dependence and depend on their low level of information, The traditional way of enterprise management is facing severe challenges


Brand is by no means a stand alone in the market among the things, it is in many markets outside of things built up on the basis of a belief, that belief once formed, will eventually result in similar potential consumer groups superstitious concepts .

Brand ─ ─ we are referring to the brand is the real brand, which so-called "bad brand" brand fact can not be called ─ ─ meaning embodied in the two most important aspects of the combination of:

Visibility + reputation

Any product or service, if only the lack of visibility of reputation, then, after a short time destined to lose the ability to survive. Unfortunately, our business interests for short-term development, the pursuit of rapid expansion effect, tend to specialize in playing with huge advertising awareness, rather than spend money and effort training reputation. Consequences of doing so is very dangerous, once mature businesses and brands to join the market in the past, only a well-known enterprise competitiveness in the market is vulnerable.

3, corporate brand strategy and business operations

Consumers large cities in China have a strong consumer brand awareness, medium and small cities and rural markets brand awareness has gradually increased. Young people in pursuit of well-known consumer brands to achieve self-worth, has become a fashion, but they grew up in the consumption of foreign brands such as Nestle, McDonald grew up that developed into a fashionable pursuit of foreign brands, which can give the know- people in national brand for the domestic concerns.

In the Chinese market, foreign brands through joint ventures and mergers and acquisitions, or a variety of ways, creating a successful localization brand. In contrast, China addition to opening earlier and more complete competitive industries such as home appliances, cosmetics, food and beverage industries better than brand development, protected by national policies and restrictions of the industry, brand marketing is still a blank, the real strength Brand almost none. Qin pool once the bull, love more, the Giants and other domestic national brands, are also short-lived.

As the Chinese market continues to develop, market segmentation is formed, for different consumer customer base, for target marketing, corporate marketing and brand marketing is the inevitable choice. Enterprises can carry out a good brand marketing, to establish their own strong brand, and the company's business is closely related to long-term strategy, because, depending on the brand strategy business strategy. Most domestic brands do not last long, and the lack of domestic enterprises is closely related to long-term business strategy.

Second, corporate brand strategy in our business operations in the status quo

Currently, commercial enterprises in the implementation of brand strategy on how the situation was it? Generally speaking, the implementation of brand strategy, develop their own brand products, or just realized. First, this awareness comes from the government's guidance, the second is derived from the practice of market competition. Particular market practice, many commercial enterprises in the increasingly fierce competition in the market, so do all the competition tricks left and right sudden and difficult work, but another way to see some of the peers, develop their own brand merchandise has repeatedly won. In Shanghai, there are three guns brand underwear, open open brand clothing, ancient and modern brand bras, silk king, AJ clothing, etc., these business-friendly, as the development of its own brand products, leaving the business in the same fierce competition , Deus Ex, instant, is amazed to become big business. More neighboring Chunlan air conditioning, has embarked on a world journey (although Chunlan brand manufacturers to develop, but make commercial analogy). So realize that many commercial enterprises, business development today, walk the traditional path of death, should take the road of modern management, to implement and promote the brand strategy, develop their own brand goods


However, many commercial companies realize that the brand strategy is one thing, to put into practice time for the same thing. Currently, commercial enterprises brand strategy in practice there are some problems can not be ignored. Mainly:

First, the implementation of brand strategy has fuzzy concept. I heard a lot of commercial enterprises and promote the brand strategy should be implemented immediately turn our gaze to the development of brand-name goods manufacturers. That as long as many of these manufacturers contact, multi-business brand-name merchandise, engage in some monopoly, the special distribution of the class is to introduce and promote the brand war slightly. In fact, this is a big misunderstanding. We do not exclude through industry and commerce to implement and promote the brand strategy, but the commercial implementation of brand strategy development direct meaning is the business own branded merchandise, is close to the market using commercial itself, the unique advantage to dominate the market development of brand merchandise. This is a large and heavy systems engineering, is to make great efforts, not simply engage ism can be successful.

 
Second, the lack of a sense of urgency to implement the brand strategy. That the commercial implementation of brand strategy is important, but now a lot of things to do enterprise. Moreover, the implementation of brand strategy since it is a systematic project, not easy, it to do it slowly. The most important thing is to catch up the sales, other things must be put off. In fact, the sales catch up Admittedly important, but not how to catch up it has taken a variety of retractor expand sales, promotional measures are ineffective do. Its defeated, it would be better to study the mind to brand strategy, from here to find a breakthrough to identify the direction. Commercial enterprises should implement the brand strategy of urgency.

 
Third, I do not know where to start. Or limited by the lack of implementation of brand strategy, theory, or confined to enterprises to implement brand strategy, develop their own brand of goods is not sufficient material conditions, a number of commercial enterprises in the current implementation of brand strategy dazed. The move is one confused do want to see how others, especially their peers to engage in what the brand, then go to follow suit. In fact, this is the most intolerable. Because the implementation of brand strategy, is a new knowledge, the so-called knowledge economy, and not many things can be readily copied. Moreover, innovation is the pursuit of a new word in itself, to recount is, how good the back with the others follow suit. Everything you want to grasp the logic of a purpose, touches from their own reality. Only from reality, in order to develop their own brand of merchandise to a personality that is viable.