Home >

Three Forces, Three Brands

2008/5/29 16:29:00 11

??? 日本語 Fran?ais English 中文

In recent years, China's regional brands have grown rapidly, such as the Pearl River Delta, the Yangtze River Delta and many other cities and regions known as "the capital of a certain city" and "the city of so and so".

In the process of building enterprise brand, how to enhance the status of city brand and regional brand?

How can the three brands of enterprises, city brands and regional brands integrate and develop?

Some experts give the following answer.

Corporate brand is the power of point.

The aggregation of numerous corporate brands can form the strength of city brand and further promote the development of regional brand.

For example, Shandong Qingdao is driven by brand development.

Tsingtao Brewery, which is sold in many hotels and restaurants, has played a great role in promoting the brand of Qingdao.

In addition, Haier, Hisense, AUCMA and other famous corporate brands are just like bright stars, holding up the brand name of Qingdao.

Qingdao's corporate brand and Qingdao brand are highly consistent.

Jinjiang, Fujian is also a special case.

Now, when it comes to Jinjiang, many people think of seven wolves and Anta shoes.

Because of the brand of enterprises, the brand of Jinjiang also resounding.

How did Jinjiang achieve its brand name?

"First of all, OEM production of sports shoes and casual shoes by private enterprises scattered around Jinjiang, and then rely on the upgrading of these enterprises' product quality and high-end products, and now rely on the independent innovation and R & D of these enterprises."

A Jinjiang boss said so.

At present, the county level city of Jinjiang has 45 Chinese famous brand products and well-known trademarks in China.

In the same way, there are no good places of interest in Jinjiang, but many people are willing to go to Jinjiang.

"Because there are many famous brand shoes that can be purchased there for good tourism consumption."

One consumer said so.

City brand is the strength of harmony.

City brand is a strength of harmony.

How to connect and drive the brand and even the development of regional economy with city brand?

Zhejiang Yiwu brand gives the answer.

Shen Qing, Beijing Economic Management Research Institute and famous city brand planning expert, said that the brand of Yiwu in Zhejiang is Yiwu's small commodity market.

The biggest feature of this place is that the brand has been built by the government for more than ten years. The ownership of the brand is not in the hands of the boss of the enterprise, but in the hands of the Yiwu municipal government.

Many Americans may not know where Zhejiang is, but they know that China has a place in Yiwu to produce what they need, because the Christmas tree made in Yiwu has entered most families in the United States.

As long as companies are rooted in Yiwu, they can sell their products to more than 150 countries and regions around the world.

At present, such a city brand of Yiwu's small commodity market has stimulated the development of about 400000 small industries, promoted the harmonious development of urban brand and enterprise brand, and even the development of surrounding areas.

With many examples, many mayors of government still ask: how to build city brands to boost business and regional economy?

"Some city leaders say that their city positioning is exquisite. If they just put out such a concept just for their hobbies, then put everything in the basket. When they are marketing and promoting abroad, many people will question the positioning of the city brand.

If so, even millions of dollars in advertising costs may not work well.

Shen Qing said: "therefore, the building of urban brand is a systematic project. We must make good brand planning and market investigation in the early stage. The most important thing is to analyze the advantages and resources of this city and regional economy, and then make good planning for urban brand management."

Shen Qing, for example, explains why Japanese businessmen like to invest in factories in Suzhou because Suzhou's garden culture is similar to Japanese culture.

Therefore, packaging and promoting the brand of Suzhou garden can attract more foreign investors.

Regional brand is the facet strength.

If the regional brand is built, all enterprises or city circles in the region will benefit.

The strength of regional brand will play an important role in enhancing the brand and brand of a city.

"To truly look at the strength of regional brands, we need to first clear the relationship between regional brands and city brands."

Ai Feng, deputy director of the China Famous Brand Strategy Promotion Committee, said that in a sense, regional brand is carrier brand, it may be a region, or a city, or a large or small area than the city.

Such as the Yangtze River Delta, the Pearl River Delta, Bohai economic circle and so on is a regional brand, and Bohai economic circle has Tianjin brand and Beijing brand. Beijing city brand has regional brands like Wangfujing and Zhongguancun.

When a regional brand or carrier brand is at work, the brand name of the enterprise will also reflect its brilliance because of the brilliance of this aspect.

Italy leather shoes, French perfume and Swiss watches are all the same. The country has played the role of regional brand. She can take all the brand of the company up and be easy to remember.

How to create "face" brand, Ai Feng thinks, should unite, including joint single enterprise brand, city brand, government, intermediary organization, enterprise to do together.

"Joint play and fight separately, the strength and the effect are different. We unite to start the regional brand, and each individual will benefit."

Ai Feng said.

There is also a study of where to build a regional brand in one place and one period.

When Jinjiang's brand and city brand match each other, the concept of regional brand built by the government to help build sports shoes capital is ready to come out.

In 2004, Jinjiang won 18 million yuan and won the Chinese famous brand and Chinese well-known trademark enterprise. In 2005, Jinjiang's tax revenue increased by 1 billion yuan. Now Jinjiang's revenue has exceeded about 6000000000 yuan.

In fact, from a worldwide perspective, most of the regional brands have developed into international brands, such as the United States Auto City Detroit, the capital of Silicon Valley, San Jose and so on.

However, most regions in China are not mature enough to develop regional brands, and the measures are not yet sound.

Yang Shiqiang, Deputy Secretary General of China Youth Industrial Development Promotion Association, said frankly, China's economic development has entered the era of brand segmentation and industrial segmentation. This requires more attention to two aspects of management and innovation, because the brand is not only supported by hardware, but after all, the supporting construction of follow-up management, new product development and perfect service functions is also very important.