Brand Value Should Be Effectively Differentiated From Corporate Culture.

Even for industrial manufacturing companies, in planning their core brand strategy, it is still necessary to distinguish between brand value and corporate culture.

Every company produces unique ideas for the sake of management.

For example, the manufacturing department needs to establish the correct quality concept of the production staff, the customer service department needs the right service concept, and the financial department has its own unique financial concept.

Therefore, enterprises are filled with all kinds of ideas and viewpoints. We abstract and extract the most important part into value, that is, an important point of view. Internal management is called the main business value, and external communication is called brand value.

The result of replacing enterprise brand values with brand values is similar to CIS strategy.

Therefore, the more the fast moving consumer goods are, the greater the degree of deviation between the enterprise value and brand value.

This is why CIS first became quickly abandoned in the consumer goods industry.

Our critique of CIS does not negate the historical role of CIS. It is a kind of structure that advocates the first expression from thought to form. In itself, in 70s, it was revolutionary.

CIS also provides the foundation and platform for brand strategy theory.

But it must lag behind. The richness of the brand strategy theory has greatly improved the connotation and denotation of value planning, and its natural effect is obvious.

Recently, Vanke's new brand strategy has been released. I personally think it has gone backwards. The concept seems to be deep. It has not seen the proper landing. The logo is very heavy in the whole vision. Actually, in the promotion of visual language, it is a setback.

In this regard, Jindi brand three or four years ago is worth learning from Vanke.