The "JEANSWEST Building" That Falls On Brand Matching.

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Brand matching

In May 23, 2011, the fourth teaching building of Tsinghua University was named "JEANSWEST building", which soon aroused great concern from the media and netizens.

A few days later, the nameplate on the wall of JEANSWEST building on the fourth teaching building of Tsinghua University was contaminated. After school security was found, the school leader was reported and the nameplate was removed.

In response to the causes and consequences of JEANSWEST and "sponsoring Tsinghua incident", Jiang, who is responsible for the publicity of JEANSWEST group, responded to the "China business newspaper" reporter that the company did not accept media interviews in the near future and refused to respond to the matter.

Tsinghua University did not respond to questions from reporters.

JEANSWEST's naming Tsinghua teaching building has pushed both sides onto the cusp of public opinion.

Professor Wei Wei, vice president of Peking University HSBC business school, believes that JEANSWEST's naming can cause such a big sensation, mainly because students' attitudes have not kept up. At home and abroad, enterprises, institutions or individuals sponsoring schools are normal.

Fu Guoqun, director of marketing department of Peking University Guanghua School of management, said: "such a paction is too direct, without considering the feelings of teachers and students."

There are two kinds of motives for general enterprises to do public good: one is that enterprises do not ask for additional returns, and enterprises think they have the ability to do public welfare. This is a manifestation of obligation and social responsibility. The other is that when enterprises are doing public welfare, they have a very strong commercial purpose and pay attention to rewards.

No matter what motivation, enterprises need to consider what purpose they want to make when making decisions, and which projects are more consistent with the brand image of an enterprise.

There should be some plans for possible disputes over cooperation.

"It is a long and short term trade-offs that enterprises seek to repay, but this is actually a trade-off between long and short term interests, for example, Li Jiacheng's gains for education public welfare are far greater than investment."

Fu Guoqun said.

Li Zhiqi, a famous marketing expert, believes that this is related to the immature sense of social responsibility of Chinese enterprises.

For example, when the World Expo pavilion was donated by enterprises in Shanghai, the exhibits displayed mostly the national spirit of the United States. There were not many things to show the enterprise, which was totally different from that of many domestic enterprises.

He Xuelin, a famous mastermind, explained from the perspective of brand science that the reason why the real bad comment was caused by the problem of brand matching was that the students did not approve of it.

As a symbol, what is the association of the brand as a symbol? If the brand does not form a certain accumulation, the association formed by the brand and the brand representatives will be inconsistent, and the gap will appear.

JEANSWEST is a clothing brand. If sponsoring the gymnasium and sponsoring arts universities may be more appropriate, the Tsinghua University, which has the characteristics of assistant engineering, is somewhat nondescript.

Li Zhiqi said that JEANSWEST should have the same origin in brand attributes. How much public service has been done before this enterprise? Is the brand itself appealing? Whether the public has a good impression on it will affect people's brand impression.

In addition to matching degree, a better entry point should be how to combine business behavior with public interest.

The behavior characterized by public welfare must be the result of win-win results.

In this case, schools and enterprises have gained benefits, and the benefits of students are not obvious. They can not get much benefits. On the contrary, familiar names have been changed somewhat.

This requires the company to consider the feelings of stakeholders.

Commercial development boundary

As a public resource, a university should be a quiet place. Should it not be a commercial operation?

In response to the incident, the spokesman of the Ministry of education, Xu Mei, said that according to the donation law, the donor could enjoy the right to naming some projects or projects donated by him.

At the same time, it is suggested that schools should adopt the hearing mechanism to solicit the opinions of teachers and students. Only in this way can we find a way to express gratitude to the donors or to express their sense of remembrance, and at the same time to reflect the characteristics of the school and the wishes of the people.

Fu Guoqun believes that public buildings should not be overexploited in the light of the coincidence with the brand image of universities.

In the view of Chen Shaofeng, a famous professor of philosophy and a famous ethicists at Peking University, it is prudent for university cultural institutions to operate commercially.

He said, as a public institution, the university is a financial allocation operation, not the same as the enterprise.

He said that the lack of education funds is the reason why many institutions operate commercially, but too much development is problematic.

For example, a university run enterprise should be banned. Because the enterprise is bigger, the school can hardly control it, and its feedback to the university is not much.

For some projects that really need social support, we should also master one degree and not allow some people to "exploit loopholes".

For example, where does the cost of these venues go to when the children's palace is rented to training institutions? Chen Shaofeng thinks that these are state-owned resources, and the state-owned enterprises are managed by the SASAC. Now, are there any problems of the loss of resources in some cultural institutions? The business practices such as the grant of the brands and the use of the venues should be strictly restricted and standardized.

Redesign mode

A lot of people agree with the commercial operation of similar enterprises in the public resources of universities.

But the ways and means need to be improved.

Fu Guoqun believes that the public resources need to have a pparent procedure and effective supervision system when deciding whether or not to engage in commercial development.

Wang Pu, founder of Peking University longitudinal management consulting company, believes that public resources should be defined and what schools can make decisions on their own. What are the needs of higher level units to make decisions?

For example, some schools are related to schools, but they will not affect people's feelings in the whole country. School administrators or principals can make decisions, but they should consult all teachers and students before deciding.

Wang Pu suggested that Tsinghua should start a feasibility study of commercial projects from now on to determine what is feasible and what is not feasible.

The project should cover all the colleges, teaching buildings and laboratories, including the adoption of lawns and trees.

For the donation with commercial nature, we should draw up a "basket plan", increase pparency, source of funds, ways and means, and the scope of use.

Li Zhiqi believes that universities and the Imperial Palace are non-profit organizations, not to gain profits for the purpose, but to maximize social benefits for the purpose.

Then, in the process of commercialization, we need to consider the following questions: what kind of status should we do? How can we win a win-win situation? Is the profit part eventually returned to the organization?

Managers of public resources are trustee management, not the owners of these resources.

This requires supervision of the managers themselves.

These managers are actually the role of "professional managers".

In the whole process of commercialization, the three elements of decision-making, supervision and execution should not be separated.

For example, the decision of the higher authorities, the supervision of the three party organizations such as accounting firms, and the execution of the execution by the managers.