How To Create Brand Values

The popularity of fake foreign brands shows that Chinese people are right. China Products are not confident, and do not trust Chinese brands that lack national culture and the spirit of the times.

Furniture pseudo foreign brand "Da Vinci" was condemned by false propaganda and poor quality to cheat consumers. It once again attracted the community's reflection on the phenomenon of counterfeit foreign brands. In fact, the "Da Vinci" phenomenon needs to be most regrettable. It should be China's clothing industry.

In the transformation from "made in China" to "Chinese marketing", some clothing enterprises, in order to embody the added value of their own brands, give their own products an international name. They pretend to be from the leading brands of the international fashion. They pretend to be goods from the most developed countries in the world. The reason for this is to use the foreign name to show the fashionable elements of the international background of the brand. It is only to flaunt the historical accumulation of noble blood of the brand, but to prove the excellent quality and high price of the brand. It is only for the ordinary people to pack their pockets to consume the distinctive service culture of the brand.

I don't think it's necessary for us to scorn the consumption of counterfeit goods. brand The lack of people's culture and blind faith do not need to condemn the distorted and humble values of commercial profit seeking culture. There is no need to worry about the social trust crisis caused by the decay and decline of superstructure. To break the "Da Vinci code", it is an important way to seriously solve the problem of creating brand core values.

I agree with the saying that "Chinese goods are keen on foreign names, but from the weak mentality of the public". What I agree with is that the lack of soft power of some Chinese clothing brands caused by weak innovation ability, vague fashion values and lack of social responsibility is the key to win the trust and respect of domestic consumers.

The Han school that first appeared in the domestic market and once led the Chinese women's clothing industry. clothing At one time, Wuhan's high-end shopping malls were swept away because of the serious phenomenon of copycat copying. Some enterprises believe that shopping malls worship foreigners, and they change their businesses through the "commercial cosmetic". They return to the shopping mall in the form of overseas brand names registered in France, the United States, Italy, Taiwan and Hongkong. Although these enterprises have a facade of appearance, they still lack brand personality service in the aspects of brand fashion image, product design innovation, display collocation display and marketing management concept, and lack the core values of the brand competition market. These brands without spirit and soul have flickered consumers for a while with pseudo foreign symbols, but they are finally retreated in the final stage of business operations.

It is no secret that many international famous brands are made in China. But why can't domestic brands prevent consumers from spending several times or even tens of times the price of domestic products to buy foreign made goods made in China? Brand competitiveness from an international perspective of innovative R & D capability, fresh brand charm marketing capabilities, and touching the human body attached to micro service capabilities, and an international brand value added to China made with low processing cost and high quality. international Famous brands can leave consumption and pollution to China, and the essence of brand glory and huge profits in the bag.

Although China is the second largest economy in the world, Chinese brands are not on the list in the top 100 list of global corporate brand value published by us business weekly and Interbrand in 2010. Although China is the largest garment manufacturer in the world, how many Chinese clothing brands can truly show the national brand and how many Chinese clothing brands can be recognized by the Chinese people?

The popularity of counterfeit foreign brands, in addition to showing people's inconfidence in Chinese products, distrust of Chinese brands lacking in national culture and the spirit of the times, and yearning for international brand names, fashion personality and service culture, reveals China's economic and cultural development more deeply, and has faced deep-seated problems such as rapidly innovating Chinese brand fashion value and rapidly creating the core competitiveness of Chinese brands.

To create brand values, starting from the establishment of a brand driven industry chain, and by focusing on the resource advantages of excellent brands, we will gather the upstream and downstream supporting collaborative resource systems such as production, logistics, R & D, culture, marketing and public relations, closely integrate the upstream and downstream cooperative relations, and create brand quality values and quick response values in the scientific division of labor alliance, so as to rapidly improve the manufacturing efficiency and market response speed of Chinese garment brands.

Building brand values, starting with increasing technological innovation, and constantly upgrading. brand In the process of changing the brand's production mode, logistics mode, business mode and brand consumption mode, the cultural design innovation force has set up a technological innovation system, such as brand management decision making, resource allocation, research and development, production and marketing, and so on, and has established the system and mechanism for promoting the technological innovation's organizational system, relational network and effective operation of the innovation system.

To create a brand value system, from the perspective of precise positioning of brand culture and character, by changing the essence and humanistic spirit of the brand and changing the pursuit of profit maximization, we should stride forward to the four brand value system of sound quality level, innovation rhythm, quick response and social responsibility, and gradually form the core value that embodies the brand culture tradition, cultural creation and cultural strength, and has the cultural identity, cultural cohesion and brand social responsibility for the target consumer group.

The creation of Chinese brand's fashion values is not only an obligation of an enterprise, a region, an industry, but also a responsibility of a nation, a society and a country.

What policies does the government use to support and encourage the creation and development of independent brands, and promote its brand image with the originality and creativity of science and technology?

What posture does the media use to create the market atmosphere of its own brand growth, leading it to establish national self-confidence, build cultural heritage and enhance the credibility of the brand?

What ideas does the brand planning packaging organization use to create the fashion meaning of its own brand, help Chinese enterprises to tap the essence of traditional national culture, stimulate their need to use historical power to meet the material life quality of society, and constantly enhance their aesthetic cultural needs?

What kind of aesthetic innovation enthusiasm do consumers take to protect the growth of their own brands, and promote the confidence of the national brand in the continuous upgrading of commodity quality and brand culture?

What kind of fashion personality culture does China's own brand serve the society? While building up cultural confidence, it also promotes innovation in science and technology with the innovation of aesthetic culture.

Only when the whole society respects and inherits the essence of the excellent culture of the Chinese nation, can we make great progress in the world and become a powerful country with fashionable brands to lead the world trend on the basis of brave innovation.