Home >

Japanese Brands Are Difficult To Compete With Europe And America.

2012/3/11 15:43:00 4

??? 日本語 Fran?ais English 中文

The competition of the world economy is essentially a contest between enterprises in different countries. The success or failure of enterprises ultimately depends on the competitiveness of their brands.

On the surface, brand is a graphic or character used to distinguish and identify, but it has been carrying the impression, trust and feeling of consumers for many years, behind which is the concept and management level of business operation.

In today's product homogenization, consumer purchase is not simply a rational calculation of the benefits and costs brought about by the product, but rather a feeling of personal experience in the process of consumption.

Assemble

In short, consumers' purchase is not entirely a cold economic consideration, but with feelings and their own value judgments.

More than 30, before the Japanese appliance brand was proud, the auto companies also attacked everywhere, but with Japan falling into "

The lost 20 years

The competitiveness of Japanese brands is also no longer competitive. According to media reports, Panasonic Corp will abandon its famous brand from April 2012 -- SANYO, SONY will also abandon Sony Ericsson brand in the middle of 2012.

Why did the two big Japanese giants shrink the front line at the same time? Originally, the Panasonic Corp released quarterly reports that it expected a net loss of 780 billion yen (US $10 billion 200 million) in fiscal year 2011, a net loss of 427 billion 800 million yen over the 2001 fiscal year, setting the heaviest annual loss of Panasonic Corp since its establishment in 1918.

Sony Corp expects to lose 220 billion yen in fiscal year 2011, which shows that heavy financial pressure is the main reason for the two companies breaking their own arm.

Japanese brand

Once the quality of business, attention to detail and continuous optimization of business style is very popular, to this day has shown weakness, what are the underlying reasons under the surface?

Good brands need to be "smart".

Commodities meet the physical needs of consumers only one aspect. Sometimes the symbolic value they bring may be more worthy of attention.

These symbols tend to focus on brands, making the brand the main carrier of manufacturing and maintaining cultural symbolism. Therefore, accurate positioning of brands can meet certain spiritual needs of customers.

From this point of view, brand management can be divided into three levels: the lowest level is "information", as a sign different from competing products, the middle level is "trust", and the friendly relationship between the target customers is established to win their goodwill and trust; the highest level is "faith", as a carrier of dreams, to stimulate people's deep desire and pursuit, and establish a spiritual bond between the target customers and the target customers.

There is progressive relationship and close dependence between the three. The upper level must be built on the solid foundation of the next level.

As the saying goes, "products are in factories.

Manufacture

Brand is created in the minds of customers.

In today's age, with the acceleration of information flow, the manufacturing process is intelligent and stupid, and it is not difficult to follow up and imitate at the material level.

Coca-Cola's outstanding public relations during World War II allowed it to become a representative of the concept of victory in the United States, allowing people to experience a sense of unity and upward national sentiment.

With the post-war economic revival in the United States, Coca-Cola praised the new American lifestyle with a series of advertisements that "keep cool moments".

Under the pressure of the cold war, the Coca Cola Co has launched the "Italy summit ad". It calls for the way of peace and singing among all the world's youth, calling for breaking through racial and national boundaries, mutual love, understanding and tolerance, making Coca-Cola a synonym for harmony, and a good medicine for easing racial, political and gender conflicts.

We call on people to overcome discrimination and isolation with optimism and indomitable spirit of the United States, and create a brand spirit that is attached to beverage products.

Apple's revolutions in computers, cell phones, music players and other fields are closely related to Jobs's character.

The focus of Jobs's work is to focus on products. He believes that the consumer electronics industry can not just focus on technology, but must pay attention to "emotional resonance with consumers" and "create an unforgettable experience for customers".

The industrial design of Apple products focuses on humanization and aesthetics of the times.

Modern sense of streamlined appearance, smooth and simple design style, gentle and cool to the extreme cold color detection.

With the revolutionary product innovation, the controversial corporate culture and the bold and unique communication strategy, Apple products are hot and even become the artifact of "fans", which has made apple's taste, fashion, unique and humanized brand.

Speaking of spirit and material, the West has the tradition of emphasizing technology and material. Before modern Asia, Buddhism, Hinduism, Islam, Confucianism and Taoism in China were all spiritual and material.

But over the past hundred years, a strong Western civilization has swept the East. Asian countries have been pursuing the lifestyle of Europe and America, persisting in material interests and economic growth, and have abandoned the tradition of paying attention to the spirit.

In brand building, it only focuses on the material level and fails to sublimate to a higher level. For example, Japan, even the leading brands, mostly stop at the "trust" level and never reach the height of "belief".