Baleno: Branded By Andy Lau

"Crazy Stone" is a real fire. As the investor of the film, Andy Lau also endorsed Baleno for himself, making an embedded advertisement in the movie.

In the movie, not only did the brand logo of Baleno appear many times, but one of the clowns said, "I am a brand name, Baleno!"

It is widely circulated.

Andy Lau originally wanted to be a friendly person for his endorsement of Baleno, but Baleno's management couldn't be happy with this ad.

Because of this line, the mainland white collar can't wait to cut the robe with Baleno.

Yesterday, Baleno, a fashionable brand, is likely to become a tasteless stall product only today.

Andy Lau, Baleno, is also Andy Lau.

In fact, in the crazy stone, the brand mentioned is nothing more than a Baleno?

NOKIA mobile phone messages sent by the hotel attendants to the Coca-Cola used by the cheater.

As a matter of fact, there are some ironic factors in the plot of these films, but they have no negative influence on the brand image of Coca-Cola and NOKIA. Why is Baleno alone experiencing a brand crisis?

Why do foreign brands have nine lives, but local brands can't afford to toss?

Is Baleno a small brand?

Faye Wong, Andy Lau, F4 and other big stars were once the brand spokesmen of Baleno. Almost all the commercial pedestrian streets in large and medium-sized cities in China have Baleno stores. It also has a loud foreign name, which is also a "brand".

But there is a big difference between "brand" and "brand". Compared with the international brands such as Levi, s, LEE and JACKJONES, Baleno is just a synonym for cheap and good quality in most people's minds. Most people wear Baleno to Levi "s".

Rather than the negative effects of the crazy stone, the crisis is more likely to be Baleno's own brand risks in its strategic planning and regulatory management.

Most local brands are short of growth, and lack of awareness about brand image building and influence.

This is why the domestic brands often can not ride out the crisis.

Domestic enterprises generally lack long-term planning for brands, and lack the construction of brand connotation.

Baleno has been one of the earliest brand conscious enterprises in the domestic garment industry, but it has not continued to deepen its brand building for many years. Although its brand spokesmen are all heavyweight, they lack a distinctive brand image for a long time, and rarely resonate with the target audience.

When we saw the Baleno store on the street, there was no reason to buy it. When we thought of Baleno brand, there was no distinctive word that jumped into our mind.

This makes consumers less loyal to their brands, and a slight storm will turn them around.

In the long term planning of brand building, establishing a perfect crisis public relations system is a very important link, because in the process of enterprise operation, market opportunities and market crises coexist.

If excellent brand management can enhance brand value, the prompt and effective handling of crisis public relations is undoubtedly a special pardon for the brand when the crisis is raging.

Conversely, if there is no effective crisis management mechanism, we will be at a loss to face the sudden crisis and accelerate the spread of the crisis and damage to the brand.

It is precisely because of ignoring brand building and lack of crisis public relations capabilities, Baleno in the face of brand crisis, like a lonely boat in the wind and rain is fragile and helpless.

Compare Baleno, the fast-food giant McDonald's and KFC in recent years have repeatedly exposed Sudan and oil filter scandals. Recently, the problem of illegal employment has once again become the focus of the media, but even if they admit that they do exist, they do not have much influence on their appearance.

Of course, there are elements of domestic consumers' love for foreigners. But what can not be ignored is that foreign enterprises have long focused on brand image building and crisis public relations, so that they can survive the crisis.

International big enterprises have a perfect brand management mechanism. When encountering brand crisis, they can deal with it quickly and effectively, and control the impact of the crisis to a certain extent, so that the damage of brand image in the crisis will be reduced to a minimum.

Those who do not seek the whole are not enough to seek a domain.

In the era of economic globalization, the most valuable asset of Chinese enterprises is not factory buildings and equipment, but powerful brands.

From brand awareness to brand loyalty, operators need long-term efforts. China's local brands still have a long way to go.

I believe that by then, Baleno would no longer have to worry about being laughed at by thieves.