Chinese Brands: The Strategy Guide

Author: Zeng Zhaohui
Publisher:
Publish Date: 2005-08-01
Features: Following the eras of advertising power and marketing power, the Chinese market has now fully entered the era of brand power. From [making products] to [building brands], from [Made in China] to [Created in China]! Having products and markets does not necessarily mean having a strong brand. Products can be quickly imitated or surpassed by competitors, while brands are unique. True sustainable competitive advantages often come from strong brands. It can be said that whoever controls the brand controls the initiative in the future market.
Zeng Zhaohui's Practical Theory:
Necklace Theory: Individual advertising, promotion, public relations, and sponsorship activities for a brand, if not tied together by a unified theme, are at best just pearls. Only by threading all communication efforts with a single thread can a shining necklace be formed. The value of the pearls is incomparable.
Tree Fruit Theory: If a consumer picks a sweet fruit from one branch of a brand tree and eats it, they will believe that other fruits on the tree are also sweet. Therefore, companies should focus on building their brands. Once the brand succeeds, new products can be launched, as long as they are labeled with the brand name, it's fine.
Flowing Water Theory: As the saying goes, "The camp is unshakable, but the soldiers are flowing." Here, "the unshakable camp" refers to the brand, and "the flowing soldiers" refer to the products. Products must constantly flow for the brand to remain vibrant.
Personified Brand Theory: A brand is like a person, and a person is like a brand. Treating a brand as a person is the simplest way to understand it. People have personalities, and brands have character; people have personalities, and brands have individuality; people have thoughts, and brands have depth; people have faces, and brands have appearances; people can get sick, and brands can face crises, requiring regular check-ups.
Button Theory: Conducting diagnosis and research for a brand is like buttoning a shirt—button one incorrectly, and the rest will follow.