Chinese Brand - 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 advantage often comes 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, PR, sponsorship, and other 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 same 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.
Water Flow Theory: We often say, "Iron camps and flowing soldiers." Here, "iron camps" refer to brands, and "flowing soldiers" refer to products. Only when products constantly flow can a brand remain vibrant.
Personification Theory of Brands: Brands are like people, and people are like brands. 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 get sick, and brands face crises, requiring regular check-ups.
Button Theory: Conducting diagnosis and research for a brand is like buttoning a shirt. If one button is buttoned incorrectly, the rest will likely follow suit.