Chinese Brand - Management Section

Author: Zeng Zhaohui
Publisher:
Publishing Time: Not Available
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]! In China, the vast majority of enterprises have products but no brands. Chinese enterprises must wield this modern marketing tool—branding—to build their own strong brands, thereby reviving national industry and achieving the great rejuvenation of the Chinese nation.
Zeng Zhaohui's Practical Theory:
Necklace Theory: Individual advertising, promotions, PR, sponsorships, and other brand activities, if not tied together by a unified theme, are at best just pearls. Only by threading all communication efforts with a single thread can we form a shining necklace. The value of the necklace is incomparable to that of individual pearls.
Fruit Tree Theory: If a consumer tastes a sweet fruit from a brand tree, they will believe that other fruits from the same tree are also sweet. Therefore, enterprises must focus on building their brands. Once the brand succeeds, new products can be launched—simply labeled with the brand name is enough.
Flowing Water Theory: We often say, "Iron camps but flowing soldiers." Here, "iron camps" refer to brands, and "flowing soldiers" refer to products. Products must constantly flow for the brand to remain vibrant.
Personification Theory: Brands are people, and people are brands. Treating a brand as a person is the simplest way to understand it. People have personalities, brands have character; people have personalities, brands have individuality; people have thoughts, brands have depth; people have faces, brands have appearances; people get sick, brands face crises, and they also need regular check-ups.
Button Theory: Conducting diagnostics and research for a brand is like buttoning a shirt—button one wrong, and the rest will follow.