Top Ten Diseases of Chinese Brands

Author: Feng Guoying
Publisher:
Publish Date: 2007-02-01
Features: China is a cultural powerhouse, with the customs and cultures of different regions possessing charming characteristics. Fully utilizing local or cultural resources as packaging for products can quickly enhance their market position. Why is brand building in China so difficult, always plagued by the top ten root causes of Chinese brands? The reason is simple: the water in the bucket that the enterprise pours in is constantly leaking, and the core assets of the brand are not improved at all due to the company's investment. We cannot create a strong brand with distinct personality, high visibility, high recognition, high reputation, rich associations, high loyalty, and high faith. Behind all this is the fact that most Chinese enterprises are still unfamiliar with brand asset management, making scientific brand asset strategic management impossible to discuss. Without brand asset management and core assets, brands can only be a disorganized mess. It is precisely this widespread neglect and misunderstanding of the core elements of brand assets that has led to the above ten major symptoms, which are highly damaging to enterprises, becoming "common ailments" in the process of Chinese enterprise brand asset building.