China

Content Summery

I. Intro

China is the world’s factory, but its top firms remain oddly anonymous.

Lack of Chinese famous international brands

II. The mistakes of Chinese manufacturers

1. Have no idea what is a brand

The government officers, the manufacturers and the trainers of management all have no idea about the concept of brand

Companies Have a wrong pursue of highly educated

What is a successful brand?

An expression of personality and attitude,

make the consumer have a self-identity, define oneself, and protect their value

Coca Cola and McDonald’s Happy feeling, youth culture

Google and Apple.inc User-friendly and easy to operate; trendy and fashionable image of the user

Provide value to make people feel proud of using the products, committed to the culture and user experience of the product

Not emphasis on function

2. companies and managements are short sighted

Chinese brand are known for Cheap low quality

Cannot focus too much on short-term profit,

3. the management is not professional and rational

Lack of creativity, like to imitate others

The profit of owner and management may conflict

Because of the family business origin or relationship focus of business, companies recruit not the best people but people with stronger relationship bond with the owner or management.

Lack crisis management skills and leadership

4. lack of artistic feeling

5. consultant do not really know brand building

III. A brand is a person

品！

比喻

Outside of a brand/a person: outfit-package, appearance-beauty, behavior-- promotion

Innerside of a brand/a person: knowledge—quality manner—reputation reaction—teamwork history—trust

As a student

Bullshit…………

喵