Submitted by: Submitted by alston9938
Views: 408
Words: 271
Pages: 2
Category: Business and Industry
Date Submitted: 03/07/2012 07:15 AM
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