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 Posted: Sat 5:31, 22 Jan 2011 Post subject: moncler günstig Foreign aggression and domestic b |
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Local brands are not in the management of foreign aggression
Of a joint venture with the Johnson family to buy back No matter what kind of local brands in the state, you can try the following measures to increase and improve: First, to assess brand value and brand equity. If you determine that local brands should be the strategic importance that China should use its shares to give voice to require adjustment of the joint venture brand strategy; if no positive response, through repurchase and re-registration and other legal proceedings to protect the brand's ownership, the Chinese enterprises to re-own the brand. Once the decision to reshape the domestic brands, we must first clearly define the brand, including: brand concept,[link widoczny dla zalogowanych], brand mission and brand values, brand architecture of such a relationship, which is the core of brand building; Second, you must clear both the visual and linguistic expression of the brand ; again, in the internal coordination made on the basis of the brand to carry out effective activities consistent with the external brand. These are just the basic procedures for building a successful brand for the domestic brands,[link widoczny dla zalogowanych], the more difficult is to enable Chinese enterprises to the survival of early risk of local brand awareness, early determination to reshape the local brands. Not long ago, Neusoft Group and Philips digital medical equipment in co-operation, both sides share the technology and production platform, and two brands remain separate, this is the development of domestic brands provide a reference. (From The last century, the British won in overseas, many UK companies are in the product name before the Now the British greatly reduced strength, many companies have quietly removed the word British to increase the global image. But later found that some customers that the Do not blindly follow the trend changed its name. Some multinational companies that use different brands of the region likely to cause confusion, but also a waste of marketing costs, it will be a regional product integration in a global brand. However, we should note that all regions of brand loyalty, sales greatly reduced or not, is nothing. Need not be renamed because of the merger. After the merger,[link widoczny dla zalogowanych], the companies are often at the same time changed its name,[link widoczny dla zalogowanych], with name only, and this is not necessarily a good way, because the joint brand name is usually too long, Rao mouth. Feasible method is to retain more well known, positive brand. Do not over-reliance on celebrity renamed. Some companies look for celebrity endorsements for their products, and the names of celebrities to take the new name for the product, if the parties later decorum, the brand will be difficult to sustain life. Becoming a progressive strategy. For example: Disney to promote its Paris theme park, at the beginning named EuroDisney, later changed to EuroDisneyland,[link widoczny dla zalogowanych], then changed to EuroDisneylandParis, the stage was renamed so that consumers are familiar with its new products. Combination of style brand. Brand strategy for head office, while helping to promote their products subsidiary. For example: credit card company NationalBankAmericard, the original 22 brands, and later integrated into all Visa, Visa is now the world's largest payment network. Tips for a direct and transparent strategy. Want to change the brand name of the company, can make use of intensive publicity, store displays, product packaging, etc., to tell consumers to change the brand. Let the old brand suddenly disappeared. When a company wants to completely sever the relationship with the old brand, you can quickly make the old brand to disappear, but must think of a good question how to deal with the outside world, so that a smooth take over the new name. Changed its name to the acquiree as a theme. Ruobei acquisition of the company's image is good, high-profile, fit to be renamed the theme. France Telecom acquired the wireless phone industry in the UK Orange, Orange brand will not only continue to exist, but also allow France Telecom's Orange mobile phone business have a name. Back to the old brand. Some companies change the brand, that brand new brand but not as good as the old favorable consideration of gains and losses, decided to re-use the old brand. Name change in thinking, do not forget to rename the expertise to assess the impact of patent issues such as whether the new brand, good or bad pronunciation, there is no ominous implications and other issues, so that it can reduce the risk of name change. (From Harvard Management Communication miscellaneous 2004.8 57
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