中国企业:关于品牌的神话与现实

How are the Best Chinese Companies Branding?

中国企业在全球化竞争中要想完成从单纯制造产品到创造品牌转变,必须完成对品牌的世界观(品牌不是营销工具而是战略资产)和方法论(品牌是无形资产,但也是可以通过特定的方法进行量度和管理的资产)的转变。

Branding is always a part of company's operation. Dealing with customers, suppliers, partners, government and the society is totally involved in the activities to build a brand. So brand is not a matter of 'Yes or No' as well as 'to be or not to be', but a question about how many the value and the asset it has. If Chinese companies can successfully transfer their roles from pure manufacturers to brand creators in global competitions, it must have changed their worldview (brand is a strategic asset rather than a marketing tool) and methodology (brand is not only an intangible asset, but can be measured and managed through specific methods) of branding.