The
branding is a marketing term to indicate the brand-building with the aim of
making known and sell its products.
How to do a good branding strategy in China
One of the
big weaknesses of the Chinese companies is the branding. Chinese have
difficulty in developing their brands and see in it a limited interest. We can
however underline that the Chinese government actively promotes national brands.
The purpose is to support the domestic consumption. The great majority of the brands
have not made progress yet because they are in break with the image of a brand
national, considered as a lower quality.
However the
certain Chinese brands set up a national recognition.
It remains
an important challenge for many foreign companies, which have for the greater
part, many to develop badly brands appreciated by the Chinese consumers. But
the biggest challenge remains the development of the brand image for the
Chinese societies on their own market. Their big problem is the investment on
the long term for the creation of good will, notion still little known in
China.
It's a
pity, because the Chinese consumers are very sensitive to the value mark; real
capital confidence and means of social recognition.
Chinese try to imitate European Branding in China
The majority
of the Chinese companies turn to the European or American typical branding to
make their products known. This fashion consists in letting know the origin of
the brand which, in China, translates the quality. Carrying products the label
Made in Hunted for antiques trainmen still the reputation of a bad quality,
even by the local consumers. So, the advertising executives recommend to their
customers to show and to associate western faces with the launched products.
These enjoy then a better image and increase their fame with consumer.
Furthermore, this quality security allows to establish a high-end positioning
in mind of the Chinese.
This
Europeanized and Americanized touch is enough to give a luxury image to the
company. In brief, the Chinese product is communicated to the Westerner and
this tendency confirms more and more.
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