Brand Awareness
Brand names are often thought of as a creation of the western advertising industry. The earliest “brands” may date back to the early days of China and Egypt. Chinese pottery made thousands of years ago bore symbols or other signs of the pottery maker, and wall paintings from ancient Egypt depict cattle being branded. These are possibly the earliest “brands” in history.How time flies. “Cadillac”, “Toyota” and “Mercedes-Benz” are all currently premium brands owned respectively by the Americans, the Japanese and the Germans, and they all take pride in what they have owned. Chinese national brands pale in comparison with those world-class brands, which is a fact we can not deny and a reality we have to face. With the advent of brands being globalized and international competition being brought to our domestic market, foreign brands are making constant efforts to penetrate into the Chinese market. Under such circumstances, a question we have to answer is: How can Chinese brands give foreign brands a run for their money?
Many of our enterprises are obsessed with the idea of nudging into the international market and metropolitan areas. They are swollen-headedly stealing the limelight. We have to realize that China has become the world’s largest market yet to be fully developed. China has a population of 1.3 billion, accounting for 20% of the world’s population and the growth of its consumer expenditure is faster than anywhere else in the world. It is in our domestic market, particularly in our rural market of 900 million farmers that the odds are in favor of the development of our national brands. This may account for some of the well-established international brands racking their brains over China’s rural market.
Quality is the lifeblood of a brand, and customers always prefer goods of fine quality. With product quality being wildly inconsistent, Chinese enterprises can hardly build brands in which people have faith, thus creating obstacles to the establishment of China’s international brands. It is currently urgent for some of our national brands, those who have made up their minds to compete against foreign brands, to improve the quality of their products. Enterprises have to realize that 1% defection of a product equals 100% loss for the customer. The domination of China’s national brands in the world can never be achieved until goods made in China are better in quality than those made abroad.
品牌意识
品牌常被认为是西方广告业发展的产物，然而，最早的“品牌”可追溯到中国和埃及的早期文明。数千年前中国制造的陶器上面就有陶器艺人留下的符号或印记，古埃及的壁画上也有身上印有标记的牲畜，这些可能就是历史上最初的“品牌”。
时过境迁，如今美国人有“卡迪拉克”，日本人有“丰田”，德国人有“奔驰”，他们都以自己拥有的优质名牌而骄傲。中国的民族品牌与世界级品牌相比相形失色，这就是我们不可否认、必须面对的现实。随着品牌全球化的到来，国际竞争国内化，洋品牌不断向中国的市场发起攻击。在这种情况下，我们必须回答的一个问题便是：中国品牌如何才能迎战洋品牌呢？
我国的许多企业一心只想抢滩国际市场，只顾迈向大都市，看似风光无限，其实很不明智。我们应该看到，中国已成为全球最大的开发市场，中国有13亿人口，占世界人口的20%，消费支出的增长速度比任何一个发达国家都快。我国的本土市场才是民族品牌发展的真正机会，尤其是拥有9亿人口的农村市场。也正因为如此，许多国外强势品牌都在千方百计围绕中国农村市场大做文章。
品质是品牌的生命，消费者总是以良好质量的产品为选择对象。中国企业的产品质量忽上忽下，国人难以建立信心，严重影响了品牌的塑造。因此，对于立志迎战洋品牌的民族品牌来说，当务之急就是提升自己的产品品质。企业必须清楚地认识到，产品1％的缺陷，对于买到产品的消费者来说，就是100％的损失。只有创造出超越洋品牌的产品品质，民族品牌才能在竞争中立于不败之地。
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