On How To Build Up The Pre-eminent Brand In Chinese Enterprise

The brand and the brand management have entered China for more than 10 years. To theChinese enterprise, although it has obtained the substantial progress in the brand, there still existmany shortages. To sum up the present conditions of the Chinese enterprise's brand construction,we might say that China is a country with "big" brand, meanwhile, a country with weak ones. Tosay China is a country with "big" brand, it lies in that it has many kinds of domestic brands togetherwith a lot of well-known ones. To say China is a country with weak brand, it means that the Chineseenterprise lacks the pre-eminent brand. To say the Chinese enterprise lacks the pre-eminent brand, there are various reasons, not anyobjective ones, such as, the short history of the Chinese enterprise's brand management, but also thereasons from inside and outside of the business. If we go deep into investigate the reason that theChinese enterprise lacks the pre-eminent brand, we will find out that the traditional smallagriculture thought is the fundamental and basic source. Nowadays, it is an age of the brand competition. The competition between enterprises is thecompetition of brands. Furthermore, the competition between brands is the competition of thepre-eminent brands substantially. To build up the pre-eminent brand, the Chinese enterprise needsnot only the good exterior environment, but also its own effort. To build up the pre-eminent brand,at first, the right understanding of the establishment of the pre-eminent brand is absolutelynecessary. To build up the pre-eminent brand, the proper brand positioning is a foundation, thebrand maintenance is a guarantee, and the brand extension needs much circumspection: Through many years' development and fulfillment, the theory of positioning has becomeincreasingly mature and perfect, and changed gradually into an important branch theory of themarketing theories. Positioning means that the enterprise makes the product have a proper positionin the brain of the future latent customer, namely, tying the image of the product to the heart of thefuture latent customer. The true meaning of the positioning is to capture the heart of the customerTo hold tightly the heart of the consumer, we must understand their modes of thinking, which is thepremise of positioning. In order to occupy the beneficial position in the consumer' s heart, the brandpositioning is to set up on the market a clear image, which is different from the other rival brandsand can meet the demands of the consumer. The right brand positioning is the foundation that the Chinese enterprise builds up thepre-eminent brand. If the enterprise wants to have the right brand positioning, the following aspectsare very important and absolutely necessary. At first, the scientific strategies and steps of brandpositioning should be followed. Secondly, the core value of the brand should be refined andestablished. The core value of the brand is the essence of the brand and it is just the dissimilarity ofthe core value that distinguishes one brand from another. Finally, the dissemination of the brandpositioning is also necessary and it still needs to be carried on. As one of the most importantdisseminating channels of positioning, the advertisement should disseminate efficiently the corevalue of the brand and maintain the consistency of this kind of core value. By means of the proper brand positioning, the enterprise probably can build up thepre-eminent brand. However, the extensive application of the brand extension and its influence tothe establishment of the pre-eminent brand may be positive or negative. Therefore, to carry on thestudy of how to build up the pre-eminent brand in the Chinese enterprise, the brand extensioncannot be neglected. Whether a brand can extend into a new product successfully or not, it mainly depends on theextensibility of the brand. There exist a lot of factors which may affect the brand extension. Hence,to avoid sinking into the trap of the brand extension, the enterprise must take these factors intoconsideration befor...