The Comparison Of Chinese And Foreign Brands

"Brand" is one of most fashionable words at the economic society. Researches of brand have not been for a long time, so it has a lack of the literature of brand comparative study. The subsistent comparative research of brand did almost study from the difference of culture or the diverse of brand developing in different market. These researchers paid attention to the factor of culture and customers, but neglected the common feature from strong brands, which developed under the different market environment. This study adopts method of comparative brand from the case of HAIER and SONY, because of their representative status in home electric appliances market. Integrating Bier-model's factor of rigid attribute and the business latitude of Jiang Minghua and Cao Hongxing, it brings forward the comparative standard to study.Comparing from the developing of SONY and HAIER, this study will try to find out the common character of strong brand. It hopes that the results can supply useful experience for mainland brand of China.The result shows some common character, that is: (1) a simple brand name, which can use in every country in the world; (2) the absolute leader of the market;(3) the unique brand position on foundation of excellent quality and innovative ideas;(4) the highly discriminating brand image; (5) the lasting advertisement; (6) the continual creativity; (7) the brand tactics of single brand name but multiplicate products; (8) the unique brand culture; (9)determinate entering the international market; (10) paying attention to the protection of brand rights; (11) the lasting PR policy.It deeply analyses the common character of the two brands in this research. The author brings forward some advice for mainland China brand from the results.