Management And Design Of FOTON Automobile's Brand Identity System (BIS)

Since joining the WTO, China's automotive industry has been experiencing a tremendous change. In 2006, China has become a major country with ranks of No.2 in sales and No.3 in production of global automobile market. With five years development from 2001 to 2006,the market segment of China's self-own brands has been increased yearly and has drawn world attention with great achievements. As we can see from deep analysis, the automobiles of domestic brands are still mainly focused on an area of economic-type private and commercial vehicles. The brand image and added value of product is very low. From report of Interbrand's Best Global brands 2007, we can see that the world six major carmaker groups have possessed their different places yet with no any brand nomination of China. There is a huge gap between China self-owned automobile brands and world automotive brands. Only with rebuilding and enhancing the image and cost of brands, can China's automobile enterprises hold a winning position in the global competition. In addition, the author found from the survey of carmakers and markets that there were some problems existed in the building and management of brands, such as disregard, not standardized, not systems. This paper takes the management and design of FOTON Automobile's Brand Identity System (BIS) as an example to make a further discussion on the structure of BIS, which could be served as some reference and assistance for the brand management staffs of China automobile enterprises, as well as the construction of world-class brands.