A Strategic Study On How To Improve National Brand Images

Amidst rapid changes in the markets and competition,with the development and changes of politics, economy and the society, the overall environment is likely to change fundamentally momentarily. Old-fashioned ideas and rules would be abandoned at any moment. These formidable forces would probably make the brand image strategies of our national enterprises lose their existing competitive edges. This requests us to keep pace with the times, to promote the national brand image strategies in the set of globalization unceasingly, and to create and develop more renewal, scientific and systematic strategy plans, in order to expand the application potential of national brand images and to help the national brand images keep their evident and unique competitive advantages all the time and adapt to the new market. By doing so, consumers are able to distinguish the national brand images more easily, which would help improve the competitiveness of the national brands in the market, and which would finally force and create more powerful national brands with great market influence, high market share, high added value and long-lasting vitality.This thesis analyzes ten typical problems which restrict the building of national brand images. Some of these problems include: setting the popularity of the brand as the highest objective for building national brand images; equating the building of brand images with the designing of simple brand symbols; lacking strategic plans for the chaotic brand image management; lacking innovative spirit in the construction of the brand images; lacking cultural connotation in the brand images; lacking consciousness in protecting the brand images. Aiming at solving these existed complex problems, the thesis further proposes some practical and effective solutions.Furthermore, this thesis elaborates in details on innovative strategies that promote national brand images in the development of nationality brand images, on the cultural strategies of constructing national brand images and on the management strategies that strengthen national brand images. In the discussion of innovative strategies, the thesis gives detailed elaborations on the innovation of core values, visual performance and the focusing dissemination, which proves the viewpoint that only by developing the innovation strategies unceasingly, could we effectively prevent the out-dating of brand images in the dynamic market and maintain the vigor and competitive power of brand images. In the discussion of cultural strategies, by focusing on the construction of personalized cultures, sustainably-developed cultures and compatible cultures, the paper discourses that only by developing the cultural strategies, could we expand the formidable competitive advantage in differentiation, and could we overcome the restriction of homogenization in competitions with multi-dimensional brands in today's society. With regard to the elaboration on management strategies, the author proposes some regulations and measurement to help enhance legal protection, self-protection, self-diagnoses and crisis management. It emphasizes that only by strengthening the management strategies for national brand images, could we make them develop steadily and healthily, and develop continually in an invincible position in the long run.While the global economy drives into the expressway of quick development, the idea that a successful brand image can win the whole world has become the trend of the times. The strategies of promoting national brand images are realized through integrating marketing dissemination as well as other comprehensive methods, through constructing, developing, molding, managing and maintaining the national brand images and through perseveres promotion of strategies for the national brand images. By building powerful brand images for national enterprises, we could realize a sustainable way of development which could maximize the property, value, and the culture connotation of national brands. Therefore, Chinese national brands could conquer the national cultural barriers in the international competitions, could surpass the competitors and win the market with their unique and charm brand images.