Brand value has been valued by all walks of life, good brand management has been the dream of the enterprise. Recently, "Business Week" and Interband company announced its "Global Top 100 brands," Coca-Cola tied for first place no doubt.
Viewed from the top of the Coca-Cola to the bottom of the list of Campbell Soup, without exception, follows the law of the eternal miracle of the business battlefield. Here, I will open a global brand of business management 100 the mystery.
The value of the leading category
When consumers purchase a product brand influence, depending on whether the leading category brand value. Global 100 brand, most brands have led their respective categories. Coke Coca-Cola and Pepsi dominate the category, McDonald's and KFC fast-food category dominated the Western, Toyota and Honda dominated the small car category, which is the largest core of a strong brand management.
The size of brand value is determined by the value of the size category. Most enterprises can not be a good brand management, the key is to focus on brand value, ignoring the underlying brand value - the value category.
The reason why China is not short-listed the brand, not the lack of a strong brand in China, but the majority of the Chinese enterprises have not realized this point, missed a lot of time to create business miracle. However, the good news is, now China has a lot of entrepreneurs dare to innovate, has taken a crucial step. Wong Lo Kat for example, led a "herbal tea" in the category, the company was the leading category of network transactions, Gree led the category such as air-conditioning. Just enough time, these brands are expected to squeeze into the top 100 global brands list.
Others did not lead the category value of the brand, companies should change management thinking, hard digging produced class values, so that their own brand to dominate, and this is where the brand value of expression.
International business competition
Information technology development, international in-depth, commercial development, so that the world becomes a global village. Around the world top 100 brands, most of them are involved in international market competition, the business all over the world, forming a strong business territory.
Has been tied for first place in the Coca-Cola, the world only three countries without their products, and shows the penetration of international business competition, reflecting the vision of the world's top 100 brands. How much heart, there is little stage. With as long as the international business perspective, determined the business expanded to the world, can one day realize the dream of global top 100.
If an enterprise and entrepreneurs just Pianju corner, then the brand bigger and stronger is empty. Chinese enterprises should learn from Huawei, to the wolf spirit, courage to the world stage dancing with a strong brand and business to get a quick map of the development.
China policy has been to encourage enterprises to go global, this is wise between Chinese leaders. China is the only way to achieve brand growth forest in the world brand.
Maintain the focus on business
It seems difficult to focus on business, especially a single centralized management. However, among the global top 100 brands, we can see advantages to maintain focus on business - to make the brand long-term stability.
Committed in the development of brand point of error is the normal way of things, but often of the error, it was very dangerous. Coca-Cola and Pepsi, McDonald's and KFC, ZARA and Louis Vuitton, has been seeking growth, committed the error of many of the brand extension, but these brands remains in the large category into the development of a centralized operation be done.
Chinese companies do the opposite, once an industry has been successful, they easily enter another industry, and made entrepreneurs are not sure what their products. Shi Yuzhu business miracle of the "Waterloo", which is the reason for the expansion to a dozen businesses, too distracted, I do not even know of its products, the problem will naturally outbreak. Fortunately, Shi Yuzhu to turn the tide, silence again stood up.
As Chinese enterprises and entrepreneurs to be vigilant when in success, we must remain focused on business. Momentary increase the temptation is very deadly, and this is the general lesson of blood. We should draw lessons from history.
The envy of the world's top 100 brands, but do not forget the underlying business management, this is the other brands of concern. A high-value brand, its brand of the process is obvious.