日韩精品久久一区二区三区_亚洲色图p_亚洲综合在线最大成人_国产中出在线观看_日韩免费_亚洲综合在线一区

Global EditionASIA 中文雙語Fran?ais
Business

Q: What's in a name? A: Brand's future

By HE WEI | CHINA DAILY | Updated: 2019-11-25 00:00
Share
Share - WeChat

Reusable cups turn into art installations. Used plastic morphs into new bags. Paintings materialize out of paper straws.

I was immediately drawn into this magic at a downtown Shanghai mall as I walked past a pop-up stand of HeyTea, the country's cheese-topping milk tea chain.

Under a campaign dubbed "HeyTea Inspirational Lab", some 1.7 million plastic straws have been saved to fashion 15,000 single-use cups in four months.

The eco-friendly endeavor is a cause championed by the startup, and reflects China's efforts at plastic reduction. It also sates enlightened consumers' new-found craving for environmental protection.

Brands like HeyTea are seeking "green credentials" that they believe would be in line with the value system of their target audience-the younger generation. After all, nearly half of consumers worldwide expect manufacturers to take the lead in battling the use of plastics, according to consultancy Kantar. Positive brand image is conducive to delivering positive business results.

Mention "branding" and several words or phrases that can be used interchangeably surface in the mind: brand, brand identity, brand image, brand equity… While the world's top business schools say you can never overstate the importance of branding, it is just as abstract as it is important.

In essence, branding is an effective way for any organization to gain a competitive edge in an increasingly crowded marketplace, through the unique manner in which a corporation, a company or a business presents itself to the public. The overarching purpose of branding is to tell a company's story in a way that creates awareness, excitement and loyalty.

Paths to achieving effective branding vary. Apart from using creative marketing campaigns, a good branding sometimes starts simply with the name. It is a differentiating, but sometimes ignored, factor in reshaping consumer minds and boosting sales. After all, names can be persuasive and consumers could assume names have literal meanings.

Brands like iPhones are self-explanatory themselves. The lowercase letter "i" indicates internet while phone suggests the category.

Some experts said one common factor barring Chinese companies from a genuine global fame is their names, such as Haier or Xiaomi, even if they are already highly-recognized on a global scale.

I asked several Western friends and they agreed these names are generally difficult to pronounce in countries that use the Latin alphabet. This is a seemingly valid point though people living in China (including me) might take the names for granted.

This is unfortunately backed by facts. According to Kantar's data, while revenue that Chinese brands gain from overseas has increased significantly over the past five years, Western consumers' awareness of, and familiarity with, them remain relatively low. In other words, competition against indigenous brands was not at parity or premium prices.

While a global brand does not necessarily have to be an English word, it has to "sound right" in that language, as in the case of Nokia and Sony. But being easy to pronounce is not the only requirement-h(huán)aving the right connotations is critical too.

According to international marketing guru Al Ries, Snow Beer, the largest-selling Chinese beer brand, is one such example. While it is easy to spell and pronounce, nobody in the English-speaking world wants to drink "snow", which means frozen water.

 

Today's Top News

Editor's picks

Most Viewed

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
主站蜘蛛池模板: 视频一区二区中文字幕 | 欧美成人一区二区三区在线视频 | 在线成人免费视频 | 午夜亚洲国产成人不卡在线 | 日本不卡中文字幕一区二区 | 在线精品亚洲欧美日韩国产 | 一区二区三区成人A片在线观看 | 国产在线日韩在线 | 日本不卡一区在线 | 亚洲精品国产网红在线 | 欧美大片一区二区三区 | av av片在线看 | 亲爱的热爱的电视剧免费观看 | 二级黄| 欧美日韩一区二区三区视频播 | 亚洲成人一区二区三区 | 亚洲国产天堂久久综合226 | 天天做天天爱天天大综合 | 色五月丁香五月综合五月 | 成人福利在线视频 | 大陆精品自在线拍国语 | 久久成人18免费 | 日韩精品一区二区三区不卡 | 密室逃脱第一季免费观看完整在线 | 91成人短视频| 日日操网站 | 欧美精品videosex极品 | 国产日本三级欧美三级妇三级四 | 成人午夜动漫在线观看 | 一级黄色免费毛片 | 国产精品视频免费一区二区三区 | 欧美精品在线一区二区三区 | 日韩天天干 | 日韩深夜福利 | 超碰97在线免费 | 天天做天天爱天天爽天天综合 | 一级寡妇乱色毛片全18 | 国产亚洲精彩视频 | 国产91在线 | 欧美 | av片免费 | 黄网站涩免费蜜桃网站 |