Way to build an international brand arranger: Lu Haitian [i horse REVIEW] Recently several world-renowned expert on foreign brands, 'Chinese brand Why get out?' This topic was discussed. They introduced China's brand abroad, analyzed the Chinese brand-building issues and international brands presented their own proposals. , The original contained in the 'World Entrepreneur magazine,' Marco was carried out to prepare the black. What is the brand? A real brand should at least have the brand loyalty of consumers, and a strong brand, you should be able to inspire customers to the brand's passion and participation. This requires innovative brand according to customer's idea. Situation 1 brand in the overseas Chinese and overseas Chinese brand awareness is low, often some large state-owned enterprises or the acquisition of another country brand companies was only the user knows. Generally speaking, in Western countries, China's brand is not very common. A recent survey shows that even a Chinese brand name 94 percent of US citizens are unable to speak. In Britain, people who know Chinese brands may be less, but not much less. 2, Chinese brand committed to the development of brand influence while they ignore the brand of originality and personalization. Chinese brand today also foreign consumers as poor quality cheap products. Chinese consumer brand of 'low-cost' image can be an advantage in some cases, but in other cases also become an obstacle. Another way is to buy some already having the desired positioning of the brand. 3, the lack of contact between the user and brand building. After a user purchases a Chinese product, and does not form the loyalty, the two sides there is no effective interaction and contact. Many Chinese brand specializes emphasize functional benefits of products, there is little brand expertise in the establishment of 'emotional connection' with customers, which is very important for sales. But 'emotional connection' is a misleading shorthand to say; trust in Chinese companies do not focus on corporate brand building, corporate globalization has dragged on hind legs. In other words, if the expected value proposition (Value Proposition) is a premium (Premium), you will need a idea, innovation and communication strategy based on a deliberate plan, unfortunately, Chinese business owners rarely do it. Chinese companies do not pay attention to the reasons causing the international brand building? First, China has a huge domestic market, so there is little incentive to sell goods overseas. Secondly, China's economy is scattered, many small business management and operation alone, so they do not have the ability to brand globalization. Third, the state-owned enterprises (SOEs) dominate in China (35% of revenues from state-owned enterprises). It is said that state-owned enterprises have very favorable conditions to attract bank loans, enabling them to inefficient operations. They are not interested to invest in global brand, and they very carefully for innovative investment. So how do overseas brand building? First of all there are three directions, the two methods. First, the degree of brand awareness. This depends mainly on channel construction. The building in which the Internet is a onimenokyo wigs new channel for international brand. Internet information technology unprecedented development, new brand marketing ideas and innovative channels greatly reduced world-class brands to quickly swept the world from the birth of time. Second, the brand history. Brand History (development process) can be more vividly described as 'brand story.' A good brand story can help consumers in the short term a deeper understanding of its core brand and product concept. Why is a particular brand to the Chinese market is so fierce rivalry stand out? What is its development process and the core brand is? onegai teacher wigs All issues of concern to consumers overseas. Third, the brand personality is not only refers to a brand of originality, but also can be seen as a strategic tool for brand marketing and promotion process, and how or in what way with potential customers (consumers) to communicate. All global brands have in common is that there is the ability to create a positive mood have different historical and cultural backgrounds of consumer psychology and mind. The most important development is the globalization of Chinese enterprises brand personality development - that is, out in the market only their own unique brand story. Facts have proved that a lack of brand personality of the brand can not be enduring in the international market. For example, to create personalized Samsung, dears wigs Toyota's trustworthy, BMW's high standards of precision, Uniqlo is unique in the retail expansion, all these are typical examples of brand personality and brand creation story on. Two methods are: 1, international marketing skills and channel construction. Marketing strategy of multinational companies have recognized the significance of the associated branding, namely to achieve the brand's acceptance, use, and communicate through a large number of media occasions and through social (especially) electronic communications network to maximize this process. Brand has no intrinsic value; their value lies in the extent of its role and cultural identity, which is a symbol of dissemination and exchange of cultural and media company's history. 2, acquisition of overseas brands. 1999 Nobel Prize winner Robert Mundell (Robert Mundell) said he believed that China has huge foreign exchange reserves, while the appreciation of the Chinese yuan has recently been a lot of Chinese companies acquiring overseas brands of the time. Brand Building for Chinese companies, particularly those companies that are becoming increasingly important hope is to break into overseas markets. Wage costs rise, there was greater pressure, it is unlikely to compete only on price. It is important Chinese products will therefore have to face competition on the brand.