Re: Is Building Brand Recongition Necessary?


PaPaPeng wrote:
> A wellknown and protected brand name is an invaluable asset to most
> global businesses. But I do question its importance to Chinese
> exports.

This mean Kelvin Mok dont care if hes buying Qingdao beer, Yenjing beer
or blackheart beer.

> I speak from a consumer's point of view. The first thing I look for
> is "Made in China" on the product. The look and feel of the item is
> usually good enough to convince me of its quality - not the top but
> certainly of acceptable quality. Poor quality products do not sell,
> even at the dollar stores. Secondly I am convinced that I am getting
> a very good value for the price. Even if that product is a
> disappointment I am not out by much and can certainly buy a
> replacement. In Canada and the US you can usually return a poor
> product within 30 days for a full refund or a replacement of equal
> value. That product if bad, is removed from the retailer's inventory
> for good. So the risk of buying a bad product is removed.

And if Kelvin Mok down a can of blackheart beer and found a cockroach
there, he can still return the beer for refund, so the risk is zero.
^_^

> Next I don't really care for brand names anymore because I can buy as
> good (can't see any performance difference) a no-name DVD player or TV
> set at half the price or less of a branded name like SONY. Most
> people are like me. SONY et al is facing a major crisis to maintain
> profitability.

Kelvin Mok has a platinum stomach. Qingdao beer and blackheart beer
taste the same to him.

> If you look at many branded names they also say "Made in China."
> Only the furniture is different and the guts the same. Why bother to
> spend all that money and effort on brand building when established
> retailers outside China can already do that. They know their home
> market better as to tastes and design, buyer habits, etc., than any
> Chinese company will be able to do. Brand building costs are far
> higher and riskier than design and production costs and there is no
> guarantee the branding effort will succeed.
>
> Product cycles are now measured in months. Worse demand in product
> niches change even faster. The DVD, hand held Pilots and so on have a
> fad value of only a few years before the next fad comes along. Under
> these circumstances trying to build a brand name in any sector is
> difficult for its hard to predict what sector of products you would
> want to be known for a couple of years from now. Trying to build brand
> loyalty is on a foundation of sand.
>
> The conclusion is production quality and flexibility for world
> retailers. If a distinctive Chinese brand emerges fine, but don't
> chase it. The best Chinese brand is "Made in China." Cheap, reliable
> and of good quality.

And soon Kelvin Mok is gonna find "made in China" made in Africa. He
dont care. ^_^

> If you look at the list below I bet even if they become global in size
> one would still have trouble over their names. They just don't roll
> off the tongue to make a good jingle so necessary in brand
> recognition. Other than Lenovo and Haier I can't recognize any of the
> others. To a non Chinese their names just don't stick. Even with
> recognizable brand names Lenovo and Haier will be unlikely to be able
> to extend their brand to other products.
>
> The names also mix large industries with consumer companies. Large
> industries, people dealing with them are a select lot and name
> recognition isn't that important. As for consumer goods, if it
> sounds like Chinese, looks like Chinese and says "Made in China"
> that's all the branding that is needed.

kelvin mok is telling the world to treat the blackheart beer the same
as Qingdao beer cuz both r "made in china".

> ------------------------------------------------------------------------------------------------------------------------
>
> FT surveys on "the top ten world-class brands of China"
> http://english1.peopledaily.com.cn/200508/16/eng20050816_202803.html
>
> The UK "Financial Times" (FT) has recently launched a survey of "FT
> Chinese top ten world-class brands" on its 3.9million readers. This
> survey outspreaded on FT global websites (in Britain, Europe, North
> America, Asia and China) in the early August, and will end on August
> 20. The final results and the related comments from the FT experts are
> to be publicized on FT net in Chinese and global net on August 30.
> This survey is the first of its kind from the global perspective to
> draw survey on the most influential Chinese brands.
>
> 30 brands competing for "FT Chinese top ten world-class brands" are
> all native brands of China which have gained wide recognition in the
> world market, covering 8 industrial fields: energy and mineral
> products, auto-manufacturing, finance and insurance, Hi-Tech and
> communication, food and beverage, network, transportation and
> logistics, and TV media, etc.
>
> Readers who log on the FT global website can mark and make comments on
> the 30 brands from four respects: brand cognition, trustworthiness,
> products, and service and creation. Apart from logging on Chinese
> website www. FTChinese. Com, Chinese readers can get to Sohu's finance
> and economy---the exclusive online partner of FT to know more details.
>
> Candidate brands: Baosteel, Dong Feng, Haier, Huawei, Lenovo, Ping An
> Insurance, Chery, Tsingtao beer, Shanghai Automotive Industry
> Corporation (Group) Company, Shenhua Energy, Sohu, TCL, UTStarcom,
> Sina, FAW, Industrial and Commercial Bank of China, AIR CHINA, China
> Construction Bank; Chinese Life Insurance, China Minmetals
> Corporation, China Mobile, Bank of China, Sinotrans, China National
> Offshore Oil Corporation, COFCO, China Petroleum & Chemical
> Corporation, China National Petroleum Corporation (CNPC), ZTE, CCTV,
> and COSCO.

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