1、Brand IntroductionBrand SustainabilityBrand in ChinaBrand and BrandingSome well-known BrandsHow do you choose a brand？ Quality、 Service、Innovation、Story、Advertising、Fashion、Culture、Dream、Value 、Style、Reliability ect we live brands, from the clothes we dress in, to the drink we have, the food we eat

2、and the car we drive .”-Laforet Brief Introduction A brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition” - American Marketing Association What is

3、a Brand?AttributesBenefitsValuesCultureUserPersonalityPurposes To some extent, branding is an identity of company, representing a company culture Branding has three main purposes: product identification, repeat sales, and new product sales.（through a unique relationship with customers） Roles that Br

4、ands PlayConsumers Identification of source of product Assignment of responsibility to product maker Risk reducer Promise, bond, or pact with maker of product Symbolic device Signal of quality Companies Means of identification to simplify handling or tracing Means of legally protecting unique featur

5、es Signal of quality level to satisfied customers Means of endowing products with unique associations Source of competitive advantage Source of financial returnsHow to build a brandCreated company IDPublic RelationsCommunications and Marketing Strategy Brand strategyBrand extension / stretching bran

6、d name extended to new product categoriesMulti-brands new brands in the same product categoryCo-brands brands bearing two or more well known brand names New brands new product in a different product category Branding process1. Determine what you are branding.2. Research.3. Position your brand.4. Def

7、ine your brand.5. Develop your brand identity.6. Launch your brand internally first.7. Manage your brand.8. Monitor, evaluate, and update your brand.Levis jeans is sophisticated, its button will not rust, pants pin is very dense. And putting metal rivets at the points of strain, such as on the pocke

8、t corners and at the base of the button fly. QualityAs early as 1886As early as 1886, Levis have two , Levis have two trouser jeans tied in two separate trouser jeans tied in two separate horse, the horse in the opposite horse, the horse in the opposite direction, to prove that the pants direction,

9、to prove that the pants road extremely tear-proof.road extremely tear-proof. COCO Chanel was good at COCO Chanel was good at breaking the traditional, breaking the traditional, early 40s to early 40s to successfully tied up the successfully tied up the ladies into simple, ladies into simple, comfort

10、able perhaps is comfortable perhaps is the first modern casual the first modern casual wear. wear. Brand mindBrand mindCOCO Chanel heralded new COCO Chanel heralded new designs and revolutionized the designs and revolutionized the fashion by fashion by going back to basicsgoing back to basics, , inc

11、orporating incorporating elegance class elegance class and originalityand originality. .Chanel fashion has always Chanel fashion has always elegant simple style.elegant simple style.The The simple, simple, the the bestbestPopularizationPopularizationMr. Henry ford is only one Mr. Henry ford is only

12、one success: to understand the success: to understand the needs of people inside, using needs of people inside, using the best materials, by the the best materials, by the best staff for the general best staff for the general public for public for all can afford a all can afford a good cargood car.

13、.Model TLocalizationKentucky: localization Kentucky: localization strategy, do in Rome as the strategy, do in Rome as the Romans doRomans doChinas KFC, slowly become Chinas KFC, slowly become the Chinese of KFC.the Chinese of KFC.China Time-honored Brands 1600 (China Time-honored Brand) 70% ( have b

14、een out of the market) 20% ( are struggling to survive ) 10% ( are profitable)Why are they disappearing?1. Management mechanism Too many aged employees & low educational level Too many retirees & heavy burdenWhy are they disappearing?2. Brand maintenance Fakery (山寨) & bad service Destroy

15、ed customer loyalty Ruined brand imageWhy are they disappearing?3. Brand promotionNo continuing promotionLess brand awareness Why are they disappearing?4. Quality of productsPoor qualityPoor reputationWhy are they disappearing?5. Brand stretchingInvestment in unrelated industriesConfusion about the

16、new brands and old brands Strategies Product inventionProduct & Craft & Market & Management Brand and tourism Customer survey Market division Core competences Chain operation Promotion Piracy New productsMaccha （抹茶）green tea ice creamTea-flavored chewing gum（口香糖）Tea mooncakes Tea-related health and beauty products Zhejiang University & Chinese Academy of Agricultural Sciences More th