When international brands are paid more and more attention by China enterprises, it is very important to build international brands and integrate creative and tackling key marketing concepts into them. Set out to build international brands in corporate logos and logos, certification, marketing networks and services, exhibitions, sponsorships, competitions and media advertisements.
Logo and name of international company
At present, most powerful and management-conscious enterprises in China are importing CI system one after another, but the logo and name, as one of VI elements, ignore internationalization. As an international logo design, the color matching should be concise, easy to remember and coordinated, and the name should be internationalized. It is forbidden to use names that have been widely used. For example, Lenovo changed its logo last year, which makes people remember it. At present, Lenovo has become a leading IT manufacturer in China, and is striving to enter the world's top 500 and the world's top 500. However, cultural logo and registered legends are abused around the world, which is obviously not conducive to their overseas expansion. So in April last year, Lenovo changed Legend to Lenovo, which is beneficial for it to establish an international brand and enter the international market.
At present, LG, a well-known Korean-funded enterprise in China market, is also a very successful example in trademark change. After changing the former "Venus" to "LG", not only the logo is simple and easy to remember, but also the CI logo has become humanized, like a very kind smile, which has played a very good role in LG's success.
In addition, when building international brands, China manufacturers should not forget to register their own trademarks in developed countries such as Europe and America, so as to avoid being adversely registered in the future, which will affect product sales and brand promotion. For example, Wuliangye, a famous enterprise in China, failed to register its trademark in Korea, and as a result, its trademark right was maliciously registered by a Korean. It took the company 65,438+04 months to regain the trademark right in early April, and applied to the Korea Trademark Office for registration of Wuliangye's Chinese logo and Chinese Pinyin. Wuliangye Company paid a huge price for this. Therefore, China enterprises going international can't forget to register their trademarks abroad.
Get international certification-enterprises get a pass to enter the global market.
At present, some powerful enterprises in the world adopt strict international certifications, including ISO900 1, ISO9002, ISO 14000, and other safety certifications, such as ul certification. After obtaining these certifications, enterprises can obtain export passes abroad. On the other hand, to show foreign consumers the quality, strength and technical ability of China enterprises' products, so as to enhance the influence of China products among foreign consumers, which will undoubtedly enhance the international brand influence of China enterprises.
Cultivate international marketing network and do a good job of after-sales service
China enterprises export to foreign countries, often through importers and agents for sales, regardless of sales performance and sales channel construction. Once competitors seize it with price or other advantages, domestic export enterprises will lose their foreign markets and have to find importers again. In fact, if powerful China enterprises should set up their own representative offices abroad, if they have representatives who are familiar with the local language and culture, let them capture the local first-hand market information, and at the same time, look for reputable agents, distributors, purchasing associations and influential large supermarkets to do some market research, such as price quotations, competitors' situation, consumers' needs and opinions, so as to improve future products. I believe it will be welcomed by consumers and cultivate their loyalty.
Because of the time, space and language barriers between manufacturers and foreign consumers, manufacturers must do a good job in after-sales service if they want to become international brands, including maintenance, spare parts supply, technical support, satisfaction survey and service improvement. Once the product is favored by foreign consumers, it will play a positive role in enhancing the corporate image, because a good word of mouth is an intangible asset; On the contrary, if foreign consumers complain or even go to court because of poor product quality and service, the negative impact on international brands will be great. Therefore, if China enterprises want to become international brands, they must do a good job in after-sales service.
The exhibition has created a window for international brands.
Participating in international exhibitions is a window to expand international brands. On the one hand, foreign consumers can directly understand the company's situation and products, on the other hand, they can make friends with foreign agents and distributors.
At the exhibition, enterprises in China not only display the company's products, but also pay more attention to the company's overall image and creativity, highlighting the company's Logo and color, and the design of display cabinets should be integrated into the culture of the host country. Because western culture emphasizes the characteristics of openness, creativity and constant change, we should absorb these characteristics on the booth and make it innovative and attractive. In addition, we should choose beautiful women or handsome men with good language skills, strong communication skills and high comprehensive quality to engage in exhibition work, so as to attract exhibitors more easily.
Building an international brand is a long-term behavior, and it is impossible to achieve the goal of the enterprise through one or two exhibitions. Participating in international exhibitions is a test of the comprehensive strength of enterprises, which requires the willingness and patience of enterprises to go out for a long time.
Raise awareness through sponsorship or donation
As we all know, multinational companies with international brands often sponsor various activities in China, which involve sports events, a team, a cause, art, cultural activities, public welfare, moral behavior or entertainment. Secondly, many foreign-funded enterprises donate money to Project Hope. After the news report, their sponsorship and donation not only made people feel their kindness, but also improved their understanding of the company's image.
Similarly, China enterprises can improve their influence and popularity in relevant countries by sponsoring various activities or donating money to foreign charities, which will help to establish international brands.
An excellent stage for international events to expand international brands
The reason why international competitions are singled out is mainly because it has excellent benefits for the establishment of international brands, and its influence is much greater and deeper than that of general sponsorship or donation. Many internationally renowned multinational companies use sports events to build international brands.
For example, Japanese seiko watch built itself into a world brand by the Olympic Games held in Tokyo in 1964; South Korea's Samsung used the Olympic Games held in Seoul in 1988 to build itself into an internationally renowned brand. As far as Samsung is concerned, it has many experiences similar to those of China enterprises.
Samsung is the foundry company of 1990 sanyo company. After the Seoul International Olympic Games, Samsung tasted the sweetness of using the Olympic Games as a brand. In 2002, it signed the sixth TOP plan of 1997 to 10 with the International Olympic Committee (providing wireless communication equipment and technical support), and became international in the "Samsung Digital World". According to the list of global 100 brands published by Interbrand, a world-famous brand research company, Samsung is only five places behind Sony, which is famous all over the world. Won the 25th place and became the second largest brand in Asia, with such excellent results. After the Olympic sponsorship, the recognition of Samsung brand by global consumers has been greatly improved.
This time Lenovo signed the contract with the International Olympic Committee to become its top member, just to learn from Samsung's efforts to build an international brand through sports. According to the estimation of the Olympic Organizing Committee, in 2008, there will be more than 654.38+00,000 athletes, 20,000 people engaged in media coverage, more than 654.38+00,000 sports officials from various countries, 4,000 organizing committee staff, more than 9 million live audiences and nearly 4 billion TV viewers. The global exposure of Lenovo's brand logo and name can be said to have reached the limit. At the same time, Lenovo's product lines-servers, notebook computers, desktop personal computers, printers, handheld computing devices, computer-related storage devices, and data network devices and services-have been contacted and used by countless media and sports officials at home and abroad. In addition, Lenovo's strong technical support ability, efficient and timely service, sensitive and quick response ability and quick problem-solving ability will be tempered and tested, which all reflect Lenovo's production. I believe that Lenovo's successful operation will undoubtedly greatly enhance its world image and international brand influence. After Beijing's successful bid for the Olympic Games, countless people in China have been worried that no China enterprise will take the initiative to join the top-level plan, which will lead to a world dominated by foreign brand powers in China. However, what is not disappointing is that Lenovo Group has really entered the dream of China enterprises to become international brands.
Similarly, BenQ, with a factory in Suzhou, as the only "officially designated IT industry partner" in the 2004 European Cup of Nations, will greatly enhance its international brand influence. As the European Cup of Nations is the third largest international sports event in the world, the scale is second only to the Olympic Games and the World Cup. The football match was held in Portugal from June 12 to July 4 this year. Last time, the number of people who watched the game on TV and online was close to 7 billion, and this time it is expected to reach10 billion. It is conceivable that BenQ's product image and international brand influence will be greatly enhanced.
Besides, popular international or regional competitions such as basketball, volleyball, tennis and baseball are good channels for China enterprises to sponsor and enhance their brand influence.
Media advertising is the foundation of building an international brand.
In order to compete for the China market, multinational companies with well-known brands in Europe, America and Japan put large-scale advertisements in newspapers, television, magazines and the Internet. Their advertisements are very creative and innovative. As a result, their goal has been achieved, that is, to improve the awareness of consumers in China, to make their excellent products and services meet the needs of consumers in China, and to occupy the market share in China. Similarly, when China enterprises expand their brands to the international market, they should also put in advertisements appropriately. Although the advertising cost in the west is much more expensive than that in China, it is an investment that China enterprises determined to build an international brand have to spend. China said that it is impossible to save the advertising investment needed to build an international brand, otherwise China products can only be sold with gold as silver. However, in international marketing, domestic enterprises should do a good job in market positioning and segmentation of products, conduct differentiated and cost-effective comparative marketing, pay attention to the psychological analysis of consumers in the host country and the study of fashion and related cultural background, and pay attention to the principle of localization when advertising, so as to be easily accepted and loved by local people. At the same time, when choosing media, we should look for media with great influence and high reputation in the local area. Of course, its asking price is also relatively high. Because of its popularity, its products and brands naturally have much greater influence. According to the product category and audience, we should pay attention to the different functions of mass media and professional media when placing advertisements. In addition, when advertising marketing, we should grasp the broadcast frequency, and the appropriate frequency is conducive to the audience's cognition and deepening memory, otherwise the audience will easily forget it.
In a word, it is an arduous task for China enterprises to build international brands, with huge investment and long effective period. Creativity and public relations should be integrated into the above methods. China enterprises should increase the ratio of R&D expenditure to sales, keep track of the most advanced technology, start with mastering the core technology, and constantly maintain product innovation to enhance their core competitiveness, which is a necessary factor to establish an international brand. In addition, cultivating excellent corporate culture is also the driving force for China enterprises to go international and enhance their competitiveness. If China enterprises pay attention to exporting international brands while exporting products, one day, Lenovo in China can compete with IBM in strength and brand, ZTE and Huawei can become Nortel and Lucent in China, and Haier's brand is almost equal to Panasonic's ... When a large number of brands in China are familiar to consumers all over the world, more brands in China will enter the ranks of world brands and more enterprises will enter the global top 500. This is the dream pursued by China people, and it is also the real moment for China to strengthen its strength. Therefore, when exporting products, China enterprises must not forget to build their own international brands.