first, the basic rules to be followed in establishing an international brand. A brand includes visible and functional elements and invisible and emotional elements, and it should also have a unique logo to distinguish it from other competitors' products. For example, Coca-Cola, as the most influential brand in the world, not only represents a best-selling beverage, but also represents an optimistic image of American products. First-class brand strategic planning can effectively reduce marketing costs and construction costs, and improve the premium ability of products. The famous Starbucks coffee has a premium of at least $2 per cup, and the profit from the sales of 5, sets of Sony color TV in China a year exceeds the sum of the profits of all domestic color TV brands in China. In developed countries such as Europe and America, the sales of brand products occupy a dominant position in the market, and almost every industry has a group of brands widely recognized and loved by consumers. In the American home appliance consumer market, the top five brands account for 8% of the market share; In Europe, at least 8% refrigerators are sold by replacement, because consumers are used to using the same brand of products. In developed markets, the implementation of brand strategy follows the following basic rules. Long-term rule. The establishment of brand is not a short-term behavior, and enterprises should have long-term development plans. The law of concentration. The more concentrated the enterprise product line, the greater the brand influence. In the United States in the 196s, most coffee shops handled not only coffee, but also restaurants, food and many other products. Starbucks, on the other hand, chose to specialize in coffee, thus achieving great success with its unique business model. Propaganda rules. The promotion of the brand in the early days was not through advertising, but publicity. When BODYSHOP, the largest consumer goods chain in the United States, started its business, AnitaRoddick, its founder, spared no effort to publicize its business philosophy, including giving interviews to the media, writing columns and attending professional meetings, so as to gain consumers' understanding and understanding. Advertising rules. After the brand is founded, advertising can make the brand grow healthily. The law of pronoun. A good brand should have a synonym in the hearts of customers. For example, a Mercedes-Benz car means dignity, and a Volvo car means safety. The law of reputation. The decisive factor of a successful brand lies in the authority of its reputation. Coca-Cola's advertising slogan "There is something" has been recognized by consumers all over the world. Law of quality. Product quality is very important, but quality is not the only factor for brand success. Building a brand by quality is equivalent to building a house on the sand. Good product quality does not mean that it sells well in the market. The law of species. A world-class brand should promote a kind of product, not a brand. The most effective way to create a brand is to create a new category market according to market demand. Law of names. In the short term, a brand needs unique creativity to compete with its competitors; For a brand with a long-term development plan, a good name is a sign to distinguish it from other competitors. Law of extension. Brand extension is the easiest way to destroy the brand and should be used with caution.

peer rule. Creating a new brand category requires a trade partner. In the soft drink market, Coca-Cola and Pepsi have been competing and developing together for many years, which makes consumers have a deep understanding of the market and products. Company rules. Product brand and company name are different. If mixed, the best way to avoid confusion is to put the brand in the main position and the company name in the subordinate position. Series brand rule. We should be cautious in developing series brands. The key to success is that each brand in the series needs its own unique logo. WRIGLEY, the world's largest chewing gum manufacturer, has many brands, which are enduring all the year round. Law of shape. The logo of the brand should conform to the product trademark and brand, so the shape should bring pleasant and cordial intuitive feelings to consumers. Color rule. The color of the brand should be opposite to that of its main competitors. Law of national boundaries. There is no national boundary for a global brand. The law of persistence. Creating a brand is not a day's work, and it takes decades of unremitting efforts. The law of substitution. Brands can be changed, but they need to be very cautious and should not be changed frequently. The law of oneness. The most important attribute of a brand is singleness. For example, Volvo has always followed the safety principle and is the most successful European luxury car in the US market. Second, South Korea's Samsung Company successfully established an international brand case introduction. Creating a world-class brand requires competitive prices, excellent service and first-class technology. South Korea's Samsung Company's road to establishing an international brand provides us with a good example, which is worth learning. Samsung's road to internationalization started with the production and sales in its domestic market. In the initial stage, Samsung acquired production skills through joint ventures and signed more than 5 production license agreements. In 198s, while engaged in OEM production for large retailers in Europe and America, Samsung began to export its own brand products, but the price was much lower than that of similar products of Japanese and American companies. With the continuous improvement of the company's internationalization, Samsung has set up factories in the United States, Germany, Britain and Australia, and established overseas sales networks and production bases. Through extensive market and customer research, Samsung understands the international market demand and product development trend. Samsung attaches great importance to product research and development, continuously increases investment in research and development, and obtains the leading edge in technology. By the early 199s, Samsung's self-developed digital appliances greatly enhanced its brand awareness. In the late 199s, in order to achieve the goal of creating a global brand, Samsung invested $1 billion in advertising fees (including sponsoring the Olympic Games) for brand building and promotion. Samsung has also formed a strategic partnership with SPRINT, one of the largest telecommunications companies in the United States, to launch a series of new products. According to statistics, from 1996 to 2, Samsung invested $7 billion in R&D, accounting for 5% of its sales. In 21, we spent $4 million on brand advertising alone. Samsung attaches great importance to professional management, positioning its products in professional electronic products rather than ordinary household appliances. Today, Samsung is a world-class household appliance enterprise, with an annual sales of $33 billion, half of which are sold to European and American markets. A survey conducted by an authoritative brand strategy and design consulting company in the United States in 23 showed that the value of Samsung brand was $1.8 billion, up 31% from 22, ranking 25th in the world. Third, the status quo of China enterprises establishing international brands Because of its low labor cost, China occupies a dominant position in the global manufacturing industry. But at present, most enterprises in China are engaged in OEM, providing various products for world-famous brands, from consumer goods to home appliances. The meager profit of OEM is not conducive to the long-term development of enterprises and the implementation of brand strategy, which is an expedient measure. In recent years, the government of China has adopted many encouraging policies and measures to support domestic enterprises to sell their own brand products to the international market. With the increasing strength and brand awareness of enterprises, some China enterprises have established their own brands in some emerging markets, such as household appliances, consumer goods and motorcycles. At present, these well-known brands in China are entering the developed markets. Haier sells its own brand of small refrigerators in the United States, with a market share of over 1% and an annual sales increase of 3%. Haier aims to increase the market share of standard refrigerators to 1% by the end of 25.