The word brand comes from the ancient Norse word brandr, which means "brand". Its original meaning is to mark livestock for identification and certification. It very vividly expresses how the true meaning of the brand leaves a mark on the hearts of consumers. For Chinese enterprises or consumers, it took more than 30 years of "reform and opening up" for the concept or awareness of "brand" to be truly valued and popularized, and to rise to the stage of "rational" recognition where brands are indispensable.

Currently, China is ushering in a golden age of brands. The number of domestic brand registrations has ranked first in the world. According to the China Trademark Association, the total number of trademark registrations in mainland China has ranked first in the world. There are more than 2.2 million registered trademarks, of which foreign-funded enterprises account for 20%, and the remaining approximately 1.76 million registered trademarks belong to Chinese enterprises. At this point, the total number of brands on the Chinese market ranks first in the world. The Wall Street Journal pointed out: China’s economic growth has attracted much attention, but if the strategy is not adjusted from commodities to brands, this remarkable economic growth will be difficult to maintain. The future belongs to brands, especially global brands. The world's richest countries, without exception, have economies built on brands, not commodities. ?

An empirical study from abroad confirmed that: 70% of consumers need to use brands to guide their purchasing decisions, 50% or more of their purchasing behaviors are brand-driven, and 25% of consumers claim that if they When it comes to buying the brands they are loyal to, the price does not matter. 72% said they are willing to pay an extra 20% to buy their favorite brand, 50% are willing to pay an extra 25%, and 40% are willing to pay an extra 30%.

For companies that are still in the stage of thinking about making products or building brands, they should have this understanding: the art of marketing is the art of building a brand. If you are not a brand, you are the product, so the price becomes In everything, low price is the only means of competition.

The scale effect created by brands may be better understood: the more well-known a brand is, the easier it is to obtain a higher market share, and it is also easier to form scale advantages, industry influence and voice. The development process of an enterprise from a weak to a strong one is a process in which a brand creates economies of scale. Even if my business burns down overnight, as long as my brand is still there, I can resume production immediately?, this famous saying of Asa Griggs Candler, the founder of Coca-Cola Company, and the famous Coca-Cola brand Similarly, traveling through time and space has inspired the brand dreams of countless entrepreneurs, and also proved the value of brand as the most important competitive resource for enterprises.

In this regard, China Brand Clothing Network launched a special report on "Believe in the power of brands, clothing companies are taking action!". By interpreting "How to operate a brand? The power of brands?" and other issues, *** discussed together On the road of "branding", clothing companies have brought new development vitality and direction to the industry, boosting the development strategy of clothing companies from product strategy to brand strategy, and creating the world's top clothing brands from China.