Enterprises lack the awareness of establishing their own brands

From the production link, many enterprises focus on traditional industries and labor-intensive industries, such as clothing, shoes, food, hardware, toys and so on. In these enterprises, OEM production is very common, often without its own brand and independent technology, but enterprises feel profitable and there is no risk, so they are more enthusiastic. According to a survey of enterprises in Dongguan City, Guangdong Province in 24-25, many enterprises lack the pressure and motivation for technological innovation and independent brand building, especially some enterprises considered as "scientific and technological enterprises" have no initiative consciousness for technological innovation and brand building. Imagine that these technology companies have no impulse to innovate, and other companies are even more difficult to expect.

there is no interaction between regional brands and corporate brands

China's industrial clusters have made great progress after 2 or 3 years of growth, and some well-known regional brands based on the sense of manufacturing factories have emerged. However, many regional clusters lack understanding of the importance of regional brands and the interaction between corporate brands and regional brands, which makes the establishment of regional independent brands in China in an unsatisfactory state. Some cluster enterprises rely on regional brands and regional technical support systems, imitate each other, do not pay attention to brand creation, and have a strong "hitchhiking" mentality. The independent brand of enterprises has not formed stronger support for regional brands, and has not formed the effect of interaction between enterprise brands and regional brands, thus making the cluster brand decline. For example, there are almost no well-known corporate brands under Jinhua Ham Industry and Jingdezhen Ceramics Industry, which have a history of thousands of years. Jingdezhen ceramic industry in Jiangxi province has not strengthened its single brand, and its independent brand awareness is weak, which makes its owner status challenged by Foshan and Chaozhou. As a result, the title of "China Porcelain Capital" was awarded to Chaozhou, Guangdong Province in 24.

Business circles lack the theory and experience of brand building

Because most China enterprises and even many large enterprises do not have specialized brand management institutions and talents, enterprises lack the theory and experience of brand building. There are the following main problems in the process of building brands: the brands are highly similar. There are many brands in our country, but the core values are unclear, lacking individuality, and the brand temperament tends to be similar; Brands don't bring sales. Many brands are very famous, but they don't occupy consumers' minds, fail to root the core values of brands in consumers' hearts, and can't bring the expected sustained sales to enterprises. As a result, sales will decline as soon as advertisements stop. The brand is very defensive. Once something goes wrong, it will collapse immediately, and even internal personnel changes will lead to the depreciation of the brand; It is difficult for brand value to achieve sustained growth. The root cause of the above phenomenon is that enterprises lack a clear and complete understanding of how to build their own brands, which leads to the blindness of brand building, spending a lot of money on advertising, but not getting the expected results, not upgrading the brand building to a strategic height and not making long-term effective planning. Qin Chi Wine and Aiduo VCD, once famous brands, were short-lived and soon disappeared in the market, which is the best example in this respect. The establishment of independent brands should establish a brand identification system centered on brand core value, and then use the brand identification system to command and integrate all marketing value activities of enterprises, and at the same time, use branding strategy and brand structure to continuously promote the appreciation of brand assets.

Lack of effective brand protection

Due to historical reasons, China has always lacked the awareness of trademark and brand protection, resulting in the lack of effective brand protection. Mainly manifested in two aspects: lack of protection of trademarks. In the international market, many promising trademarks in China are registered by foreign companies first, and the property rights fall into the hands of others. Among them, there are no famous domestic brands such as "Hero" fountain pen, "Hongtashan" cigarette and "Konka" color TV. The protection of national brands is not paid attention to in joint ventures with foreign investors. Multinational companies cultivate their own brands to occupy the China market through mergers or acquisitions of local brands with high market share in China, and put them on the shelf, so that many independent brands with growth potential in China are banned.

in addition, due to the short time of reform and opening up and the influence of long-term economic system, a complete system of brand building has not yet been formed. At the same time, the concepts of relevant government departments have not changed in time, their functions have not been clearly defined, they have not given certain attention to the construction of independent brands of enterprises and the support of relevant policies, and they have not actively guided the construction of corporate brands, thus making some enterprises lose the opportunity to create brands in economic development.