Only by looking at the world can we have a world view. When it comes to domestic companies building trademarks and brands to export their products abroad, Li Baohua, chairman of the Bird of Paradise International Brand Planning Consulting Agency in Hong Kong, who just attended the 2016 China-EU Entrepreneurs Summit in London, was particularly excited. As a senior planner and entrepreneur in the brand planning industry, he has a deep understanding of the power of brands.

Li Baohua is an authentic Changchun native. He graduated from university in 1996 and founded the Hong Kong Bird of Paradise International Brand Planning Consulting Agency in 1999. He has been specializing in corporate brand planning for 17 years and has successfully created Danse International Dance. Art Center and other well-known brands. He believes that brand strategy in enterprise development was just a term for most entrepreneurs in China a few decades ago. However, with the development of the market economy, the power of brand has been recognized by the vast majority of entrepreneurs. . In terms of successful planning and building of brands, some entrepreneurs in the south have done better and thus benefited more. Entrepreneurs in Jilin Province should catch up.

In many years of brand planning practice, Li Baohua has deeply felt that growing companies in the process of brand building generally have the following problems:

First, the business model Not clear. In other words, these companies and entrepreneurs often do not have a very mature and effective stable formula for what kind of specific business model they will use to make money, how to make money, how much money they will make now, and how much money they will make in the future.

Secondly, the focus is on the product rather than the brand. What is concerned is the tangible cost of the product itself, and not enough attention is paid to the premium effect brought by the brand's intangible assets. I don’t understand why high imitation LV bags only sell for a few thousand yuan, while authentic LV bags cost tens of thousands of yuan.

Third, there is a lack of marketing awareness under brand strategy. Marketing without brand building is often confusing, and the two must be closely integrated. In the early stages of brand building, there must be a marketing strategy that matches it.

Fourth, there is a lack of corporate culture. Corporate culture is an important internal energy in the development of an enterprise. The external display of an enterprise is the expression of the enterprise's intrinsic value proposition. An upward corporate culture can unite, unite and inspire people.

Fifth, there is a lack of vision for future development. In other words, enterprises lack long-term plans and systematic long-term planning. They have an attitude that there must be a road before the car reaches the mountain, and they take it one step at a time.

Li Baohua believes that the task of professional brand planners is to wake up entrepreneurs who are still sleeping. It is necessary to arouse their strong sense of mission, carefully plan the vision of corporate development, establish brand awareness, strengthen planning and packaging, create a unique corporate image and corporate culture, create more high-quality and famous products, and have the ambition to establish a world-class brand.

One of his important insights is that we must always look beyond the industry, go out and see more when we have the opportunity, and communicate with advanced colleagues at home and abroad. The power of role models is infinite. Personally feeling the shock of the success of a world-class brand and the power of a brand will surely better inspire domestic entrepreneurs to have the courage to work hard to build their own brands. Trademark brand