The relationship between enterprise independence and regional independent brands

Industrial clusters are composed of many related enterprises, and enterprise independent brands and regional independent brands also have a close interactive relationship. If the corporate brand is a tree, then the regional brand is the entire forest, and the industry is the main body of trees in the entire forest. It can be seen from this metaphor that the two subjects belong to different subjects. Enterprise independent brands belong to a single enterprise and are a powerful weapon for enterprises to make profits; regional independent brands are owned by industrial clusters and have no clear stakeholder; the brand effects are different. Enterprise independent brands serve a single enterprise and have limited brand effects. Regional independent brands are enjoyed by enterprises in the regional industry and have the characteristics of public goods. They can protect individual enterprises from wind and rain and provide public services, so , As a representative of the product image of regional enterprises, regional brands have broader and more lasting recognition and aggregation effects than corporate brands; there is an interactive relationship between the two. Enterprises are the main body and foundation of regional clusters, and corporate brands are the effective support for regional brands. The scale and advantages of regional industries in turn support corporate brands. Corporate brands can use the shelter and endorsement effects of regional brands to increase their rapid growth by adding advantages. Enterprises in industrial clusters The development of brands cannot be separated from regional brands, and the construction of regional brands cannot be separated from the support of corporate brands.

For example, Wenzhou, the "Shoe Capital of China", in the 1980s, produced a large number of low-quality and low-price shoes, so "Wenzhou shoes" were associated with fake and shoddy shoes. This has also caused huge damage to Wenzhou enterprises. But in 1987, a fire in Wulinmen Square in Hangzhou woke up Wenzhou people. Under the call of the Wenzhou Municipal Government to "revitalize enterprises with quality and establish the city with brand" and under the leadership of independent brands such as Red Dragonfly, Kangnai, and Aokang, Wenzhou's footwear industry has formed an interactive effect between corporate brands and regional brands. Since then, Wenzhou's shoe industry has undergone tremendous development.

The relationship between corporate independent brands and national image brands

National brand image is formed by consumers’ impressions and evaluations of the country’s products and other services in the international market. From a marketing perspective, the building of a national brand image is built up by the bricks and stones of a company's product image in the international market. The relationship between national brands and corporate brands is similar to the relationship between parent brands and sub-brands. The two complement each other and promote each other. The improvement of national brand image can create a good international market environment for enterprises, which is conducive to the creation and growth of independent brands of enterprises. A very strong national brand image can highlight the credibility of the country's image, help corporate brands enter the international market and be accepted by consumers. The difficulty of entering the Chinese market for American products is different from that of Chinese products entering the American market. This is because national brands have different credibility and contribute differently to corporate brands. National brand image can improve corporate brand performance in the international market through the origin mechanism and endorsement effect. Similarly, the outstanding performance of a company's own brand in the global market can promote the improvement of the country's brand image. As former Japanese Prime Minister Yasuhiro Nakasone said: "Panasonic represents the left side of Japan, and Toyota represents the right side of Japan. The brand is the face of the country."

The third Anholt-GMI Nation Brands Index-NBI survey shows that consumers in the United Kingdom, Australia, the United States, Canada, France, Germany and other countries have a high regard for "Made in China" brands. It has a very high rating and ranks Chinese products in the top ten among overseas brands in 25 countries. The improvement of our country's national image benefits from "Made in China", and "Made in China" benefits from the good performance of corporate products in the international market.

It can be seen that the company's independent brand and the national brand image are in a unified relationship. The independent brands of enterprises with international influence promote the improvement of the national brand image, and the national brand image in turn fosters the construction of independent brands of enterprises.

The relationship between regional independent brands and national brand images

Both regional independent brands and national brand images have the nature of public services, and both have an endorsement effect on corporate independent brands. Regional independent brands and national brand images also complement each other and promote each other. For example, my country's first trademark registered as a regional brand is the collective trademark of Wenzhou China Shoe Capital - "China Shoe Capital Famous Brand". The regional independent brand of Wenzhou Shoe Industry is recognized in the international market, which is beneficial to the development of regional independent brands and the improvement of the national brand image. At the same time, the improvement of national brand image further promotes the performance of regional brands in the international market.