Brand shows quality, culture, personality and value, reflects the comprehensive strength of enterprises, industries, regions and even countries, and is an important intangible asset. Recently, the national development and Reform Commission and seven other departments jointly issued the guiding opinions on promoting brand building in the new era, which clearly put forward a series of tasks and measures, and pointed out the development goal of striving to make China's comprehensive brand strength in the forefront of brand power by 2035. This indicates the direction for China to further cultivate industrial and regional brands, support enterprises to implement brand strategies, expand brand influence and consolidate the foundation of brand building. Brand building has its objective laws. Products are the core of the brand, and quality is the cornerstone of the brand. Only by adhering to customer first, striving for excellence, and creating high-quality products and services can enterprise brands win consumer recognition. To build a great brand with long-term influence, we must first have attractive products. Innovation is the driving force of brand building. Only by actively adapting to and leading the upgrading and change of supply and demand structure, continuously promoting core technology innovation, enriching brand cultural connotation, innovating brand consumption scenarios, seizing the commanding height and mastering the right to speak can brand building be invincible. Culture is the soul of a brand and the embodiment of the concept, mission, values and code of conduct in the production, operation and management process of an enterprise. Only by condensing the culture that reflects the product characteristics and regional characteristics of an enterprise can a brand have strong attraction. Brand building is not a day's work, but a long process. With the rapid and high-quality development of China's economy, a number of high-quality Chinese brands have gradually emerged from the fierce market competition and become bright business cards representing the image of "made in China" and Chinese products internationally. From the perspective of brand influence, 84 Chinese enterprises were shortlisted in the list of the top 500 global brand values in 2022. A number of global famous brands appeared in the fields of electronic information, equipment manufacturing, textile and garment, construction engineering, etc. "China High Speed Rail" and "China equipment" accelerated the pace of "going to sea", and the brand value of Internet services, e-commerce retail, finance, communications, cultural tourism and other service fields grew rapidly. From the perspective of consumption trends, enterprise branding and professional operation are more common. A number of Chinese time-honored brands with strong cultural characteristics, high brand reputation and market competitiveness have been widely recognized by consumers. Independent brands have accelerated the deep integration with Chinese traditional cultural elements. The rise of national fashion and domestic goods has become a symbolic social consumption phenomenon. From the perspective of regional practice, all localities have vigorously cultivated high-quality regional brands based on local advantageous industries and regional culture. Regional brands such as Zhejiang "pinzibiao" and Shandong "Luzi" have become "gold lettered signboards" for regional economic development. At the same time, there are also many outstanding problems in brand building in China. For example, some enterprises ignore the objective law of brand building, simply pile up "national tide" elements, splice cultural symbols, and even drive up prices and hype marketing in the name of "national tide and national goods", ignoring the quality of products themselves and consuming consumers' enthusiasm to "pay for domestic goods"; There are also some brands that can not adapt to the changes in consumption habits of new consumer groups such as "generation Z". The brand management concept is backward, and they lack long-term consideration for shaping and updating the brand image. They fall into "no"
Edit：Wei Li Bin Responsible editor：Yin Bing
Source：Economic Daily
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