Will Wave: Make The Brand Of Single Product Into A National Brand.

　　随着中国经济实力不断增强，国际影响力大幅度提升，2008年奥运会的成功举办直接提升中国的国家品牌指数，从第30名跃升至第22名，接着2010年纽约街头、欧洲国家大量播放中国国家形象宣传片，等等一系列国家品牌活动的的报道，都表明国家品牌形象越来越重要;国家品牌形象由优秀的民族文化、杰出的组织、行业代表及领袖人物组成，国家品牌形象代表着国家经济水平、代表科技实力、代表行业形象，代表民族文化和尊严;国家品牌杰出代表家电行业有海尔，酒行业有茅台，电脑高科技有联想，华为等，服装产业阶段性的“明星型”、“流星型”企业众多，然而单品品牌谁会是国家品牌代表呢?威尔观点认为必须明确三个概念：一、什么是单品品牌?二、什么是国家品牌?三、单品品牌如何打造成国家品牌?

1. What is

The enterprise carries on the economic activities such as production, circulation, service and so on with the single product as carrier, and produces or services to meet the needs of the society. It implements a profitable economic organization which is operated independently, independently accounting and established according to law, and brings an intangible asset to the owner, which creates premium and establishes trust relationship. The scope of single brand operation is relatively narrow, and the overall comprehensive strength is relatively weak, which may not be the strongest in the industry, but it must be professional, dedicated and perfect.

Two, what is the national brand?

National brand refers to the overall image of a country in the eyes of other countries in a certain period of time. It includes not only the "soft products" of the physical form, but also the "soft products" of non physical form services, tourism, investment environment, cultural tradition, government management, residents and so on.

The national brand is actually a plan to win the national reputation and gain the trust of the outside world. To shape the national brand is to extract the fine characteristics of the country and pform this characteristic into a solidified image recognized by the world, thus becoming a business card for the publicity of the national image.

Three.

(1) in terms of Ideology: entrepreneurs should change from the entrepreneur to the thinker and the brand planner, changing from paternalistic culture to corporate family culture. From the past rich to the rich, the world will be pformed from extensive management to meticulous management, from the single values of the small family culture to the modern values of all cultures; the pformation from Chinese manufacturing to China; from paternalistic leadership with Chinese characteristics to integrated management in the West and China, from the intuitive thinking in the past to the pformation of strategic thinking today.

(two) in terms of management: the main body of innovation in the country is the enterprise, and the state is in pition. The enterprises need to pform urgently, pform from manufacturing economy to creating economy, improve efficiency continuously, create new value continuously, pursue efficiency from realization process to standardization, pursue quality, realize continuous optimization and differentiation of process, drive culture with science and technology, and drive traditional industry mode with culture; this is a rule of pattern.

At the same time, entrepreneurs should also pform, and every entrepreneur and enterprise manager should find out the management rules, make use of management philosophy and advanced management methods to continuously carry out management practices, improve management processes and management systems, continuously accumulate and explore, open up the global vision, speed up independent innovation of enterprises, create cultural and creative industries, create cutting-edge brand operation agencies, adhere to the road of independent innovation with the unique thinking or forward-looking behavior of enterprises, and create new situations of China's single brand operation by "knowledge innovation, technological innovation, management innovation, mode innovation, cultural innovation and system innovation", and form a set of Chinese mode of management.

(three) in terms of brand: breaking the traditional management system of Chinese brands and establishing a scientific and long-term mechanism mode.

(four) in terms of social responsibility: we should make our products and services well, make our employees satisfied, satisfy our customers, create value for our customers, take responsibility for the society, resist temptation in execution, dare to sublimate in negation, dare to create ideas, have motivation, have a sense of mission and responsibility, and closely link individual interests of entrepreneurs, interests of enterprises and the destiny of nations. In order to truly internationalize national brands, we must first let enterprises undertake social responsibilities, establish the concept of international responsibility, and incorporate social responsibility into enterprise strategy.

In short: the country is constantly strong, and the enterprises are developing rapidly. Today's competition is not regional competition, but also the competition of globalization. Today's brand is not individual brand, but national brand. The single brand brand can only be built into a national brand so as to create an innovative pattern so as to adapt to the trend of brand development.