商英阅读专题.pdf

1. Brand Value The concept of brand value, or brand equity, is still relatively new in China. As local brands have increasingly had to both compete with each other for consumer attention and face competition from foreign brands, so the growing importance of advertising has come to be realized. At first, Chinese brands appeared only to understand the concept of saturation advertising. However, advertising is now becoming increasingly sophisticated and targeted. The need to better target the consumer has been a hallmark of many successful brands whether it be Legend s range of affordable computers with bundled software, Hongqi s better designed vehicles or Erdos s closer attention to garment design. All the major brands have successfully made the shift from the state command economy to a 1 PDF created with pdfFactory Pro trial version more market-oriented economy. Typical of this process within the leading brands is Ni Runfeng, the CEO of Changhong Electronics (a famous brand in China). Ni is still constantly examining the Chinese consumer market closely and is a keen observer of social trends, now targeting