M y brand journal
By Weiwei Li
Content
• Editor’s letter
• How to leverage Chinese brand?

• Brand positioning

----at the heart of marketing strategy

•...
Weiwei Li 115807760
ca.linkedin.com/pub/weiwei-li/31/904/316/

liweiwei09s@gmail.com
May 8th

How to leverage Chinese brand?

China TOP 50 Brands
http://www.wpp.com/wpp/marketing/branding/the-top-50-most-val...
Successful Chinese brand

May 15th
To answer the queistion: How to leverage Chinese
brand?
I have some ideas:
1)Implement ...
May 22nd
How To Build
Strong
Brand?

Thousands of successful brand
stories prove that understanding
the needs and wants of...
May 29th

Brand positioning---at the heart of marketing strategy






Target market
Nature of competition
How the bra...
Living in an era of hyper change.----Keep an eye on your competitor
June 5th

Article:
Pure boffinry: We peek inside Nokia...
Online luxury retail, which has been growing
rapidly in China, had already reached billions dollars in the
past several ye...
Jun 26th
How to communicate your brand?
——Marketing luxury in digital China (Cont’d)

How are digital technology and conte...
July 3rd
Social
Media

Article:
MOBILE ADS DRIVE FACEBOOK STRONG Q2 PROFIT, REVENUES

http://www.marketingmag.ca/news/medi...
http://www.tudou.com/programs/view/3hS02c6gHG4/?resourceId=0_06_02_99
http://v.youku.com/v_show/id_XNDIyODMzNTcy.html
In o...
July 17th
China’s Online Wal-mart Cont’d

Companies make acquisitions because they wish to grow
and expand their business....
Great brands are not accidents; they are a result
of thoughtful and imaginative planning. Branding
is not for the faint of...
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  • Thanks Weiwei – really nice job. I enjoyed your perspective on branding issues in china. Very well done! 17.5/20
  • My brand journal -weiwei li marked

    1. 1. M y brand journal By Weiwei Li
    2. 2. Content • Editor’s letter • How to leverage Chinese brand? • Brand positioning ----at the heart of marketing strategy • Marketing luxury in digital China
    3. 3. Weiwei Li 115807760 ca.linkedin.com/pub/weiwei-li/31/904/316/ liweiwei09s@gmail.com
    4. 4. May 8th How to leverage Chinese brand? China TOP 50 Brands http://www.wpp.com/wpp/marketing/branding/the-top-50-most-valuable-chinese-brands/ What is a brand & the value of a brand? To answer this question, I first clarify the differences between a product and a brand: Product Sits on retailers’ shelves Quickly outdated Brand Exists in consumers’ minds Timeless Easy to be copied Unique After our first day of brand class, I know that brand is what is experienced and valued by customers in everyday social life. There is a soul of a brand, a distinctive identity that resonates with its consumers. Driven by devise factors, such as the rapidly expanding middle class all over the world, Chinese brands are on the road to global expansion. We all have to admit Chinese brands have potential impact on markets worldwide. Then what should be Chinese brands’ approaches? Cases of plagiarism have been happening in the past several years within China, apparently this is not a good strategy for Chinese brands to be alive in global market.
    5. 5. Successful Chinese brand May 15th To answer the queistion: How to leverage Chinese brand? I have some ideas: 1)Implement local strategies, differentiate themselves from the international competitors. 2)Determine the appropriate media platforms to invest in. Example 1 The first successful Chinese brand comes to my mind is Weibo---- a Chinese version of Twitter. Weibo has firmly established itself as the leading Chinese microblogging platform. To compare with Twitter: Weibo is more of a Twitter-Facebook hybrid than a pure Twitter clone. Collaboration with Taobao, the biggest (B2C and C2C) e-retailer in China, which enable these two parties to achieve online marketing and explore potential in social online shopping.
    6. 6. May 22nd How To Build Strong Brand? Thousands of successful brand stories prove that understanding the needs and wants of consumers and devising products and services to satisfy them are the heart of successful market. How should we build, measure and manage brand equity?  Differential effects Brand equity arises from differences in consumer response. • Brand knowledge Marketers need an insightful way to represent how brand knowledge exists in consumer memory. -brand awareness: The strength of the brand node or trace in memory, measure consumer's ability to identify the brand under different conditions. Many Chinese brands operate on a mass scale and their names may be familiar but few of them have developed strong emotional relationships with their consumers. -brand image: consumers’ perception about a brand  Consumer response to market CHITOPIA Qingyang Liu, a 80’s Chinese girl successfully created a famous brand image without using conventional advertising. CHITOPIA has strong associations to Chinese elements and stamps through its products. The young designer knows that to make sure that some strongly held brand associations are not only favorable but also unique and not shared with competing brands. Unique associations help consumers choose the brand.
    7. 7. May 29th Brand positioning---at the heart of marketing strategy     Target market Nature of competition How the brand is similar to these competitors How the brand is different from them International Brands In China Apple Sees Slowdown in China http://blogs.wsj.com/digits/2013/07/23/apple-sees-slowdown-in-china/ The Cupertino, Calif., company said on Tuesday that its revenue from China fell 14% from a year earlier to $4.6 billion in the quarter ended June 29. The figure, which represents a 43% decline from the previous quarter, marked the first time revenue fell for the region, which includes Hong Kong, China and Taiwan, since the company began breaking out numbers for Greater China in the quarter ended Dec. 29, 2012. My thoughts: (4reasons) •Intense competition from cheaper smartphones that run Google Inc.’s Android operating system •The economy of China is wobbling •The duration between the launch of iPhone 4S & iPhone 5 too short •Apple needs to build more retail stores in China
    8. 8. Living in an era of hyper change.----Keep an eye on your competitor June 5th Article: Pure boffinry: We peek inside Nokia's miracle cameraphone http://www.theregister.co.uk/2013/07/15/nokia_lumia_1020_technical_walkthrough/ My thoughts: Nowadays, the distance from innovation to commodity is getting shorter. Good camera quality may attract small portion of market, however, it is far away from helping Nokia to regain top position in the smart phone market. Why? Nowadays, in the consumer market, the functionality, usability and UI design are the top considerations when people choose smart phone. In the enterprise market, security remains the top concern. My advice to Nokia is: Wake up, Look at what is happening around you!
    9. 9. Online luxury retail, which has been growing rapidly in China, had already reached billions dollars in the past several years. Can such fast-paced growth be a boon or a bane for luxury brands? In my opinion, to luxury brands, such rapid growth is a ”double-edged sword”. On one hand, it enables these enterprises to grow in China; On the other hand, it is hard for these brands to maintain their value. In the digital world, how can these brands keep their service experience? Jun 19th How to communicate your brand? ——Marketing luxury in digital China
    10. 10. Jun 26th How to communicate your brand? ——Marketing luxury in digital China (Cont’d) How are digital technology and content changing traditional channels and how can we benefit from it? A recent study from IBM asserts that, “The next 5 years will hold more change for the advertising industry than the previous 50 did”. Arguably, the ability to master these shifts from traditional marketing to digital marketing is a defining issue for a generation of marketers. Actually, digitization offers possibilities beyond Internet. The opening of flagship store of Burberry is a good example. Burberry China made full of social media to connect with their fans. In addition, the most advanced digital technology allows them to accomplish a fabulous fashion show. Finally, this opening event turned out to be a visual feast.
    11. 11. July 3rd Social Media Article: MOBILE ADS DRIVE FACEBOOK STRONG Q2 PROFIT, REVENUES http://www.marketingmag.ca/news/media-news/mobile-ads-drive-facebookstrong-q2-quarter-profit-revenues-84499 My Comments In my view, social media is changing the way consumers interact with companies and products. So I am not surprised at this news. What I am worried about is the great interaction may result in increasingly pressing issues about consumer privacy, consumer data and marketing intrusion. This issue is not just for Facebook, but for the social media in China. Let’s see how these companies will face this problem.
    12. 12. http://www.tudou.com/programs/view/3hS02c6gHG4/?resourceId=0_06_02_99 http://v.youku.com/v_show/id_XNDIyODMzNTcy.html In one of the 30-second videos a young man waiting patiently in line at the supermarket checkout suddenly sees the shopper in front of him yell for all her relatives to cut in line as she is about to check out. The aggravated young man bursts into a snail and slowly inches toward the checkout. The two other videos show similarly unpleasant grocery shopping scenarios such as carrying heavy grocery bags home and going through tedious product exchange/return processes, but with dramatic yet lighthearted endings. July 10th China’s Online Wal-mart
    13. 13. July 17th China’s Online Wal-mart Cont’d Companies make acquisitions because they wish to grow and expand their business. In making acquisitions, a company has to determine what it feels the acquire brands are worth. In China, Wal-Mart, the world’s largest retailer, has acquired Yihaodian, and treats it as online Wal-Mart. Yihaodian makes full use of WalMart’s complex supply chain system, has become one of China’s leading e-commerce websites. The booming development of e-commerce in China allows urban consumers to place orders online or by phone and to have products delivered to their doorstep all on the same day. This eliminates the inconvenience of having to navigate crowds, standing in long lines and carrying heavy bags home. Yihaodian is a big player in the e-commerce sector.
    14. 14. Great brands are not accidents; they are a result of thoughtful and imaginative planning. Branding is not for the faint of heart -- it takes a long-term investment and the courage to stick to one's guns in the face of short-term sales challenges from one business unit or another. THANK YOU, MIKE, FOR YOUR EXELLENT CLASS. 谢谢! By Weiwei Li THE END

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