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Recently, the China Industrial Awards was formally established. According to the organizers, the goal is to strive to create 1,000 Chinese famous brands and 10 world famous brands in about 10 years. The establishment of this national award means that China’s brand building has begun to accelerate. At present, brand-name and brand-name strategies are unprecedented in our hearts. Enterprises are concerned about brand names, consumers are concerned about brand names, and governments at all levels compete to implement brand strategy. It seems that we should think about what we should cultivate brand names. What are the basic points? The starting point of the brand name is quality in China, and the brand-name business derives from the China Quality Miles activity and develops. In 1991, the State Council called for the launch of a quality variety benefit year across the country. At the time, Ai Feng and others who served as editorial board members and heads of the Ministry of Economic Affairs in the People's Daily, planned the China Quality Tour in China and received the support of Zhu Qiji, then vice premier of the State Council. The outstanding feature of China's Quality Miles campaign is the flag of holding high and making bad governance. Formally launched after the Spring Festival in 1992, it immediately had a huge social impact. Comrade Zhu Keji instructed in a report: China's quality journey, a hit, reflecting very good, gratifying. I have already reported to the General Secretary, the Prime Minister and Bo Lao. Comrade Li Peng said: Well done, the vibration is not small. We hope to make persistent efforts to promote the annual activities of quality varieties. Surprisingly, some of the most responsive companies are brand-name companies, because fighting fakes is a matter of security! Brand-name companies want to be able to get this protection often. As a result, the Quality Miles Initiative has established a policy of promoting counterfeiting, treating bad and promoting excellence. As a result, the establishment of a famous brand protection organization - a well-known trademark protection organization, aims to four words: create brand names, promote brand names, protect brand names, develop brand names. On June 26, 1992, the establishment of a well-known trademark protection organization was held in Beijing and a “brand name declaration†was issued. This can be considered as the starting point of China’s brand-name business. In April 1994, the brand-name strategy seminar held in Hainan was the first time that the concept of brand strategy was clearly proposed. Later, when the State Council formulated the Outline for Quality Rejuvenation, it specifically included the implementation of the brand strategy and the promotion of national industries as one of the most important contents. The brand name issue spurred one of the loudest strings in China’s economic life. As a result, it received the support of the central leadership and various government authorities, and many brand-name companies actively participated. Quality is the root of brand name Market economy is an exchange economy. People trade products. The pros and cons of the product are the quality. Therefore, the market economy is a quality-oriented economy. Quality is the most important reputation. Therefore, successful businesses abide by real materials, exquisite workmanship, genuine goods, childlessness. Product quality is related to the company's life and death. To improve the competitiveness of enterprises, we must first continuously improve product quality and enhance the quality of credibility. To grasp quality, we must start from the source. Here are two examples. For the first time this year, BYD was selected as a Chinese brand-name product. The company began to focus on product quality from the research and design stage. Quality staff supervises the designer. The design department, the quality department, and the customer service department have at least three departments to verify the product. The most famous product of a customer, they have been modified ten times. In order to enable raw materials to truly guarantee product quality, some companies have invested heavily in research and development of raw materials. The raw materials used by manufacturers who generally do monosodium glutamate are corn, which also uses sugar, and the Lotus Monosodium Glutamate Group uses wheat starch as sugar to produce monosodium glutamate. It is said that this is the first in the world. To this end, the company invested more than 300 million yuan to carry out technical research and equipment updates. After using wheat as raw material, the product quality has made a new breakthrough. The purity of MSG has reached 99.7%, which is much higher than the quality standards of 99% of the counterparts and the country. At present, the entire country is developing brand-name strategies, and all are nurturing brand names. Guangdong, which has the most developed market economy, actively promotes the activities of quality revitalization, quality revitalization, and quality revitalization. What does this mean? It shows that the Guangdong people have grasped the fundamentals and achieved practical results. The brand name comes from the product brand recently. Some people compare the Chinese brand-name products currently selected by us as golden egg brand names; the world famous brand is a golden chicken brand that will lay golden eggs. The essence of this question is how to understand the relationship between a business name brand and a product brand. The so-called trade name brand, also known as the company brand. The relationship between the company brand and the product brand is somewhat like the relationship between the total brand and the sub-brand. There is no doubt that the Chinese brand-name products currently selected by us are product brand names. According to the AQSIQ's explanation, the selection of China's brand-name products is currently focused on product quality, technology, market share and other aspects of review, assessment, the main criteria are high quality, high credibility, high visibility, high market coverage and high efficiency, etc. . Compare the brand name of a product to a golden egg brand, which is also quite an image. The problem is that the trade name brand is the sublimation of the product brand. To build a company brand, we must begin by nurturing product brands. With the Golden Egg brand, you can hatch the Golden Rooster brand. Indeed, building a corporate brand directly is a short-cut to corporate development. However, the brand's growth is regular. The growth of brand enterprises basically goes through such a process (in Haier as an example): The first step is to create a product brand from a successful product (such as Haier refrigerator); the second step is the main brand of the company's product (main brand ) Gradually evolved into the company name and became the company brand (Haier brand); The third step is to use the same brand to develop related new products (to launch Haier washing machines, Haier air conditioners and other home appliances); the fourth step, with the market Segmentation, continuous development of new products, introduction of differentiated brands, serialization of the main brand (Prince, Princess, etc.). Since Haier is a corporate brand, its related products are also trusted by the market. In general, for consumer-type companies, the formation of their corporate brand mainly comes from product brand success.