Daren Yao: Brand is the Sustainable Asset of an Enterprise

Many Chinese enterprises are very financially and often appear on the fortune list, but they do not form the corresponding global influence. Over the past two years, Interbrand global brand top 100 enterprises list, China only HUAWEI, Lenovo finalists. This is because of the high degree of marketization of the brand, if a certain brand, such as monopoly and other non market factors and generate high returns, then it can not be counted as a real strong brand.

Brand value directly brings commercial value, and the world's best brands are reflected in the market valuation. A large number of data shows that the market growth performance of the companies listed on the Interbrand list are better than those of the MSCI index and the S & P index. Brand is the final impression in the minds of users and the embodiment of comprehensive factors. Brand experience components include: products and services, environment and channels, people and behavior, communication and communication. Among them, any short board may cause great loss of brand image or brand value. So to do business, do the brand very careful. Brand is the most sustainable asset in the future.

In recent years, the world's top 100 brand development, the following five trends worthy of attention:

The first, the brand definition is more focused and integrated. The faster the diversification of the enterprise, the clearer the brand definition should be. Some enterprise diversification, but it was difficult to find the core; some enterprises grow quickly, but not the entrepreneurial spirit; some enterprises are facing more and more competitive, especially in cross-border competition, I do not know how to reshape the brand positioning. Google, Microsoft, and BMW all redefine brands from a focusing perspective.

The second is to understand the data, but also to understand the user. Excellent brand is not for the data and the data, if there is no data to user demand is foolhardy. We say that users of this data, that data, in fact, we have to achieve large data applications still have a long way to go. Around these data itself, its significance is to bring the final value for the user, so its core is still human, otherwise, all products and services will lose the most basic basis.

The third is to expand cross-border cooperation, continuous innovation. Now cross-border is no longer two enterprises cooperation, may be more extensive. For example, HTC and Nike jointly make a product, to help people in sports better health monitoring; such as the beneficiaries of economic cooperation and sharing Airbnb Holland airlines, Holland Airlines cabin are rented out, help them cross the way to fully show the innovation ability. In the future, we may be limited to our own imagination, and we do not know whom to cooperate with.

The fourth, creative design is an important tool to create value. Originality is not exclusive to advertising companies. Creativity exists in every link of enterprise production (service). Microsoft has produced a variety of safety products, but how to explain different security levels with consumers, their creativity that explains with four watchdog performance help. As artificial intelligence and virtual reality devices have greatly increased the possibilities of creativity, they have created many ways to create the possibilities we want to create.

The last one is the brand response fast, and pay attention to personalization. Starbucks invites consumers to draw together my cup every year around the world, causing customers to interact and create content, which is much better than one-way advertising. Adobe introduces different APP applications to artists, designers and industrial designers in the hope of providing faster, interactive and personalized services and products.