I have a brand called "Dedon", now playing out the slogan called "national switch, national brand", I hope the gods to help think of a connotation of the slogan description.

The road to a strong national brand

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So far, there is no internationally recognized brand without borders, the brand not only has a national boundary, and represents a country's core competitiveness, national cohesion and national interests. As far as the United States, a major brand, is concerned, even though Coca-Cola, McDonald's, Microsoft, Citibank, Ford and other such brands have been spread all over the world, recognized by the general consumers and brought a boost to the world economy, but who does not know that they are American! Most of the profits they generate also belong to the US.

Yet China, as the world's processing plant, has world-class production and processing capabilities, so why can't it come up with brands that have a Chinese brand? Why can't we engage in more Chinese creativity, Chinese creation, and replace 'Made in China' with 'Created in China'? Regarding China's brand, Mr. Liu Changle, Chairman and CEO of Phoenix Satellite Television, once said that China is a brand-poor country, and even more so, a totemic brand-poor country. Without a strong brand strategy, no totemic brand can be forged; of course, without a totemic brand, no brand power can ever be achieved. Lack of brand support for the country, can only be crowned with the "world processing plant" of the bad name, always at the bottom of the industrial value chain, all the people can only always do multinational corporations sweating "wage earners", and always for others to do the wedding clothes!

The core of national brand is national culture

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"National, is the world's", this applies to all areas, but all those world-famous products, with a deep national imprint, symbolizing a high degree of condensation of the national culture, and can not be imitated by outsiders and the product of creation. The product that cannot be imitated or created by outsiders. Therefore, they are loved by the whole world. When a brand is y imprinted with a certain culture, the influence of the brand will be as powerful as the vitality of the culture. Drawing on, integrating and innovating traditional culture, organically integrating commercial elements with cultural elements, and enhancing industry competitiveness through large-scale operation to realize industrial renaissance under cultural inheritance are the winning secrets of every world-class enterprise giant.

Looking at China's national enterprises, although the brand has been emphasizing the national characteristics, but really find the national characteristics of the product, the product will be given to the national cultural connotations of the few, such as Bawang shampoo, Yunnan Baiyao, such a national personality brand can be said to be one in a million, and the above two brands can be in a few years to the rapid rise of the brand, also based on this. It is a small shampoo, a toothpaste can be the Chinese national culture refined to the extreme, become one of the material carrier of the Chinese civilization, and to maintain its cultural heritage at the same time into the connotation of the times. Especially Bawang shampoo, not long ago, including the fat hair formula, the first black hair formula, dandruff and itching formula and other herbal care secret formula was included in the Guangdong Province Lingnan traditional Chinese medicine cultural heritage protection list, access to "traditional Chinese medicine family" recognized. This has played a positive role in promoting the development of the Chinese medicine industry; it also proves a fact: traditional Chinese medicine through product innovation, reshaping the consumption pattern, can be perfectly integrated with modern life, and can promote the traditional Chinese medicine industry to achieve breakthrough growth. This has to let a lot of Chinese entrepreneurs to reflect on, more worthy of more Chinese national enterprises to borrow sign. Culture as the medium of marketing products, with the help of Chinese characteristics of the product to promote the Chinese culture of the millennium, this complementary relationship is the success of the national brand law.

Three pivot points for the development of national brands:

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Pivot point one:

National support; once upon a time, in order to satisfy the material needs of the people, the state advocates the vigorous development of production, and temporarily leave aside the road of brand building; but time has changed, and the old concepts are not suitable for the development of today's world. The state should strengthen the development concept education for all nationals, reversing the old development concepts, and focusing public attention on brand development. At the same time, the protection of national culture is also one of the key objects of protection, the promotion of Chinese culture, the establishment of national pride and sense of belonging to the traditional culture is the spiritual pillar of the sustainable development of national brands.

Pivot 2:

Enterprise persistence; shopping malls have a famous saying: it is difficult to start a business, it is even more difficult to keep a business; said how many national enterprises. Over the years, the national brand in the heavy locks of foreign capital struggling, in order to control the Chinese market, foreign brands at all costs to hurt people, through the acquisition of war, channel war, price wars and other means of suppression of national enterprises, and most of the enterprises or can not resist the temptation, or can not withstand the blow have been dismounted, the rush to retreat, can be in the water under the rapid wind and stick to the end of a handful of people. But in fact, most of the adversity in the market under the exit of the national brand is not a lack of confidence, more for their own thin, a little setback will be difficult to continue, resulting in all the efforts have gone down the drain.　Existence is valuable, who knows and then insist, will not wait until the wind and sunshine?

Pivot 3:

National support; undeniably, compared with foreign brands, the average strength of the national brand is still inferior to a lot of people to pursue better, better things is no excuse, and even worth encouraging. But for national brands to develop, we need to be treated fairly. National brands are not born than foreign brands, and even national brands are more than foreign brands can not be compared with the deep cultural heritage; as consumers, do not blindly pursue foreign brands, as long as rational, fair treatment of a Qi, has been the biggest support for the national brand!