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Brand is always considered as the offspring of western advertisement industry development. However, the earliest brand dated from the early civilization of China and Egypt. Thousands of years ago , some symbols or marks traced by pottery craftsman on the pottery made in China , the livestock with signs on fresco in old Egypt . These were probably the first brand in history.
As time passes, the situation has changed. Nowadays American “Cadillac “,Japanese “Toyto”, German Mercedes-Benz , all of them are proud of themselves owning good quality brand. Comparable to the world-class brand, China national brand is in the shade. It is the reality which we can’t deny and have to face. As the brand globalization comes , the international competition internalizes and foreign brands continuously launch an offensive. In this circumstances ,it is the question that we must answer is : how can China brand meets the foreign brand?
Many enterprises in our country take up the international market wholeheartedly and just consider marching into metropolis. It seems to be on the high ropes but actually not a advisability action. We should notice that China has beome the largest explorering market in the world. China has the population of 1.3 billion, which takes up 20% among the world population. Its speed of consumption expend is quicker than any developed country. Our homeland market is the true chance to develop national brand, especially in the country market with 0.9 billion population.. As well as this reason, many foreign strong brands try their best to revolve China country market.
Quality is life of the brand and the consumers always choose products with a good quality. The products’ quality of China enterprises is not stable. It is difficult for countrymen to build up confidence so that it seriously affects the building of the brand. Therefore, as for these national brands aspiring to challenging foreign brands ,the most important is to improve own products quality. The enterprises must clearly know that 1% vice of the products mean 100% destroys as for the consumers buying products. As long as create the product quality over foreign brand , national brands can stand undefeatedly in the competition.