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品牌,作为现代国际经济体的生力军,无疑是国家形象与地位的象征,被人形象地称之为一国的国家名片。品牌越多,表明国家的经济实力越强。说中国与国际品牌无缘,毫不过分。不必说美国《商业周刊》与Interbrand公司联手推出的年度“全球最佳品牌100强排行榜”中,多年来一直没有任何中国品牌的身影。也不必说目前我国产量居世界第一位170多种商品中少有世界级水平的品牌。仅看看最新一期(2006年第9期)《商业周刊》公布的“全球最佳品牌100强排行榜”和“中国品牌20强”排行榜,就能看出中国品牌的价值。中国移动虽然以251．1亿美元品牌价值高居中国最佳品牌榜首,但小于“全球最佳品牌100强排行榜”榜尾17亿美元,是榜首的可口可乐670亿美元的37％。中国已经成为世界第三大贸易国,但是出口名牌很少,是典型的“制造大国、品牌小国”。品牌,中国企业家的心头之痛,中国政府的心头之痛,更是中国人民的心头之痛。但什么是品牌?一个品牌的创立需要怎样的土壤和环境,需要多少人的努力和矢志不渝的追求?它的核心价值是什么?
The brand, as a modern force in the modern international economy, is undoubtedly a symbol of the country’s image and status. It is eloquently called a country’s national business card. The more brands, the stronger the country’s economic strength. It is not too much to say that China and international brands are not in the same position. Needless to say, in the annual “Best Global Brand 100 Ranking” jointly launched by the “Business Week” and Interbrand, there has been no Chinese brand for many years. Needless to say, China’s current production ranks the world’s first 170 brands with few world-class brands. Looking at the rankings of the “Top 100 Global Brands Rankings” and “Top 20 Chinese Brands” published in the latest issue (No. 9 in 2006) of Business Week, we can see the value of Chinese brands. Although China Mobile tops the list of China’s best brands with a brand value of US$25.11 billion, it is less than US$1.7 billion at the bottom of the “Global Top 100 Brand Rankings,” and it is 37% of Coca-Cola’s 67 billion US dollars. China has become the third largest trading country in the world, but it has few export brands and is a typical “manufacturing country and brand small country.” The pain of the brand, the heart of Chinese entrepreneurs, and the pain of the Chinese government, are the pain of the Chinese people. But what is a brand? What kind of soil and environment does the creation of a brand require, how many people’s efforts and unswerving pursuits are required? What is its core value?