Forum promotes 'brand competency index'
By Li Zengxin (Chinadaily.com.cn)
Updated: 2006-07-13 15:55 A Brand Promotion forum was held at Shanghai Jiao
Tong University on June 28. More than 300 local journalists as well as those
from of the Brand Promotion Campaign, academics, executives and government
officials attended the forum.
University party chief Professor Ma Dexiu, assistant to the minister of the
Ministry of Commerce Huang Hai, Shanghai municipal government vice
secretary-general Xu Jianguo all greeted the audience and made speeches on the
theme of 'brand strategy and urban development'. Xu made clear his own
understanding of brand development and suggested that a new urban positioning
requires a new brand structuring. Executives from Hongshuangxi, Jinjiang
Holdings, Shanghai Electrics also presented their opinions during the meeting.
President of the Antai Economics and Management College of the university
Prof Wang Fanghua, chief of the Institute of Brand Studies and secretary in
chief of Shanghai Brand Promotion Center Professor Yu Ming and director of the
Brand Studies Center of the University of Columbia Professor Schmitt reached a
consensus that brand competency, rather than value, is the core problem of
branding strategy.
Brand value, no matter how big the figure might be, may not be realized if
transaction does not occur, said Professor Yu. It is meaningless without
comparison on the market. Brands need a carrier and conditions for transfer. Yu
introduced a new concept supported by Shanghai Jiao Tong University and the
University of Columbia; brand competency. Brand competency is composed of the
abilities or strengths of creativity, quality control, marketing approaches,
image proliferation and cultural heritage.
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