Why is it that only Benny Road suffers in Crazy Stone?

"Crazy Stone" made a real fire last year. As an investor in the film, Andy Lau also made an embedded advertisement for the film on his behalf. In the film, not only does Benny's brand logo appear multiple times, but also a stupid thief: "I'm a brand-name product, Baleno!" is even more widely circulated.

Andy Lau wanted to make a smooth flow of human relations for Balneco on his endorsement, but this time he was tempted to let the management of Baleno not be happy. Because of this line, the white-collar workers in the Mainland could not wait to cut their robes with Baleno. Benny Road, which was a fashion brand yesterday, may today become a tasteless stall to be worn only by the “little thief”.

Benny Road, it is also Chengde Andy Lau, defeated Andy Lau.

In fact, in "Crazy Stone", the brand mentioned is more than a Baleno? The NOKIA mobile phone desperately texting from the hotel attendant to the Coca-Cola used by the crook. It is reasonable to say that these movie plots have some mocking factors in them, but they have not had any negative impact on the brand image of Coca-Cola and NOKIA. Why is it that only Benny has suffered a brand crisis?

Why do foreign brands have nine lives, local small brands can not afford to toss it?

Is Baleno a small brand? Faye Wong, Andy Lau, F4 and other big-name stars were once the brand spokesmen for Benny Road. Most commercial pedestrian streets in large and medium-sized cities in China have Benny's stores. It also has a resounding foreign name, which is also a “brand”. However, there is a big difference between "brand" and "brand". Compared with international brands such as Levis, LEE, and JACKJONES, Baleno is only synonymous with good quality and low price in people's minds. Most people are wearing Benny Road. To Levis.

The crisis is not so much a negative effect as “Crazy Stone”. Rather, it is that Baleno itself has inherent dangers in the strategic planning and management of the brand, and the movie is nothing but a fuse. Most of the local brands have a short growing time. In terms of brand image construction and influence, most of them lack relevant awareness and rely solely on overwhelming advertisements to increase their popularity. This is precisely why domestic brands often cannot survive the crisis.

Domestic companies generally lack long-term plans for brands and lack the connotation of brands. Benny Road is one of the earliest brand-conscious companies in the domestic apparel industry, but has not continued to deepen brand building for many years. Although its brand spokespersons are all heavyweights, they lack a distinctive brand image for a long time. Little resonance. When we saw the Baleno shops across the street, we didn’t think of the reason why we could not buy them; when we thought of the Baleno brand, we didn’t jump into our minds with a distinctive character. This allows consumers to be loyal to their brand, and a few storms will leave.

In the long-term planning of brand building, establishing a complete crisis public relations system is very important, because in the course of business operations, market opportunities and market crisis coexist. If excellent brand management can enhance the value of the brand, then the rapid and effective public relations of the crisis is undoubtedly an amnesty for the brand when the crisis strikes. Conversely, if there is no effective crisis management mechanism, facing a sudden crisis will be at a loss, accelerating the spread of the crisis and damage to the brand.

It is precisely because of the neglect of brand building and the lack of crisis public relations capabilities, when Benny Road encounters a brand crisis, it is as fragile and helpless as a boat in a storm.

Contrast with Baleno, the foreign fast food giants McDonald's and KFC have repeatedly exposed the Sudanese and oil filter scandals in recent years. The recent illegal employment problem has once again become the focus of the media, but even if they themselves admit that there is a problem, they have not. How much impact on his image, Colonel Uncle McDonald and KFC continued to be busy with some money.

Of these factors, there are of course factors affecting foreign consumers, but it cannot be overlooked that foreign companies have long-term focus on brand image construction and crisis public relations, so that they can safely weather the crisis. Large international companies have a complete brand management mechanism. When encountering a brand crisis, they can respond quickly and effectively, and control the impact of the crisis within a certain range, thus minimizing damage to brand image in crisis. .

Those who do not seek the overall situation are less devoted to one domain; those who do not seek the eternal world are less likely to seek one. In the era of economic globalization, the most valuable assets of Chinese companies are not factory buildings and equipment, but strong brands. From the brand awareness to the brand loyalty, the long-term efforts of the operators are needed. There is still a long way to go for Chinese local brands. Believe that at that time, Baleno will no longer have to worry about being ridiculed by the thief!