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Chinese Brands: Necessity of Putting on Air and Keeping a High Profile

07-31-2013 14:15 BJT

  Zhang Mowen, Board Chairman, Zhangmowen Marketing Inc.

  At this age of full media, Chinese brands will not go far if they keep a low profile. In this case, they need to put on air and keep a high profile instead. This means they need to advertize themselves on leading media to win high sense of credibility and promote themselves in and bound to the big events conducted by leading media for a shocking effect.

  Legendary Brands on CCTV

  A number of brands, such as Wahaha, Quike, Golden Rooster Capsule and Panpan Food hitting 5 billion yuan of sales volume, all find their answers of success in their strategic advertising on CCTV in recent years.

  An enterprise is surely eager to build up its big name. When selecting the media, enterprises will focus more on three powers, miracle influential, public credibility, and powerful marketing. These powers can only be find in CCTV.

  TV Media Entering an Efficiency-pursuing Age

  We find and entrepreneurs also think that the efficient media contributing most to Chinese brands are TV and outdoor media. Many cases have proved that the endorsement of brands advertised on CCTV saved a number of second and third-tier brands. Endorsement of CCTV high-quality resources paves the way for big Chinese brands in the new time.

  CCTV in the Eyes of Entrepreneurs

  Entrepreneurs involved think that the viewing rate of CCTV is universally underestimated. However, its advertising resources have an extremely high value. Just as the manager of Quike Pharmaceuticals says that CCTV holds the brands at a highland, without which the brands cannot release their noble identity.

  On four joints that CCTV and brands have found their common ground, i.e., brands with big event, sports, celebration and public interests. A sound joint makes a goal. In the eyes o entrepreneurs, CCTV acts as the big brand engineer and has a high positioning that is dubbed as “Knowing China by Watching CCTV”. Every event is fully used to generate power of influence as big brands needs.

Editor:姜丽 |Source: CCTV

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