Louis? Louis Vuitton, Chanel, Dior, Gucci, Tiffany, Prada Prada, George? Armani Giorgio Armani, Cartier Cartier, Versace, Hermes? Hermes
International brand refers to a brand with high popularity and reputation in the international market, and its products radiate all over the world. There are many kinds of international brands, such as cars, jewelry, fashion brands, watches, cosmetics, furniture and so on.
International brands mainly have the following characteristics:
1, with wide popularity, awareness, reputation, preference, satisfaction and loyalty. , rather than superficial and general "three degrees"-popularity, reputation and loyalty.
2. It has great economic value. Brand value is the only criterion to measure the economic benefits brought by international brands to holders.
3. The international market share is high and the market is global. International brands can be called "stateless brands" to some extent. It takes the world market as the stage, uses the resources of many countries, invests in many countries and carries out marketing activities in most countries in the world.
4, with a high degree of ability to transcend geographical and cultural boundaries. Behind the brand is culture. The popularity, quality awareness, association and loyalty of international brands naturally come from the inherent quality and performance of the products represented by the brands. At the same time, the cultural connotation and charm of the brand bring great enjoyment to consumers, which is the value that consumers are willing to pay for the brand. The rich connotation of brand culture supports the brand's popularity and reputation, which makes the brand's influence go deep into consumers' hearts and put it into consumption actions, thus enhancing consumers' loyalty to the brand.
5. Have a complete global brand planning. One of the most critical factors for the successful development of multinational companies or groups is to have a perfect brand management organization system and professionals who formulate a unified brand strategy.
6, with a high degree of intellectual property protection ability. The direct embodiment of intellectual property protection is the value of brand. A good brand not only needs to be created, but also needs to be carefully protected, and the most powerful guarantee is the protection of intellectual property rights. Multinational companies with internationally renowned brands usually rely on their own or alliance resources to carry out large-scale technological innovation and obtain as many patents as possible; Under the background of internationalization of intellectual property rights, these companies operate patents by combining control and transfer; Patent strategy and business strategy cooperate with each other to serve its global market strategic objectives.