Recently, Changan Automobile Group has officially announced a new brand logo of its own car, and stated that in the future Changan’s own-brand sedan products will adopt this new logo. After the launch of Changan's own-brand sedan logo, the Changan Group's brand structure has become very clear. That is, the original brand logo favored by consumers will only be used as the brand logo of Changan Mini Vehicle. The new brand logo will be used as the brand logo for Chang’an to enter the car category. The relationship between the two in the Changan brand structure coexists, and they will play their unique and important role in the development of Changan Group in different fields.
Coincidentally, it seems that 2006 has become a "changing year for home appliance companies." On June 19th, the Skyworth Group changed its mark for the first time in 18 years. In the past, the red, yellow, blue, and tugao signs left the stage of history. Instead, they were replaced with blue tone and plain text logos, and capital letters were changed to lowercase. This is called "internationalization." The United States and Skyworth coincide, the new standard is not only the same blue tone, but also to the principle of simplicity. Also eager to "changing face" is Changhong. In the Beijing Subway, blogs featuring celebrity Xu Jinglei as the protagonist of the “Changhong Happy Life C†poster are all over the place.
At first glance, the rebranding of companies is like an epidemic, but the author believes that this is by no means deliberately hype by the merchants. It is a wise move by companies to actively adapt to changes in the new domestic and international markets, and is also a way for companies to internationalize. A "required course" for survival and development. Then, in the face of these companies changing bids, should China's spare parts enterprises take precautions as soon as possible and come to a new "rebranding revolution"? The author believes that the answer is affirmative and inevitable.
First of all, rebranding is an inevitable result of the change in corporate strategy and changes in the industrial environment. With the global buyers’ eyes gathering in China, the shift of global manufacturing centers to China with cost advantages, and the further localization of joint ventures, the domestic parts and components industry will face a “reshuffle†of mergers and reorganizations. The weaker companies are bound to be eliminated. At present, for the domestic parts and components companies, the industrial environment and corporate strategy have reached a “juncture†in transition, and the model of relying on domestic demand to drive the scale of the industry has also come to an end. The export market has become an important focus of the company. Therefore, the brand strategy and market strategy of domestic auto and parts companies, including logos, must change with the changes in the international industrial environment.
Secondly, changing bids is a "required course" for China's spare parts companies to update their business concepts and expand overseas markets. Although the story of company rebranding and rebranding are different, companies that have taken this step face the same challenge — they must reshape their brand connotation. Some analysts pointed out that changing the mark is not just a face-saving project. Whether it is taking the road to internationalization or pursuing a diversification strategy, it is essentially an internal force project. It is understood that the VI adjustments of internationally-renowned big brands such as Samsung, LG, and Sony all evolve and innovate as the market develops. The industry believes that home appliance companies have adopted new brand strategies, the core is to establish a more international brand image, lay the foundation for further beaching overseas markets.
At present, the logo design concepts of most domestic parts and components companies are aging, and they are graphical. The company's self-performance is the main concern. Consumers are also mainly domestic and consumers are far away. Therefore, a new trademark must first come out of a complete "revolution", and must fully reflect the sense of tolerance and intimacy. It must strongly reflect the development trend of the world brand of "simple application, perceptive affinity, and the use of words and symbols".
Again, changing the mark is an "inevitable path" for Chinese parts companies to reshape their image and actively integrate into the international market. According to statistics from the Ministry of Commerce, China’s auto exports entered a period of rapid growth in 2000. In the first half of this year, exports of automotive and component products continued to grow. However, the domestic parts and components companies must completely rectify the image of “low-end products with labor- and material-intensive products, low technological content, and low value-added products†in the international market, and must reprocess the corporate brand image. And shaping, if necessary, it will be achieved by changing the mark.
The corporate logo is a symbol of a brand, and it is also an intangible asset. The effect of the rebranding is directly related to the survival and development of the company. Therefore, companies should make detailed preparations before the rebranding, and control the risks brought by the rebranding to a minimum.
The author believes that since the rebranding is a "necessity" for industrial strategic transformation, it is a "requisite" for enterprises to get rid of the old image, and is an "inevitability" for companies to actively integrate into the international market. Then, the domestic parts and components companies should be like Chang'an and take precautions. In this "refreshing" and "revolutionary" in the "revolution" for the initiative.