Be intelligent and want all that glitters

As an old Chinese saying goes, fair skin covers the multitude of sin. Inside the gorgeous appearance is a chaotic state. 

The words passed down by the ancestors are aimed at teaching us that the external appearance should not be put much emphasis, and the cultivation of the internal intelligence is more important. However, many people misunderstood the saying, thinking that only if one can be intelligent, everything will be fine. 

When the same principle is deduced to the actual development of the enterprises, I think that if an enterprise wants to exist and develop in the current strong market competition, it should not only be intelligent, but also need things that glitters. For example, when a man wants to marry a woman, if the choice is alternative from either beauty or intelligence, most men will choose the latter one, except for the millionaires. According to this logic, if now the man has an intelligent wife, what is his expectation for his wife? 

If I were a man, to be honest, I wish my intelligent wife to be elegant, with decent gestures and expressions. Breathtaking appearance is not necessary, but an unkempt ugly woman can not be accepted.

Now we match consumers and enterprises to the relevant roles. Obviously, consumers match the man and enterprises match the wife. From that we can infer that the technology, the quality of products, the culture and things like that, are the intelligence of an enterprise. The brand image relates to the appearance of the enterprise.

More and more enterprises begin to attach importance to creating their brand image. What effect will a good brand image bring to an enterprise? First, a good brand image enables customers to easily recognize the products and services that they need, and eliminates the doubt to the new products, because that the products of the same brand have the equal quality in principle. Second, for marketers, a good brand image of an enterprise helps it increase the market share and decrease the price elasticity. It also helps for the broadening of the product combination, advertisement and display plan. As is evidenced, a brand has great influence, and the concept of brand strategy management is created at this moment.

SUN Jiawei