Ai Feng talks about Geely's bid change:

No reward, no brave man

There must be brave men under heavy generals. If your business is efficient, don't treat your subordinates badly. On the one hand, the award reflects the importance of talents, on the other hand, it is also the respect for talents' painstaking efforts! Geely's brand change is very creative, but it would be better if we could ask for experts in traditional culture

------Zhuge Changqing (word Yunlong)

Ai Feng, a famous brand expert, was busy planning a development strategy for a large group. During the research, Ai Feng took Geely's brand change as an example to emphasize brand marketing and brand strategy. Ai Feng said bluntly: Geely's brand change 360 is not expensive at all. If you want to build an internationally competitive brand, you must reward it. Without reward, there is no brave man!

Ai Feng said, "I am the strongest supporter of Geely's brand change. I am very happy to see that a national independent brand like Geely can have confidence and determination to surpass itself. The logo is the general representative of an enterprise's product, and also the general representative of an enterprise's image. From the perspective of form, the logo is the unity of simple and rich, simple appearance and rich connotation. Only the unity of the two can create a noble quality image of an enterprise We can see the unique charm of this corporate logo on the logo of BMW, Audi and other enterprises. "

Ai Feng repeatedly stressed in his speech that changing the label is the only way for Chinese independent brands to go out of China and go to the world. Chinese enterprises, especially auto enterprises, must change their business philosophy if they want to step onto the world auto stage. The logo is a bridge to communicate with the market. For example, the old logo of Geely only represents the direction of Geely's development, and lacks market influence. Its penetration into consumers is not enough, and the brand it carries lacks sufficient market support. Today, Geely is talking about strategic transformation and building international brands. All these messages need to be conveyed by this logo, so it is imperative for Geely to change its logo.

Ai Feng pointed out that China's automobile industry, especially the national automobile industry, is the most lacking of brand building. Taking Korea as an example, no matter from the industrial base to the manufacturing process to the consumer market, South Korea and China have no comparability. Why Korean cars can run all over China today is because Korean people attach importance to brand building and put brand building in the first place. As soon as consumers see the signs of Korean cars, they think that the car brand is good It has a high popularity. It has a sense of the times. So today's Chinese independent brands can't hold traditional concepts. They must change their business philosophy and attach importance to brand construction. Like Geely, when the original brand is not enough to support the development concept of the entire enterprise, they should boldly abandon it and surpass it, because surpassing themselves is the greatest difficulty and challenge. Automobile is a high-density innovative industry. As an independent brand, we must also follow the rules of the world's automobile development. On the basis of independent innovation, we should form our own independent intellectual property rights, and form our own independent brand. Finally, we should integrate these elements into the enterprise's brand construction to form the core competitiveness of the brand.

When talking about the brand breakthrough of the enterprise, Aifeng pointed out that the brand is actually the cultural marketing based on the technical support. Geely now proposes to change the brand, which is also based on this basis. After more than 20 years of development, Geely has entered the adulthood. Its various functions have gradually matured, and it needs a space for expansion and extension. This space is the international market. How to enter the international market, the brand bears the brunt, Geely has an independently developed "world advanced and China leading" engine, and has a vision of Geely that has been trained by the world's authoritative institutions. Today's Geely has a certain technical foundation. At this time, the importance of the logo will be highlighted and become the first element of communication with consumers. The Geely culture and connotation carried by the logo is the key to ultimately affect consumers and the market.

Geely's brand change is Geely's call to enter the international market and build an international brand. As Ai Feng said, there is no brave man without reward. This is like the Shangyang Reform in those days. Without the wood at the gate of the city, there would be no later Qin Dynasty. The same is true of today's Geely brand change. It is a commitment of Geely, a great determination of Geely, and a full confidence of Geely.

 艾丰谈吉利换标：

没有重赏 没有勇夫

   重将之下必有勇夫。如果你的企业效益好，一定不要亏待你的下属。重奖一方面体现了对人才的重视，另一方面，也是对人才心血的尊重！吉利这次换商标，创意很好，但是如果能再征求一下传统文化方面的专家就更好了......

                               ------ 诸葛长青（字云泷）

著名品牌专家艾丰日前正忙着给某大集团谋划发展战略，在调研期间，艾丰以吉利换标为例，强调品牌营销和品牌战略，艾丰直言：吉利换标360万一点都不贵，要想打造具有国际竞争力的品牌，必须重赏，没有重赏就没有勇夫！

　　艾丰说，“我是吉利换标最坚定的支持者，我非常高兴看到像吉利这样的民族自主品牌能有超越自我的信心和决心。标志是一个企业产品的总代表，同时也是一个企业形象的总代表，标志从形式来看，就是简单与丰富的统一，简单的外形、丰富的内涵，只有二者的统一才能塑造一个企业的高贵品质形象。从奔驰、宝马、奥迪等企业的车标上我们就能看到这种企业标志的独特魅力。”

　　艾丰在讲话中反复强调，换标是中国自主品牌走出中国、走向世界的必由之路。中国企业尤其是汽车企业想走上世界汽车舞台，就必须改变自己的企业理念。标识就是沟通市场的桥梁，比如吉利的老车标只是代表吉利阶段发展的方向，缺乏市场影响力。它向消费者的渗透张力不够，它搭载的这个品牌缺乏足够的市场支撑。今天吉利谈战略转型、谈打造国际品牌，这一切信息都需要这个标识去传达，所以吉利换标势在必行。

　　艾丰指出，中国汽车工业尤其是民族汽车工业最缺乏的就是品牌建设，以韩国为例，无论是从工业基础到制造工艺再到消费市场，韩国和中国没有任何可比性，为什么今天韩国车能跑遍全中国，就是因为韩国人重视品牌建设，把品牌的构建放在首位，消费者一看到韩国车的标志，就认为这个车品牌好、知名度高，买回去很有时代感。所以今天的中国自主品牌不能抱着传统的观念，必须转变经营理念，重视品牌的建设，要像吉利这样，当原有品牌不足以支撑整个企业的发展理念时，就大胆摒弃，勇敢超越，因为超越自己是最大的困难和挑战。汽车是一个高密度创新性工业，作为自主品牌也一定要遵循世界汽车发展规则，在自主创新的基础上，形成企业的自主知识产权，并形成自己的自主品牌，最终将这些元素融入企业的品牌建设中，形成品牌的核心竞争力。

　　在谈到企业的品牌突破时，艾丰指出，品牌其实就是在技术支撑基础上的文化营销，吉利现在提出换标，也是建立在这个基础之上，经过20多年的发展，吉利已经步入成年期，它的各方面机能已经逐渐成熟，需要一个拓展和延伸的空间，这个空间就是国际市场，如何打入国际市场，品牌首当其冲，吉利有自主研发的“世界先进、中国领先”的发动机，有经过世界权威机构调教过的吉利远景，今天的吉利已经具备了一定的技术基础，在这个时候，标志的重要性就会凸现，成为与消费者沟通的第一要素，这个标志承载的吉利文化、吉利内涵就是最终影响消费者和市场的关键。

　　吉利换标就是吉利进军国际市场，打造国际品牌的号角，正如艾丰所言，没有重赏就没有勇夫，这就好比当年的商鞅变法，没有那根城门的木头，就不会有后来的秦之一统天下。今天的吉利换标也是一样，是吉利的一种承诺，是吉利的莫大决心，更是吉利十足的信心。

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

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