In the recent period of time, news of the launch of new logos for self-branded automotive products has continued. Geely took out 3.6 million yuan for 302 days and solicited a new logo for the bird from the east; Great Wall
Motor held a grand press conference to announce the opening of a new logo in the shape of the Great Wall Beacon on new products; JAC last year At the Beijing Auto Show, when the first sedan product was unveiled, it also demonstrated a new five-star vehicle standard; Shuanghuan, Haima, and Changan have all changed their logos. Some companies are propaganda and change of standards. Some companies are obscure and directly use new products on products. What prompted these self-branded companies to start replacing their new logos? The reporter interviewed Jia Xinguang, a famous car critic.
Jia Xinguang believes that the collective brand-changing of self-owned brand auto enterprises is a manifestation of the strategic transformation of enterprises. Since many self-owned brand companies are only eager to have products available at the beginning of production, they do not give sufficient attention to the logo and are not sufficiently considered. Now that the company has developed to a certain degree, it has begun to recognize that the old vehicle standard cannot meet the needs of enterprise development. From the strategic perspective of the future development of the enterprise, it is necessary to replace one that is in line with international trends, has international characteristics, is simple and generous, and has intensions. Car logo.
The reason for the changes to the logo is very large, Jia Xinguang believes that this is mainly due to the current China's own brand automotive companies in the corporate culture is still very confused, and as an extension of the automotive corporate culture - the original logo There is also a lack of tradition and connotation, so even large changes will not have any impact on the company’s brand.
Jia Xinguang believes that a successful vehicle sign must have three characteristics: first it must have clear connotation and meaning; second, it should be easy to identify; once again, it should have the characteristics of globalization. For example, he said that a lot of good logos are simple and have clear connotations. For example, Toyota's logo, Toyota's earliest car logo is composed of three Japanese letters, but because Japanese is not universal in the world, it is not easy to identify, and Toyota later replaced the car logo with the current bull head, meaning clearly. Beautiful and generous, but also easy to identify internationally. In terms of connotation, many simple signs have far-reaching connotation meanings: Mercedes-Benz's logo marked with trifurcations represents land, sea and air; BMW's blue sky and white clouds are inherited from the aircraft manufacturing that the company originally engaged in. Even if BMW later engages in automobile manufacturing, it still retains the company. The history of culture.
The reporter also interviewed several companies that changed the mark. The relevant person in charge of Geely Automobile stated that Geely’s rebranding is due to the fact that with the development of Geely Automobile in recent years, there have been several upgrade models, but people’s knowledge of Geely’s vehicles is still low-end, low-cost economical cars. representative. In order to change this situation, the senior management of Geely Automobile thinks that it must accelerate the change of the target.
?? Great Wall Motor Propaganda Department and deputy general manager of sales company Shang Yugui told reporters that Great Wall Motor believes that Great Wall Motor should continue to develop its overseas market with a new image, and the new car standard should have a deeper meaning. There is also a reason for the rebranding is due to Great Wall Motor's overseas development of overseas markets, the old car mark was registered locally by some local dealers, in order to better develop overseas markets, Great Wall Motor opened a new logo, and the new production from the beginning of November Products, will use the new logo.
There are two points that can be fortunate in the collective change of bids from self-owned branded car companies: First, companies are becoming more aware of their own protection and protection of
Others, and new signs no longer go past plagiarism and imitation. route. BYD’s old mark was born out of the BMW logo, which was later changed to a three-letter sign; the double-ring car also changed the original half of the Audi logo. In terms of self-protection, companies attach great importance to trademark registration of new vehicle marks. The relevant person in charge of Geely Automobile stated that the new logo of Geely Automobile has not yet started to be used and plans to be officially launched on new products. However, it is understood that the new Geely Automobile logo has been registered in China. Shangyu Gui said that Great Wall Motor’s new logo has already been or is undergoing trademark registration in more than 70 countries and regions with overseas marketing networks in order to avoid trademark rights in the future and to solve the problem of the old vehicle logo being robbed overseas. Note the problem. Secondly, in the face of increasingly fierce international competition, the new car standard of self-owned brand auto companies has become more and more internationalized with simple shapes, three-dimensional, smooth lines, and easy recognition.
It is worth paying attention to the automakers of their own brands. Although the logo has a new image, it is not possible to resolve the low-quality image of consumers in the minds of the company by changing the logo. Ultimately, it is up to the enterprise to enhance its core competitiveness. Improve product quality, focus on corporate brand building and cultural accumulation, so that consumers can truly recognize the meaning and value of the logo.
View related topics: independent brands, where to go?
Air Filter
Guangda Electromechanical Co., Ltd. , http://www.tbcpower.com