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IQ Digital Brand Prestige. In China

IQ's digital brands. Prestige in China

Special Report from L2 and Labbrand.

Much potential for retail business in China as a surprise to everyone. – Least of all the brands do not have dignity. After years of double-digit growth year economic boom in China has left millions of consumers are looking for new ways to spend their earnings back up. In 2009, China became the world's second largest. After the Japanese luxury market over the United States.

Although these trends are recognized by no less than 20 years ago, several prestige brands to play catch. – Up in a variety of markets and rapidly changing this. 384 million Internet users than the United States and Japan combined. – A lot of competition for customers and brand loyalty will Played out online. Investment pride in being able to brand their own digital may be a factor in the decision making ability to survive and grow in China and are likely to become increasingly important. Market matures.

What is a digital IQ and how it measured?

In July of the year 2010 L2,. Think tank to work with brand prestige. Labbrand to measure and rank the ability of one hundred and digital brand prestige in China. How to measure "Digital IQ." To score each brand on the web site of the translation function and content,. Search engine optimization. (SEO), the effectiveness of social media and digital marketing efforts.

Digital IQ ratings. : China

A closer look at numbers.

Ratings of these shows interesting trends and relationships. Metrics with other metrics for example, eight fashion shows a strong positive correlation. (0.72) between IQ and digital brand value reported in BusinessWeek's annual 100 Best Global Brands report for the six-car brands, both measured in the study of the relationship is very positive. 0.61 These relationships do not mean that Digital IQ guarantees increased brand value increase However, the strength of these relationships shows that the relationship between brand value and digital IQ is not arbitrary. It is possible that the brand value are more likely to have brand awareness, higher, and therefore enjoy higher returns from investments in the same or smaller digital Alternatively, there may be value brands. Will tend to have higher marketing budgets and investing more heavily in digital media.

Prestige brands with the highest rate digital IQ distribution away from the pack. Mature markets, the ability to measure brand Digital display with Prestige – tightly clustered.

Leaders will not achieve significantly from the average brands separate. Digital IQ scores. But China is not only intelligent digital. But they're – the most wins for example, five brands in the category Genius boast digital means more than IQ. 25 points higher than the other five brands. To compare the brand ranked sixth through tenth show the differences just mean. 13.2 points compared with ratings of eleven to fifteen. Digital Leaders From "Breaking. Away "at the infectious diseases around the digital IQ 120 brands at the end of the bottom of the rankings shows like But the opposite effect was significantly behind their brand delays. The average rate digital IQ.

Fifty-nine percent of the luxury brand in the study of digital IQ in China is still measured in the study of the intersection of digital IQ of prestige. In the United States, dated September 2009 Get to know the index measuring the two illustrates the relationship of 0.58 between China and their digital IQ and IQ of USA Digital will say that they can be digital. In the market to leverage on the other. Beauty brand Lancome, Clarins, Estee Lauder and display a positive difference in the greatest between China and the U.S. digital IQ ostensible Perceived they had the opportunity to build a brand in China through digital media. At the same brand of champagne. Veuve Clicquot, Moët & Chandon, Dom Pérignon and demonstrated. No difference between the largest negative in their support for Chinese language version of their site's brand. Negative differences may speak to the inability or negligence on the ability of digital translation. From west to east.

Missed opportunities and strategies to win.

Most brands are high prestige digital IQ scores in China. With at least two ways. : Local involvement and availability in a wide range of media.

The relevance of the local stem in part from familiarity with the site, such as China. Baidu, Kaixin and Youku, which can be loosely compared to Google, Facebook, and YouTube, respectively, but the brand to do business in China must accept that for the western sites and their Chinese partners. Different strategies need to translate the contents of the site, it often does not work.

While search engines. Baidu boasts local market share percentage. In China only 62 per cent. 39 of prestige brands measure up to the first time in its organic results on search using the name in English. While 94 percent of the brand site came up first day Google.cn (before the trip. From China). When the name in English. When searching by name, Chinese percent. Site 30 Brand not in the top three results of the search engines either. Ostensible Difficulties of translation brand name to many multi-national brands. These numbers suggest that brand by showing how many search results. Google is a central idea failed to realize the algorithm. Baidu and differences in other countries. Other.

One way to increase brand. SEO is to create more opportunities to use a combination of consumers through social networking sites. (SNS), microsites, System Bulletin Board (BBS) and e – commerce website mobile phone

Although brand prestige. eliciting thousands of comments the user to create,. Upload video post blog, and photo. SNS popular as RenRen, Qzone, Kaixin001 and YouKu, very little direct interaction with consumers on these sites. Because consumers are increasingly expected to communicate the brand. The dialog will broadcast more than one way,. Digital brand understanding to start the business directly to the user on the platform. SNS stands to get the edge Mercedes – Benz, Audi, BMW and a host. Competition RenRen while Dior is on the page. Genius Digital Qzone Lancome, here are the official. Kaixin001 with more than 250,000 members Johnnie Walker also hosts groups on the platform.

Four of the brands in the education community has been investing in online brand Digital Genius Lancome launched an online community called. Rose Beauty in 2006 and four million estate. Lauder and the host community. Clarins Beauty brand BMW has created a community of approximately 150000 BMW driver in China through the site. MyBMWClub.cn Meanwhile, Audi, Mercedes – Benz, and Porsche have created. BBS simple interface makes it easy to chat with avid fans. Although the appropriateness of microsites as a means of interaction of online consumers will be discussing efforts. From these brands demonstrated a heightened commitment to the Chinese market.

The average e-commerce products that embrace the digital brag points. IQ 50 points higher than the brand. Not sold online. E-commerce market size in China may have quadrupled 2006-2009, but only ten to honor the 100 brands in the study of online transactions. Beauty and skin care division lead with six from 13 brands sell online. Choose a variety of brands with dignity. e – commerce for fear it would reflect badly on the status of premium brands and lower control Experience in sales. But as fashion and China. Ports 1961 only the first mover brands are outside of the beauty category to sell online. Making e – commerce is a clear point of difference within the category more dignity.

In addition to improving our site,. SEO, and SNS, it is necessary to develop the luxury brand mobile phone Strategy is about 745 million mobile phone subscribers in China and more than a quarter of users access the Internet through their mobile phones are China has a huge drop in home Internet penetration than most developed countries and many Chinese consumers do not move directly from the Internet to the mobile internet. However, only 42 percent of the measured brand of mobile-enabled website Brand Hong Kong, Shanghai is set to one of the first luxury brand to include Chinese language. iPhone.

Conclusion

While At least with digital capabilities is essential for basic human dignity brand presence in China, a digital strategy that should be set to specify the visibility of the brand personality and opportunity. And positioning rather than "check the box" way. As with other brand communication. And digital media strategy should be informed by comprehensive and up to date market research,. Strengthened by analysis of voice and brand positioning and concrete action on the outstanding creative and interesting. Finally, the brand with a deep understanding of Chinese customers of local competition. And familiarity with their own reputation and strengths will fare better both online and off.

About the Author

Vladimir Djurovic is the founder and Managing Director of Labbrand, a Shanghai based innovative brand agency specialized in brand research, strategic and creative services. Labbrand website at: http://labbrand.com/ is also the portal to Labbrand branding blog: http://labbrand.com/english/news_and_articles.php/ and reviews of branding related hot topics, with a special focus on China.

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