It is safe to say that no product can be popular forever in market. A famous brand, however, as an intangible asset, will never be old-fashioned. Owning a name brand, others’ products may become yours; otherwise your products will belong to others forever.
China, for example, can produce Boeing parts, but these parts have to be used with the Boeing trade mark. Similarly, the Chinese automobile industry, so far, has not reached its own developing capacity, and has to use foreign brands such as Audi, Jetta and Santana, for the automobiles they make. This situation poses an immediate threat to Chinese products which may not be able to compete in the international market. The way for the country will either be able to open up completely to foreign products or save the domestic market only for homemade commodities. The disturbing phenomenon is that there are a lot of famous domestic brands in the Chinese market, but few have found their way into the international market.
Fortunately, more and more Chinese enterprises have begun to understand the philosophy that “he who has a name brand wins the competition” and carries out the famous brand strategy. I will bet that no Chinese are willing to see that all 1.3 billion people drink foreign water, take foreign medicine and drive foreign cars. The idea of implementing famous brand strategy, therefore, plays an important role in the country’s material and spiritual civilization.