Brand strategy & food industry forum in Zhengzhou

By Yu Nan (chinadaily.com.cn)
Updated: 2006-08-11 08:58

A forum on Brand Strategy and Food Industry Development was held at the People's Hall in Zhengzhou, capital of central China Henan Province on August 9, 2006 as a part of the ongoing Brand Promotion tour initiated by the Ministry of Commerce.

A forum on "Brand Strategy and Henan Food Industry Development" was held at the People's Hall in Zhengzhou, capital of central China Henan Province on August 9, 2006. [chinadaily.com.cn]

Professor Zhang Shuting from Communication University of China gave a speech at the forum. Officials from the ministry and local government also attended the forum.

Zhang said the quality of products should be the essential part of the brand-building in food industry and it may be unrealistic to promote brand names without the products and after-sale service.

As long as a brand grows to be competent, it then would be widely recognized by the customers, he added.

His view was applauded by another guest speaker Dr. Gu Jiangquan from Henan Academy of Social Sciences.

Gu said a high-quality brand name could help promote enterprises to take more share in the competitive market home and abroad.

He also summed up the achievement of Henan food industry in brand-building, citing Shuanghui in meat processing field, SanQuan in fast-frozen foods, and Jinxing Beer as the successful cases.

"But there are defects in the brand-building of food industry; for example, parts of enterprises own similar products which share the different brands."

He thus suggested Henan make an effort in integrating the similar brand names in order to avoid waste of resources and raise the public's recognition of home-grown brands.