Chapter 11 Primer

“It brings warmth, familiarity and trust in a dull age when technology rules everything. It also creates a sense of belonging, and in a world without religion, it provides us with faith, it defines who we are who, but also to send signals to those associated with us." Said this text is Nestle Group Chairman Peter Brebeck.So who is this "it" that Peter loves so much? You must have guessed it, it is "brand". 1995 should be an important year worth recording in the history of Chinese corporate brands.This year, Beijing Famous Brand Assets Appraisal Co., Ltd. began publishing the annual research report on China's most valuable brands for the first time.In the ranking list that attracted wide attention from the media, Wahaha ranked 19th with a brand value of 2.179 billion yuan, ranking first among beverage brands.

Interestingly, Wahaha has become more and more famous since then, establishing its status as a Chinese food and beverage giant that almost no one can shake. However, Wahaha suddenly disappeared from the annual ranking list for six consecutive years. The exact explanation obtained from the company is that Wahaha offered not to participate in such assessments.Zong Qinghou has his own unique "Zong's" interpretation of the brand: the brand is the eternal goal of any company with long-term ambitions, but at the same time it is a means to contribute profits to a company, and the market is the final statement of the brand value of a company people.For consumers who constitute the main body of market purchases, brands are like air and water that cannot be separated for a moment, and should not be awe-inspiring and admirable monuments for people to look up to.

Indeed, as one of the brands with an annual output of more than 15 billion bottles of various beverages and the strongest communication and penetration in the Chinese market, Wahaha does not look like a star with a reserved smile under the spotlight, but more like a girl next door. Brilliant and unforgettable.