TAILIEUCHUNG - China Speech The Role of Brand In Your Business

China Speech Notes [Jay’s Note: On March 29th, 2003, I delivered a 6 hour “speech” to large association of fashion apparel manufacturers in Beijing China. These are the notes of my talk, reformatted for you so that they are much easier to follow. The core of the speech centered around building, maintaining and sustaining a brand. But I think you’ll see that building a sustainable brand also has a definitively strategic foundation. I hope that idea is powerfully conveyed. I know for sure the wonderful folks in China understood it and appreciated it. – Jay] First of all, let’s. | China Speech Notes The Role of Brand In Your Business By Jay Abraham 2003 The Abraham Group Inc. China Speech Notes Jay s Note On March 29th 2003 1 delivered a 6 hour speech to large association of fashion apparel manufacturers in Beijing China. These are the notes of my talk reformatted for you so that they are much easier to follow. The core of the speech centered around building maintaining and sustaining a brand. But I think you ll see that building a sustainable brand also has a definitively strategic foundation. I hope that idea is powerfully conveyed. I know for sure the wonderful folks in China understood it and appreciated it. - Jay First of all let s talk about brand s true role in your business success. Whatever types of garments you make there is always not sometimes but always a unique selling proposition or USP associated with it. That unique selling proposition in many cases is the basis on which you build your brand. Brands play a critical role many business successes. In the garment business they could play the most significant role or the most modest. Depending upon the strategic positioning you ve decided to take with your business or with divisions of it. For example If you are a manufacturer of a garment that is intended to be sold to upscale buyers or people who want to associate with upscale buyers you obviously want to develop a brand that conveys exclusivity hip class and qualitativeness desireablility. On the other hand if you re a garment manufacturer whose positioning is producing generic garments for low-priced high-volume retail chains or private label to be repackaged under a retailer s or distributor s chain you have a different goal. The point is you must understand the proper role your brand can play in the success of your business. If you are attempting to establish a proprietary positioning for your company and brand in the consumer s mind meaning in the eyes of the end buyer at the retail level the more you

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