经观传媒总裁、《现代广告》杂志出品人王咏静：品牌是企业唯一不可复制的资产

Core Viewpoint - The essence of a brand is that it is the only irreplaceable asset of a company, emphasizing the need for companies to focus on building strong brands rather than merely chasing short-term traffic [1][3]. Group 1: Brand Definition and Importance - A brand is formed through the long-term accumulation of products, services, marketing, and culture, creating a unique recognition, trust, and emotional connection in the minds of consumers [3]. - The uniqueness of a brand stems from its strategic resource characteristics, which include value, scarcity, and irreplaceability, making it difficult for competitors to replicate [4]. Group 2: Factors Contributing to Brand Uniqueness - The uniqueness of a brand is rooted in three core logics: 1. The uniqueness of emotions and trust, which cannot be obtained through mere product or technology replication [4]. 2. The scarcity of time and history, as strong brand recognition often requires decades or even centuries to develop [4]. 3. The uniqueness of culture and values, which are deeply tied to the brand's development path and cannot be precisely replicated [4]. Group 3: Strategies for Building Uncopyable Brand Assets - Companies should focus on long-term brand building by connecting with user emotions and establishing a consistent brand proposition, creating a strong cognitive moat [5]. - High recognition brand symbols and unique rituals should be developed to ensure strong memorability, while maintaining a long-term perspective to build trust and warmth in the brand [5]. - Companies must avoid the pitfalls of being overly influenced by short-term traffic and instead adopt a rational approach to the relationship between traffic and brand value [5]. Group 4: The Role of Chinese Brands on the Global Stage - The vision of "Chinese culture, world brands" represents a mission for Chinese companies to promote their cultural values globally, transforming traditional wisdom into brand essence [6]. - The current period is seen as the best opportunity for Chinese brands to enter the global market, aligning with the goal of high-quality development in the upcoming "15th Five-Year Plan" [6].