JEANSWEST Building, Which Falls On Brand Matching, Can Not Afford To Fail.

Recently,

In May 23, 2011, the fourth teaching building of Tsinghua University was named "JEANSWEST building", which soon aroused great concern from the media and netizens.

A few days later, the nameplate on the wall of JEANSWEST building on the fourth teaching building of Tsinghua University was contaminated. After school security was found, the school leader was reported and the nameplate was removed.

In response to the causes and consequences of JEANSWEST and "sponsoring Tsinghua incident", Jiang, who is responsible for the publicity of JEANSWEST group, told reporters that the company did not accept media interviews in the near future and did not respond to the matter.

Tsinghua University did not respond to questions from reporters.

JEANSWEST's naming Tsinghua teaching building has pushed both sides onto the cusp of public opinion.

Professor Wei Wei, vice president of Peking University HSBC business school, believes that JEANSWEST's naming can cause such a big sensation, mainly because students' attitudes have not kept up. At home and abroad, enterprises, institutions or individuals sponsoring schools are normal.

Fu Guoqun, director of marketing department of Peking University Guanghua School of management, said: "such a paction is too direct, without considering the feelings of teachers and students."

General enterprises do

No matter what motivation, enterprises need to consider what purpose they want to make when making decisions, and which projects are more consistent with the brand image of an enterprise.

There should be some controversy about possible cooperation.

Li Zhiqi, a famous marketing expert, believes that this is related to the immature sense of social responsibility of Chinese enterprises.

For example, when the World Expo pavilion was donated by enterprises in Shanghai, the exhibits displayed mostly the national spirit of the United States. There were not many things to show the enterprise, which was totally different from that of many domestic enterprises.

He Xuelin, the famous mastermind, explained from the perspective of brand science that the reason why Zhen Wei Si Lou was criticized for being evil.

Li Zhiqi said that JEANSWEST should have the same origin in brand attributes. How much public service has been done before this enterprise? Is the brand itself appealing? Whether the public has a good impression on it will affect people's brand impression.

In addition to matching degree, a better entry point should be how to combine business behavior with public interest.

The behavior characterized by public welfare must be the result of win-win results.

In this case, schools and enterprises have gained benefits, and the benefits of students are not obvious. They can not get much benefits. On the contrary, familiar names have been changed somewhat.

This requires the company to consider the feelings of stakeholders.