FAW Bus Confronts both Advantages & Disadvantages for Brand Integration
2010-06-03 Source：www.chinabuses.org
Summarize：On Auto China, the uniform brand identity of FAW is applied for various brand business from passenger cars to commercial vehicles. Jiang Litang, the deputy manager of FAW Bus showed on the Busworld Asia 2010 in Shanghai that, " FAW Bus owns four brands, "Jiefang" will be used after brand integration and others discarded." He said that FAW Bus made adjustments of brand marketing, sales system, product quality and technology development system and enhanced competitiveness and profit of the corporation.
www.chinabuses.org : It is known that the sales volume of buses of China buses & coaches with the length of over 5 meters is 150,000 units in 2009. Among more than 100 domestic bus builders, there are 7 or 8 ones occupying 60% of market, especially Kinglong, Higer, Golden Dragon and Yutong. (The market share of these four companies accounts for 56% in 2007).
On Auto China, the uniform brand identity of FAW is applied for various brand business from passenger cars to commercial vehicles. Jiang Litang, the deputy manager of FAW Bus showed on the Busworld Asia 2010 in Shanghai that, " FAW Bus owns four brands, "Jiefang" will be used after brand integration and others discarded." He said that FAW Bus made adjustments of brand marketing, sales system, product quality and technology development system and enhanced competitiveness and profit of the corporation.
Some experts concerned about the brand integration of FAW Bus, " It seems that FAW Bus puts all eggs into one basket. Actually 3 other brands have some influence." Jiang Litang explained that," It refers to balance of interests. FAW is the symbol of quality and the application of ' Jiefang' makes strategic impact on the development of the general business of FAW Bus. With the market competition, bus manufactures will increasingly fix the issues of market position."
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