Brand responsibility, is not only a concept, but also the rules every brands and companies need to obey. Under the trend of globalization, it is essential for brands to be authentic to the global audience. Brands need to bring positive figures to consumers by officering them trustworthy products and publicity. Also to take responsibilities, brands need to be capable of being courageous, and to be role models to solve social issues. This will show audience the insides of brands, and what social issues they are fighting for beyond their products. Last but not least, to take social responsibility means brands need to make commitments to social goods. Brands need their customers’ support, but the question is what can those customers get in return. Brands can convince audience by creating positive social influence, from philanthropic activities, online campaigns and any other ways. Brand responsibility is not a slogan to show to the public, it is a rubric for the global brand markets to follow.
Since 1987, KFC China has transform its brand image from a “Western fast food” to a “New fast food” based on Chinese consumers’ preference. The mission of KFC China is to “mix Western and Eastern cooking culture, and create the delicious, convenient and health-balanced Chinese style fast foods in Chinese market”.
In China, WeChat is not only popular, but also became a daily necessity to its Chinese users.
Established in 1996 in Hangzhou, Nongfu Spring is one of China’s leading bottled water supplier, producing high quality natural drinking waters, vegetable and fruit juices, functional beverages, tea beverages and other natural soft drinks.