Brand story is an important column of China Brand Value Network(www.bvrcn.com). Opening the book of brand history, we can find unique brand story for each brand. Brand story refers to a procedure that a brand experienced from emergence to development and from unknown to well-known, which then merged into culture. The emergence and its process of a brand itself is a brand story.

Brand story plays a positive and active role in a company’s marketing. It influences the thinking of consumers and makes them acknowledge the value and culture of the brand in their heart. The consumers will trust the brand and this trust will not easily change once there is sympathy generated in their heart with the brand. To find the unique features of the brand, establish a beautiful brand story with true cases, emphasize on the advantages of the brand that understood by the consumers and disseminated between them, this is the reputation marketing of brand story.

When Haier just started its business, the quality of its product is low. Once there were 72 unqualified fridges produced out, Mr. Zhang Rui Min thought if Haier wan to establish an image of good product quality, then Haier must conduct strict quality control to its products. With his order, these 72 fridges were smashed into pieces by the unwilling workers whose eyes are full of tears. After this event, the awareness and the quality reputation of Haier stood out on the market.

There are too many consumers that are persuaded by this vivid story, and become the loyal supporter of Haier.  Haier products then become a synonym of good quality.