Adept use of press relations is the best way to establish a corporate and brand image. Well Known For the BMS study, completed in March, representative samples were chosen from each of Beijing's eight districts. Researchers discovered that high-tech enterprises, especially IT enterprises, are most familiar to Beijing residents. This accords with current consumption trends. Among all the overseas brands, Beijing residents know American brands best.
Some results are potentially useful in determining corporate image strategies.
A brand is not equally well known to different age groups, and brand-recognition may correlate with influence over purchasing decisions. The fame of the top three domestic brands in the three age groups under 50 is higher than their respective averages. In particular, the fame of Haier and Legend among young people is 6-8 percentage points higher than the average. But the opposite is true with Shougang, whose brand-recognition is above average among people over 50 but below average among the other three age groups. In addition, Stone is better known to people aged 30-50 than to those under 30.