【文章內(nèi)容簡介】 were many Chinese local fast food enterprises risen to pete with Western fast food giants, but none of them can create a famous brand and continue operation. Some of them copied the fried food, the clean environment of Western fast food restaurants, but they didn’t learn the advanced management system and didn’t realize the importance of creating their own brands. Others focused on expanding their chains but ignored protect and propagate their own brands. Honggaoliang Fast Food Chain is the best example to prove this. In 1995, Honggaoliang opened its first restaurant in Henan. It shouted “To be the Chinese ‘Mcdonal’s’!” as its slogan and opened their chains next Mcdonal’s in Wangfujing Street. With the help of media, Honggaoliang became a famous brand at home and abroad. But after one year, Honggaoliang put itself in a great quandary with a rapidly expansion and poor management. It didn’t have an effective brand marketing strategy and standardized production to protect its brand image. At the end of 1998, Honggaoliang closed all its chains in China. So Chinese fast food enterprises should attach importance to the brandbuilding and set up specific brand culture. They should promote the advantage of Chinese local food such as flavor and nutrition, with the modern production management, to create a fast food brand of Chinese characteristic.3. About brandbuilding What is brand?The famous marketing expert, Dr. Philip Ketene explains brands like this: “The brand is a kind of name, term, mark, symbol, pattern or a bination of them, which used to discern the products or service of a certain consumer or a group of consumers, make it distinguish with the rival’s products or service.” Abovementioned definition proves the brand is a concept of pounding. It is formed by the brand outside mark (including name, term, pattern etc.), brand discerning, brand legend, brand image, etc. Brand also contains many elements, such as attributes, benefits, culture, values, personality and user.Brand has many functions. First, the socalled “brand” can make customers distinguish one product to others as the specific “symbol”. This function can lead customers to find the product they need fast. Take beer for example, there are lots of beer brands in the world, such as Budweiser, Tsingtao, Zhujiang Beer. Different brands have different flavor. Customers can find their favorite beer in the shop easily among different brands. Second, brand is the assurance of quality and prestige. Nowadays, quality of product is vital to the success of an enterprise. High quality and good service can help the enterprise to gain a lot of loyal customers. Sony is a famous pany that produced stereo, television, and puter game etc. Its brand stands for the high level of petence, quality, and care for detail of its products. Last, brand’s personality can attract its target customers. In the years of development, brand accumulated special personality and rich culture. Customers choose and buy the brand which tallies with their personality and style to represent themselves. For example, in China, Benz is a sort of status symbol. Many successful people love Benz because its luxurious, fortable and honored characteristics are fitting to their social status. In a word, the brand often brings the unexpected result as a powerful weapon in the market petition. The brand of fast food industryAccording to the definition of brand, fast food brand can be defined as: it is a tool that fast food restaurant differentiates its product’s name, symbol, and design with the petitors. However in any form, branding can be used to create brand familiarity among consumers in terms of brand recognition and brand preference. The advantage of using brand effectively is both for consumers and marketers. It bees easy for a customer to choose preferred fast food brand among thousands of other restaurants just because of its famous well recognized symbol, word or trade mark. For instance, if one is driving down the road with hunger and suddenly he sees a symbol ‘M’ on a sign board with red background and yellow font. It is not difficult to realize that McDonalds is waiting for him, easily manifest effective projection of McDonalds’ through brand symbol ‘M’.In a word, fast food brand is not only a specific logo, but also represents the fast food restaurant’s products, image and temperament.Creating fast food brand mainly depends on the brand image to improve its petitiveness in the market, and the visibility of brand and enterprises. In modern society, a mature consumer often pays more attention to select a brand fast food restaurant with many choices. As is pointed out in the Declaration of Chinese brands: “The brand is generic language in the international market, is the core wealth of the national industry.” Consumers can know the brand and its products and service more emotionally and reduce risk during their consumption, thereby forming a brand loyalty under the impact of a clear brand image. 4. The brand establishment of Chinese fast food Overview of the development of famous Chinese fast foodThe United Nations had a survey which showed the famous brands took a percentage of less than 3% in all brand products, but their market share was as high as 50%. Clearly, the only way to possess market is to have a petitive brand. This is an essential way to create famous brands for Chinese fast food industry. In the top 10 fast food brands in China in 2005, the top 5 brands were overseas, and the last five were famous local brands. Top 10 Fast Food Brands in China in 20051Yum! Brands Inc. China Division2McDonald39。s (China) Co., Ltd.3Tianjin Dicos Food Development Co., Ltd.4Beijing Yoshinoya Fast Food5Shanghai Lingxian Restaurant Management