Why should China Unicom update its brand?

China Unicom announced that it will upgrade its brand. This is another brand effort of operators after China Mobile, and China Telecom should follow suit.

China Unicom's brand upgrade is probably reflected in the following aspects:

1. The brand slogan has changed from "innovation, change the world" to "innovation, walk with wisdom", which shows that operators are more low-key and Unicom is more pragmatic. This "peer" is similar to the "harmony" of China Mobile, but it seems that China Mobile no longer emphasizes harmony.

2. The red color of China Unicom is getting brighter and brighter, which is also in line with the trend. We can see that the logo of China Mobile is getting brighter and brighter. Not long ago, Alipay's blue color also brightened.

3. In this release, China Unicom continued to split the red Chinese knot, and extracted signs such as hearts and arrows to show its concept. However, the familiar "Wo" in previous years did not seem to be mentioned.

4. Brand positioning is called "Creating an intelligent life enjoying temperature", which is similar to JD.COM. COM changed to "don't lose every love" and Tmall's "ideal life is a cat", but it feels more and more mysterious. Is this a popular trend now?

5. The core values are "customer-oriented, teamwork, open innovation and pursuit of Excellence". This value is very "state-owned" Customer orientation is good, but it is really difficult to do. Compared with Alibaba's "customer first", we still need to work hard.

6. In brand promise, China Unicom is divided into four parts: consumer Internet, home Internet, experience Internet and industrial Internet, which basically covers the previous personal business, family business and government business, and also adds a "service link", which is really interesting.

The last time operators paid attention to brands was in 3G operation more than 10 years ago, when China Mobile introduced Harmony, China Unicom took the lead in figuring out Wo Wo, and finally got China Telecom Tianyi operated by 3G mobile phones. As a result, the brand gradually became a mere formality and a set of packaging.

Operators basically didn't engage in any virtual brands in the 4G era, all of them were fighting for fees, which was a real knife and a real gun to speed up and reduce fees, completely leaving the brand war in the 3G era behind.

Now China Unicom has made great efforts in branding, but we are still worried that according to the previous inertia, China Unicom will often use more brand power in packages and tariffs, thus simplifying the brand connotation and gradually blurring the role of the brand. I hope this time, Unicom can find its own way in brand operation.