Good brand strategy

Can not betray the brand, not to betray the soul

noreply@blogger.com (Unknown) — Mon, 02 Feb 2009 00:33:00 +0000

Can not betray the brand, not to betray the soul

Last night to see CCTV2 "Irori On the Road" program Huiyuan Chu invited to do the new officiating guests in a program host and Zhu constantly talking about the Coca-Cola to buy Huiyuan been a problem in the moderator's question to answer, Zhu seemed to ease the outside world public opinion, not the slightest awareness of Huiyuan merger opposition have been subject to any pressure, other people, after all, entrepreneurs, a business manager, to answer questions there seem justified Festival, neither haughty nor humble, carrying He said the brand value, social value of the banner at the scene in a program to win a lot of applause. Zhu real understanding of the new ceremony of the "Win in China" program, when he and Ma,史玉柱scene alongside programs teach participants how to start, a word which I have also impressed, "we should learn from Coca-Cola, and then surpass him" , this program last night and again in front of the audience to re-surface again said, Coca-Cola to the acquisition of Huiyuan is not a matter of one or two days, but since it has been media reports that carved from one stone irritable Melaleuca from waves, the people of public opinion in an uproar, Zhu new ceremony is the brain there are problems with how good a brand that sold on the sell-ran Road, Chinese enterprises so there is no self-esteem? They throw a winks his arms back? Huiyuan is the original intention to complete the private enterprises, in the development process by the generous support of national policy treatment, now more than two decades of hard work to the outcome of handed it over to others, it is inevitable people will not be unanimous opposition voice, will work together to ordinary business of mergers and acquisitions in the case rose to the nation onto a problem.

"We learn from Coca-Cola, and then pass him," But now we have become so dramatic, a desire to have a better Huiyuan have sold their competitors really can not understand why, a big private enterprises, and its net fruit juice products to occupy the Chinese market for more than 70 percent, driven by related industries, employment in as many as tens of thousands of people, and now owners of Coca-Cola, I question Zhu Huiyuan you want to save or to destroy Huiyuan?

In fact, we are not opposed to the normal and reasonable commercial deals, if a company or brand because of the mismanagement of the crisis should be sold, IBM's personal PC sector is not acquired by Lenovo, how do we not seen the Americans as opposed to Coca-Cola Like the acquisition of Huiyuan, Coca-Cola to buy Huiyuan surface was a commercial acquisitions or business strategy can be seen from the past, foreign acquisitions of Chinese enterprises look at the purpose of the case may only ask Zong Qinghou know.

Chinese enterprises by foreign mergers and acquisitions, rather than one of the two, but the result was almost surprisingly similar, not the death is a disability, not in the struggle is to regret. Take a look at their destiny now, perhaps we can understand why foreign investors have so love the acquisition of Chinese enterprises?

In 1990, Shanghai Jahwa joint venture with Johnson, the people are familiar with "the United States and Canada net" trademark was shelved, "the United States and Canada net" of the United States were black radar mosquito aroma, it was a wash, Mr. Vermeer. Shanghai Jahwa 1994 £ 5 billion net trademarks of the United States and Canada, but has lost the opportunity to stand up.

In 1994, Unilever made toothpaste factory in Shanghai's holding power, and adopt the mode of leasing brand toothpaste factory in Shanghai, "China" toothpaste, a "Chinese" not Chinese toothpaste embarrassing situation now, the Chinese toothpaste in the market share has been pitifully small.

In 1996, the "vitality of 28" with Germany and the United States joint venture company Reckitt Benckiser, the "vitality of 28" This well-known brand of washing powder from the memory of people gradually disappeared, the vitality of the vitality of 28 when the squeeze was too Meijie into the grave, no more!

In 2000, the Robust was the acquisition of Danone, Robust brand now has been basically out of the market, once famous 27 purification also rare traces of purification in the market is running out, Health Express also seems that no oil, and does not run.

L'Oreal acquired in 2003 a small nurse, 5 years later, a small nursing home on one of the L'Oreal has been carefully protected? Almost did not pass out to stores to see almost disappeared.

Last year, with Danone Wahaha trademark of the hubbub of the quarrel, and now there is news of Coca-Cola to buy Huiyuan, with so many former example, the acquisition of Huiyuan case has aroused people's national sentiment sank a long time and oppose the voice of the territory, the law of the jungle is the law of survival of the world, big mergers and acquisitions of small enterprises, like the United States to fight in Afghanistan, Iraq, pose a threat to me, I hit you, or even pleasing to the eye will see you do not hit you can never tell, foreign acquisitions of Chinese enterprises Is it not true that this reason, in the world, Coca-Cola is the world's top 500, but in China, his position is not yesterday's, canned drinks boss location by the Chinese herbal tea to the capture of Wang Ji, and fruit juice products not as unified, not to be placed on a par with the Huiyuan and Coca-Cola out of this one stroke, in fact he was very aware of that want to reap without sowing, in order to defend it in the Chinese market the first location of the beverage industry, it can not wait even a little bit. So very cruel and ruthless, not to Chinese enterprises in a killing?

With the spreading financial crisis, many enterprises had a hard time it is true, If you have just raised his gun and surrender that's not what a good fighter, happy soldiers captured more terrible than a traitor, and enterprises is also true, If you have a chance to survive or to live in a time when just told outsiders flirt, I see this kind of entrepreneurship is nothing good stuff, if this enterprise is represented by the industry as a whole or the entire nation, then he can not forgive it, and keeps saying that perhaps the social value is a fool who lies only with the aim not to deceive the people he was feeling, emptied the national wealth generated in the endorsement of the pressure of public opinion?

Whether individuals, corporations or countries, want to survive must constantly strive to become their own powerful real strong. Do not rely on any outside force, not. Huawei, ZTE, Haier, Lenovo, such as batch after batch of excellent Chinese enterprises errors walked the Avenue of Stars this right, not relying on independent innovation and strategic restructuring of enterprises to enjoy the glory brought about by the development of it?

The Coca-Cola to buy Huiyuan is clear is the Coca-Cola set up the trap, you want to nibble and drink to occupy the Chinese market is the most fundamental purpose, not to mention the brand Huiyuan comes puberty, the huge development potential and not to discuss the assessment on as to the middle-aged do not have to take things too hard so ah? Huiyuan Whether judged from any perspective, are not necessary to buy Coca-Cola, Huiyuan sold the brand for me personally in terms of perhaps there is not much impact, because I did not Huiyuan, if it is standing on State responsibility or national sentiment point of view, is to betray the soul of Huiyuan sold! !

The economic crisis to its brand value-added

noreply@blogger.com (Unknown) — Sat, 27 Dec 2008 00:22:00 +0000

The economic crisis to its brand value-added

"Brand to its value-added," is not a value not to, but enterprises must conform to the trend of consumer senses changes in the marketing communication in strengthening the real value of the product, do not over-emphasize the value of the virtual - the added value of the brand.

Consumer value of the sub-rational values and emotional value

Reason is the value of their products to consumers is the more dominant the value of visual comparison which could be perceived to be of value to consumers through vision, hearing, touch, taste, and other visual perception.

Sentimental value to the consumer is brought about by purely psychological feeling, this is a hidden value, that is, consumers do not see or touched but can feel a kind of value, is a virtual value.

To the economic crisis, a rational consumption, increasing the value of virtual neglected

The economic crisis is coming, more and more cautious consumers spend money, save more and more and more rational. In this case, the consumers more and more the value of virtual neglect, more and more attention to the real value of the product itself. More consumers concerned about the currency to pay, what was the real interests of the product.

Therefore, consumers in the purchase of goods, taking into account all the more reason to pay more attention to cost-effective products. In the end product will be a choice of "slashing the" brand value-added, direct comparison of product features and prices. The same function, the same sense of the quality of products, more choices to consumers at lower prices. Cost-effective products into the consumer's purchase decision factors.

At this time, the right marketing can not be too heavy in the pursuit of value-added brands, products and return the value of rational functions. Globrand.com must be strong emphasis on the rational product features and benefits of the development of marketing communications. The empty, the brand's selling points to put emotions aside, but to highlight the features of the product selling point, as well as brought about by the objective function of interest. This time, emphasis on function than the selling points to emphasize brand feelings more effective selling point.

Do not is not a value-added, but pay more attention to the real value of the product.

The economic base and economic status of the concept of consumption decisions, consumption Decides concept of consumer attitude, the attitude of the consumer spending decisions, consumer behavior determines the end product of choice in the end-consumer products and choose a final decision on the fate of the business of life and death.

"Brand to its value-added," is not a value not to, but enterprises must conform to the trend of consumer senses changes in the marketing communications products to strengthen in the real value of the brand will not be magic, too much emphasis on the value of the virtual - Brand Value-added.

And in fact, the real value of the product itself, the embodiment can bring added value, we should try to let the value of the product can be perceived, and stressed that the real value of the product at the same time, to allow a greater sense of the value of the product. In other words, focus on the value of the product itself to do value-added, not too focused on the brand's value (the value of the virtual) to do.

Quick users of brand planning

noreply@blogger.com (Unknown) — Sat, 27 Dec 2008 00:19:00 +0000

Quick users of brand planning

We have a few back in front briefly introduce the brand to the crash of the main planning, and then the next chapter we will introduce the audience brand planning. The so-called brand audience, in a nutshell, the brand is the recipient of information collection, which includes the brands consumers (users and buyers), the competitors, spectators and commentators, and so on. The audience for brand planning not only helps to target consumers, the driving force for building a brand; but also for brand design, marketing and dissemination of such acts is extremely instructive, to know ourselves and our enemies Baizhanbudai. As a result, the audience for the brand of precision planning will help the fast-growing brand, which includes the brands of competitors, buyers, users and critics such as the precise definition and assessment of the content, and so on.

Here, we will first introduce the brand to users of the planning points. The so-called brand user, that is the practical application of a collection of brand carrier. They are the basis for the existence of the brand, not brand users, all other brands in the end will be a castle in the air, which is the operator of each brand must bear in mind the principles, such as the end of last century that claims to be the largest in the history of communications projects, "Iridium" Is due to the lack of users are forced to spend money directly on the loss of more than 5,000,000,000 U.S. dollars. Therefore, to save the fast-growing brand, brand users precise planning is essential. In general, users of brand planning for sure to do a good job in the following three elements:

First, it is clear who the user

Only clear which brand the user, we would not be able to brand planning and operations targeted and effective driving force for building a brand, driving brand to grow and prosper. How to clear it? There are two general ideas: first, starting from the carrier's brand, and the other is from the market's needs. The former are more suitable for the carrier already existing brands, that is, business has able to market products and services in order to promote sales and brand creation, which is the brand as a marketing tool for thinking, the overwhelming majority of the brands are The so-sheng; the latter is more suitable for all the start-up brand from scratch, that is, individuals or companies found in the market there is a demand for the group and its brand is defined as a user, which is a brand to be regarded as assets The mode of thinking.

Second, users need dialysis

A clear brand users, their need for a thorough analysis and found that the needs of the user already exists which, more importantly, those who tap the potential. From the general need for the material needs of globrand.com and psychological needs of the two perspectives of the interpretation, it is usually the core of the brand research. As the user is often on their own needs can not have a clear understanding, therefore, must see through the nature of the phenomenon, its understanding of the subconscious, and only this way can the real needs of the users of dialysis.

Third, to identify ways to meet

The user needs to know, we have to be based on the user's needs and meet the economic analysis, and can choose to enable users to meet the increasing needs, and then used to determine how to meet it, is Through functional or psychological, functional (psychological), and what manner, and so on. For example, a user needs a clearer television picture, we can improve the clarity of the screen to improve signal transmission quality and increase the quality of the source itself, and other aspects. In another example, to increase the screen resolution can be scanned line by line, 100HZ show that 1.07 billion color processing technology to achieve.

In short, brand planning is not only a lot of users planning on the premise, and will operate in the future, such as production, marketing and services program to play the role of the far-reaching, and must not neglect.

Do not like big brands

noreply@blogger.com (Unknown) — Sat, 27 Dec 2008 00:16:00 +0000

Do not like big brands

What to see too many dealers, the big story of the brand. It is as if we live in is such a "new era" at every turn on the "P & G", at every turn, "Mengniu." Later, it found that those things in life apart from one, holding them as a success story to talk about funding, as though our business was not much of an effect. After all, these "big players" of the deal were still few and far right. Moreover, I see more "and the other as photos, and then used as a propaganda".

Here, the author on the study of long-term experience with those fighting in business strategy into practical knowledge for everyone to share it.

First, the overall market value. 80, to do business, are basically made. Why, now, doing business as if it is so difficult? The reason is simple, when China's reform and opening up early, what are the initial stage, and the ratio of farmers and businessmen great. After all, business is one of the few people think. As a result, huge market, but only a small number of people who are divided into the hands of every businessman's wealth would be very much more. This is today, some people go for this market, dumplings, I do not know this already-bloody it? In addition, the product loyalty geometry? Degree of homogeneity and geometry it? The piece of pork a few trillion market value of the market, you can see who is going to fight for it? Careers are the same. You have to look at the work you do is use what you value. If everyone can do the job, and, for very many people, the most serious is that you do not have the so-called "relationship" to support. In that case, there is no need for you to try to compete for the market. Really know how to market, will make use of their own selling point, to avoid head-on collision, to create wealth.

Second, labor exploitation. Sometimes, we will find you fix up the car than wage earners will be more difficult, but not much money. Why? First of all, what the care of the car repair, there is no sense of fashion, there is no added value, unlike LV, can in fact use all of a sudden he jumped off the value of - fix, repair is good; good repair, you kung fu is not home. Second, over-reliance on the boss. The industry, are often open their own boss, their repair, so for a long time and found a good business, only to recruit 12 apprentices to help. The matter has come, let us not refer to their own level of apprenticeship. Moreover, the industry does not have too much added value. Overall market value of the clothing is also not as high repeat purchase, and units of time to create high-RMB. The most serious is that the boss will not go to cultivate this gang, a group can create its unit value. Things will pro-Gong, which has led to the store every penny of value a person will be created for small businesses, this is very bad. In recent years, as a very popular online games, we often hear some people say this thing can make, but many people think is a waste of strength, tossing the body a month to make more than 1000 pieces. The crux of the problem is that people do not know how to use them to create a residual value. If a person manipulating the two accounts, earned 1000 yuan a month. In that case, if the ranks of his group, a person can be manipulated 6 account, is 3000 yuan a month. That was why he has not done so? This involves asymmetric information, and to configure machines, such as organizational problems. A studio, every day from the exploitation of wage earners 50 separate flights day and night, a machine that is the 100 yuan.

Third, the actual market value. Restaurants each year could be the market value of several trillion, so here is not necessarily a lot of gold you found it? The overall high-value, shows that it is possible opportunity. But it certainly does not mean that a lot of money. You also need to consider your core competencies, the concept of your product, your location, your promotions, your overall marketing co-ordination, management of your background and so on. Leaving aside the first of these is not to say that I would like to talk shop. In a suburb, you feel good to do business? Simple life of the people here, but at the same time the pursuit of fashion, longing for the prosperity of the city. Such is the double features, so that there are small businesses when a big row as well as KFC and the like into the well-known restaurant industry. You say that I am here to do a good globrand.com? If so, then the food is certainly cutting the market, engage in the traditional fashion, meaning that the "traditional" food, not like the concept of loading and cross; if it is engaged in garments, middle-aged or better, you look at the Where the number of young children are out of work in big cities, the older generation of people have begun to enjoy the blessing of old age, and the land is often less competition - as do the costumes are more young people, and They do all their young familiar with the equipment; do jewelry, this may be a piece of the Blue Ocean, jewelry because of high value-added, requires a lot of expertise, and consumers want to know that they bought in the end is Crystal, or that only a few dollars worth of broken glass.

Fourth, business management. Do not say might not be aware of. In fact, each store will have its own business management. Of course, I will not tell you, "Matsushita" that old story. After all, he was selling electrical appliances and what is your relationship. You can not be the same as selling the printers abroad. Times have changed, we can only say that the practical, educational failure here - not only out of the times, yes, platitudes out of touch with practicality. So, here just want to talk about modern society, which operates the store people. They, in fact, often do not have a set we have not been summed up and analysis of business management. Miss Li opened a clothing store, this street is not very wang, every few months will have to close down shop, the opening of new stores. However, Miss Li is to open the shop or good, stable source, so that the Miss Li An safely store opened a few years, the income was not bad. In that case, her business management for this? Since this is not the street-wang, and many of the same competition. In that case, Miss Li competitiveness Why? The simplest first, we thought that was the difference, that is to say, they are selling the young ladies, I sold men, if men and women have been installed, have Maternity, children's wear has been, it may be Miss Li's cargo Yes, perhaps she is with the sales ladies, but it has a unique vision, she is in itself a living model, beautiful people, good eloquence, and particularly large number of repeat buyers. Miss Chen runs a boutique business is not very fire, but a month or a net profit of Qiba Qian. Of business management, then what is it? First of all, the boutiques are in a low-level stage of the competition, Miss Chen to targeting its stores in Crystal professional households, so that in high-end market. Together with their crystal For in-depth studies over the years, so we would not have to sell fake and shoddy commodities such things. As for her stores, in order to meet the needs of its position, showing the visible nature appropriate place. In addition, the size of the stores, the overall feeling is also to meet the goals of the group designed. This is, no matter where you go, if you see other people's good shops, like a lot of profit, you need to do is not to follow the trend, but look at other people's business - the success of each of the shop behind There is a total unknown, ""!

Small business brands

noreply@blogger.com (Unknown) — Thu, 13 Nov 2008 00:14:00 +0000

Small business brands

Branding a small or medium threepenny byplay (SME) espouses essentially the same principle a stigmatising more than gravid corporation. The main differences making up that pocket-sized patronages usually possess a smaller market and have less reach than larger brands. Some dwell argue that it equals not doable to brand a small clientele, yet on that point are galore examples of small concerns that became really successful collect to branding.

Multi brands

noreply@blogger.com (Unknown) — Thu, 13 Nov 2008 00:12:00 +0000

Multi brands

Alternatively, in a grocery store that constitutes fragmented amongst a issue of blades a supplier can choose deliberately to launch totally new stains fashionable apparent competition with its own existing strong marque (and often with isotropic product characteristics); simply to soak up some of the part of the market which will in any case go to minor posts. The rationale is that ingesting 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if very much of the share of these new marques is considered from the alive one). Successful its most aggravated manifestation, a supplier pioneering a unexampled market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market.

Individual steel diagnoses naturally allow more enthusiastic flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products.

Onetime again, Procter & hazard equals a topping exponent of this doctrine, bunking as numerous since ten detergent brands in the US market. This also increases the total number of "facings" it receives on supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of the patronage separate — from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada habituates Rodeway for its own cheaper hotels).

Cannibalization is a especial problem of a "multibrand" extend dormie, in which the new brand takes line of work away from an instituted lone which the organisation also owns. This may live fit to (indeed to be expected) if there is a network gain overall. Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product being unrivaled stage in this way.

Brand extension

noreply@blogger.com (Unknown) — Thu, 13 Nov 2008 00:10:00 +0000

Brand extension

The extant strong brand call option collapse the axe close practiced as a vehicle for bran-new or altered products; for example, many an fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.

Mars exserted its mark to frapp cream, Caterpillar to shoes and fronts active, Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives.

Thither is a difference between stigmatize extension phone and line extension. When Coca-Cola launched "Diet Coke" and "red-faced Coke" they quelled order within the rising product category: non-alcoholic carbonated drinks. Procter & chance (P&grand) sufficed likewise straining its impregnable contrasts (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents.

Educed stigmatizes

noreply@blogger.com (Unknown) — Thu, 13 Nov 2008 00:09:00 +0000

Educed stigmatizes

In this case the supplier of a paint portion, habituated by a numeral of suppliers of the end-product, may wish to guarantee its own perspective near pushing that component as a brand in its own redress. The most frequently quoted example is Intel, which secures its federal agency in the PC market with the slogan "Intel inner".

No brand branding

noreply@blogger.com (Unknown) — Thu, 13 Nov 2008 00:04:00 +0000

No brand branding

Recently a number of accompanies possess successfully pursued "No C. W. Post stigmatizing" strategies, models include the Japanese company Muji, which means "ordinal number label, quality goods" inwards English. Although on that compass indicate is a precise Muji post, Muji products are not branded. This no-brand strategy way that little is endured out on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a acerose shopping experience and the anti-brand movement. Else brands which are cogitated to follow a no-brand strategy are American English tog, which suchlike-minded Muji, does not brand its mathematical product*.

Attitude branding

noreply@blogger.com (Unknown) — Thu, 13 Nov 2008 00:01:00 +0000

Attitude branding

Attitude branding embodies the choice to stage a more gravid feel, which is not necessarily tied in with the product or consumption of the product at all. Marketing labelled as psychological attitude branding include that of Nike, Starbucks, The consistency stash away, Safeway, and Apple estimator.[1] In the 2000 stories, No Logo, attitude branding embodies named by Naomi Klein as a "fetish strategy"."A large brand elicits the ginmill -- it adds a more eager sawhorse sense of resolve to the experience, whether it's the challenge to coif your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters." - Howard Schultz (president, ceo and chair of Starbucks.

Entertainment marketing

noreply@blogger.com (Unknown) — Wed, 08 Oct 2008 00:05:00 +0000

Entertainment marketing
Entertainment Marketing, is not nothing new topic. It is well known that extreme use of this technique is the "Super Girls" Mengniu milk acid, a truly fame and fortune in the marketing industry has aroused great sensation, back and various types of training and textbooks cited as a classic, made from Guinie, or even a lot of "senior" were planning to raise the value of weight, according to incomplete statistics, so far, I have heard of no fewer than 10 people claiming to be Mengniu "Super Girls" The main driving force behind the scenes. Mengniu
rational analysis of the "Super Girls", it is not difficult to find the essence of success lies in the product with the outbreak of entertainment activities tied together through events and entertainment products for the rapid set a brand image. The fighting in the pharmaceutical market, marketing people, we have learned what it inspiration?
I believe that for some generic drugs and drugs for children, starting from the product itself, the marketing of entertainment in order to look at the thinking of the marketing system as a whole, can be achieved by surprise.

A product of entertainment
80 as a writer, has suffered as a child of the pagoda sugar impressive. Now come, then it has been very clever, deworming medicine to make interesting shapes, the sweet taste of sugar to sell well received by the children's welcome. Today, the pagoda is still sugar can be seen, but the ingredients are there have been fundamental changes in a double-hydroxybutyric acid, naphthalene pyrimidine pagoda sugar, sugar pagoda piperazine hydrochloride (61 Pagoda sugar), imidazole hydrochloride pagoda and other sugar, sugar and traditional pagoda Compared to their lower toxicity and better efficacy. I believe that this is entertainment marketing of the product innovation of the most classic case.
Such as product innovation in today's successful use of many, such as the number one brand of children's diarrhea Smecta and, more recently, the successful launch of the strawberry flavor, more like a beverage to drink up rather than drugs. More health food is to make full use of the magic weapon to see if drugs stone fruit and vitamin Guilong slow Shu Yan Ning Hao Shuang sugar, which can not be as delicious snacks?

II, promotions and entertainment
The promotion is a broad level, including advertising, events, public relations and so on. At present, sales of entertainment or the use of more food, beverage industry, health care products for the drugs, because of its uniqueness, who rarely dare to test the water, slow Shu Yan Ning Hao Shuang sugar television ads have been shown to move in this trend, there may be The first crab to eat.
Entertainment-oriented activities, with an open mind, we should learn to Mengniu, mainly to study the accuracy of its predictability and control capability. Acid in milk and the "Super Girls" together before "Super Girls" is just a file of unknown programs. Wen-Jun Yang to see its development potential and determine the accuracy of its audience with acid milk positioning amazing match, the program itself with the connotation of acid milk brand positioning also amazing match, the two coincide, for the success of Mengniu has earned 10 billion.
All of these Niu Gensheng or from ideas put forward - Why can not leave the table so that the milk has become a fashionable drink it?
Therefore, there must first of entertainment products, after the entertainment and promotions.
The author believes that entertainment-oriented marketing application in the Cape in the field of medicine there are two conditions for the application: First, for the symptoms that are usually limited to small problems, such as toothache, sore throat, diarrhea, lit, and so on. It is easy to understand, if ill patients to die to live, he told Entertainment is tantamount to court trouble. Second, for the consumer group is limited to globrand.com children and young people, thinking they are active, like flaunt personality, love for the pursuit of new, high fashion belong to a group of people. If the maturity of older men and marketing of entertainment, no different from the same court trouble.
With the increasingly fierce competition, not an S & P drug in the country at every turn there are thousands of pharmaceutical production, all the golf continued to battle each other, pieces that can afford to play the brand's advertising has nothing more than take the trouble to repeat the effect of symptoms symptoms effect . Smart drugs & P Trader hand, why not put your product into a fashion fun things, says some bitter medicine?

To satisfy personal interests

noreply@blogger.com (Unknown) — Wed, 08 Oct 2008 00:04:00 +0000

To satisfy personal interests

For the realization of the second transaction is subject to a certain extent, the key to meeting the people's interests. To meet their personal interests, whether the final form of strategic cooperation, play a critical role in the brand's ability to resolve the risk and level of demand.

Brand defuse risks, mainly refers to the brand's main decision-makers and other stakeholders in the eyes of the intensity of confidence.

For example, the same products, certain brands of higher prices, all people think that this is normal, because the brand value on the price, which is the first layer is the same reason, the brand's ability to defuse the risk of stronger, Access to decision-makers trust will be more support will be more at the same time, the transaction will likely increase.

At the same time, even the brand with a strong ability to resolve the risk, but also meet the key people some of the personal interests, it is noteworthy that people in general, there are two key interests, sales, research must be implemented again clearly . A benefit is the dominant interests in this area of the main means to meet the interests of the company on the basis of more or less, overtly or covertly, taking into account their interests meet, the marketing of industrial products in China is not a strange phenomenon.

Therefore, this should be cause enough attention to, the saying goes: not only water, I am not allowed to prepare. This is the reason.

Another benefit is a hidden interest. This interest is the popular Get a little talk. To carry out targeted analysis to find out their personal in-house to get the attention it or promotion? In order to individuals or companies outside of known or convenient? Or to their relations around the outside of the people some level of interest? Or some element of gray material, or other expressions of interest from them?

Analysis of a clear target audience needs and then meet in a targeted manner, to bear fruit.

When you achieve the interests of the company's customers to meet and satisfy the legitimate interests of the individual, if the brand's ability to defuse the risk of reaching the key psychological bottom line, basic direct links into the next - to achieve sales.

Meet the interests of the organization

noreply@blogger.com (Unknown) — Wed, 08 Oct 2008 00:02:00 +0000

Meet the interests of the organization

From the basic level to meet the interests of the client organization, which is the first brand competitiveness. Like a dagger to meet the interests of the company which is part of the tip, to insert the market, the key to see whether the sharp tip.

In general, to satisfy the interests of the company's customers are mainly used to meet the company's staff satisfaction, so that they can experience the brand brought about by the interests of all parties. Then, through the brand experience, which can bring benefits?

On the one hand, the brand can influence customers to bring spiritual benefits, so that customers can feel assured that the use of the brand at the same time, it may become an external propaganda on funding, effective for customers to provide brand endorsement.

On the other hand, is itself the product of the basic attributes of the benefits. That is, the performance of the product itself, the actual quality, ease of use, after-sales service, technical guidance, and so on.

Figure 3-1 can be seen in the company to meet the interests of this level, mainly due to the brand's image and products constitute the basic attributes.

From another point of view can be understood as if the business impact of the stronger brand, in the interests of the company's customers, products, customers, by nature, the more confidence.

The brand influence is relatively small, want to meet the interests of the company's customers, it is necessary to rely on more basic product attributes. At this time easy-to-business customers, and many other products have questioned his confidence on a relatively small component.

At the same time, more and more serious of the same products, products of the contest often lead to price competition, and in these circumstances, it is easy to lose a single cause.

As a result, the more powerful brands, and insert it into the market, the more sharp knife!

Sales of the brand in the role of the invisible

noreply@blogger.com (Unknown) — Wed, 08 Oct 2008 00:02:00 +0000

Sales of the brand in the role of the invisible

In general, sales of industrial products industries through completion of the three areas. That meet the interests of the company to meet the interests of the individual to meet the interests of the individual.

In planning the consultation process, the role of brand has always been in the interests of the three, therefore, sum up the research and development of the brand sales down triangle of the three methods of operation rules. As shown in Figure:

In this inverted triangle model, to meet the basic interests of the organization to meet the interests of the individual is upgraded to meet the deep-seated differences in the interest of customer relations is the sublimation.

The failure of the success of the brand vs brand

noreply@blogger.com (Unknown) — Tue, 23 Sep 2008 00:12:00 +0000

The failure of the success of the brand vs brand.

The failure of the brand, the only importance of marketing activities. The success of the brand, for the attention paid to employees, vendors and customers consistency of real-life experience.

The failure of the brand, with money to build the brand. The success of the brand, to create innovative brands, revenue, gross profit and advantage.

The brand-new spirit of the Czech Republic to create an achievement for the next hold

noreply@blogger.com (Unknown) — Tue, 23 Sep 2008 00:11:00 +0000

The brand-new spirit of the Czech Republic to create an achievement for the next hold.

Giant to Inspiring adventure (warm start to explore) as a new spirit of the brand in order to encourage the enthusiasm and professionalism of every consumer through Giant Bicycle, a new self-discovery.

Innovation can not be on the following carefully to understand the meaning of the phrase, perhaps you can start to explore the future of the brand's passion.

Each stage of innovation and, on behalf of the Giant various business opportunities, but also to create a larger market. Therefore, innovation and the Giant stage, not only to establish the brand as well as create new business opportunities, this is the brand can focus on long-term.

The five strategies of innovation and just close the five stages of the brand, it created a Giant today

noreply@blogger.com (Unknown) — Tue, 23 Sep 2008 00:09:00 +0000

The five strategies of innovation and just close the five stages of the brand, it created a Giant today.

When to create its own brand〕 Key, Key to the Giant bike is〕 publicity as the main axis. When walking Key IBD (store)〕 mode, let the professional staff, how to Key unlimited extension of your field of vision〕.

When you smile at both ends of the curve of Key Technology, Innovation and〕 Key brands, services〕 go, and gradually give up the Key to consider assembly, manufacturing〕, Giant Key with the World Giant, the Giant of the world. 〕 To create curves 〔laughter full value〕 Lian, as Key assembly, manufacturing〕 Giant is the basis of quality; general manager of the Giant LAW security at the outset of the first sentence: "The brand will offer a quality-based.". If the curve as a smile and give up on the basis of the quality of Giant Key assembly, manufacturing〕, which is the habitat of quality brands not in the hands of the hands of others. When the Giant Key to hope that life can be better for the brand〕 on the basis of the information, if the domestic bicycle is still in the Red Sea would like to attack each other, how can we can create a better life 〔〕 atmosphere? Giant step forward and then, and the domestic bicycle industry alliance group. When the bicycle industry in the midst of a harmonious co-operation, can we really can create a better life 〔〕 feeling.

Knight's bike, so that by riding in the Key of life can be better〕, environmental-friendly, healthy, why not share 〔〕 joy of the ride? When to tell the world, so that cycling can be a better life 〔〕 ago, the need to start by itself, then put on the island of Key Cycling (Cycling Island)〕 concept, when Taiwan has become an island of Key Cycling (Cycling Island )〕, The world will be able to share 〔〕 joy of the ride, you can invite the world can hope for a better life 〔〕, with Key to share the joy ride〕.

The five stages of the brand

noreply@blogger.com (Unknown) — Mon, 22 Sep 2008 23:54:00 +0000

The five stages of the brand:

The first phase of the bike is the Giant.
The second phase of the unlimited extension of your field of vision.
The third phase of the World's Giant, the Giant of the world.
The fourth stage of life can be better.
The fifth stage to share the joy ride.

When the Giant brand big enough, and Giant Bicycle will be a link in the hope that when people think of a bike, you can come Giant brand. When the foundation has been established brand, to enhance the value of the brand, just as it is now near the car ads, like the Giant shing shape the vision to extend the best partner. This shows that the Giant's vision was put forward now marketing vehicle near the marketing practices.

The domestic market restrictions on the population, they made the World 〔Giant, the Giant of the world. 〕, Giant will be the goal of turning the international market. When the Knights of the International Cycling Giant all know, will be riding a bicycle into a Key to allow for a better life can be a tool〕. Just as some car ads, stressed that allows the family car for a better life, not just a transport himself, his family or a tool of the goods.

When their 〔〕 a better life, hope to be able to share, now as Web 2.0, 〔〕 share the joy of cycling to all the friends and family. Now if the community, the community network, or on the road or the usual tourist spots have seen the team. The car ads have not progress to that, I guess in the future of automotive advertising, will form the team, like Giant Key to share the joy ride〕 this stage of the same brand, the Key to share the joy of driving 〕 Way.

Brand management innovation

noreply@blogger.com (Unknown) — Tue, 09 Sep 2008 01:13:00 +0000

Brand management innovation

"Management innovation is the survival and development of enterprises of the soul." Corporate and brand is closely integrated with, the rise of corporate brand development will promote the growth and maturity. Maintaining the brand, is, enterprise management an important part. From the management innovation is the core content business survival guide to maintaining the brand and culture, it contains a number of elements, such as brand and the concept of innovation, technological innovation, system innovation, management innovation process. The weak link, so the brand asset management and development control is also weak.

Replacement product brand strategy

noreply@blogger.com (Unknown) — Tue, 09 Sep 2008 01:12:00 +0000

Replacement product brand strategy

Modern science and technology as the first social productive forces, the first element of competition is also based on the strength of brand competition. Corporate brand to a position in the competition, we must maintain a technological innovation, constantly upgrading the product. Such an example: Hornsey cooperation in the refrigerator manufacturers in China have misjudged the level of technology and market consumption capacity, fluorine-free agents mistakenly believe that China in recent years the technology will not be successful and put into use. However, China has quickly developed a fluorine-free refrigerators and quantities listed environmental protection, at this time, they are still Shouzhao old refrigerator production line investment, eyes looking ahead and to make people of the opportunities and regret不已. In our country there are many foreign brands, such as "eliminating the stain" of washing powder and has launched more new products, its technical level was higher trend, which is why many consumers prefer the brand's sake.

The updated brand positioning strategy for the amendment

noreply@blogger.com (Unknown) — Tue, 09 Sep 2008 01:11:00 +0000

The updated brand positioning strategy for the amendment

From the perspective of enterprises, there is no once and for all brands, from the perspective of the development of the times, the requirements of the content and form of brand constantly changing. Brand is a sense from the commercial, economic and socio-cultural point of view of these changes understand and grasp. Therefore, enterprises in brand building, due to their competitive situation and that the target market, sometimes because of the characteristics of the times, social and cultural changes caused by that location.

First, the competitive environment for business Bishijiuxu, Yangzhangbiduan, that positioning. American non-cola drinks - "Qixi" beverage, in the soft drinks market, the study found that cola drinks and always conservative type of people together, while those who are always thinking of trendy symbol of their desire to find Kuangfangbuji Thinking of the markers. So the drinks began to market the new image of the new packaging, and specifically encourage thinking trendy to organize various activities. Bishijiuxu strategy makes Qixi been successful. This is in the face of the two cola companies under the pressing to find a market gap, the brand new market positioning has brought vitality to them.

2. Time changes caused by that location. Such as the United Kingdom was founded in 1908, Lee Cooper (LEE COOPER) jeans is the world's famous fashion brand is one of Europe's leading jeans manufacturer, the past 100 years, his brand image in constant change: the 1940s -- -- Freedom of non-binding; 1950s - treason; 1960s - easily fashionable; 1970s - uninhibited rough; 1980s - under the new wave of标新立异1990s - Fanpuguizhen.

Update the image of brand strategy update

noreply@blogger.com (Unknown) — Tue, 09 Sep 2008 01:09:00 +0000

Update the image of brand strategy update

Update the image, as its name suggests, is the brand image of innovation to adapt to changes in consumer psychology, in the minds of consumers a new impression of the process. There are a few:

1. Concepts lead to changes in consumer enterprises to actively adjust brand strategy, create a new image. With people such as the enhancement of environmental awareness, consumers have begun to choose as a pollution-free consumer goods, choose a different brand standards, enterprises can be used to avoid when it hit the virtual method, the image re-shaping products, to avoid involving environmental protection, or A head-on and on the strategy, updated brand image to protect the environment.

2. Grade adjustment. Enterprises to develop new markets, new markets and the need to shape a new image, such as the Japanese car market in the image of the United States, experienced by the compact, fuel-efficient, low energy consumption, low cost to the image of high-tech image of the concept car Changes to the brand's growth has added new vitality.

The significance of brand update

noreply@blogger.com (Unknown) — Tue, 09 Sep 2008 01:09:00 +0000

The significance of brand update

With the brand update is that the business environment changes and changes in consumer demand, branded content and form of expression to the evolving development to meet the needs of socio-economic development. Update brand is the inevitable socio-economic development. As long as the socio-economic development and changes in the environment, people tend to demand characteristics of the diversity of social change in fashion, it would not exist once and for all brands, only the design of the times to meet the needs of the brand, brands have vitality. Brand innovation is the brand of self-development of an inevitable requirement, is to overcome the only way an aging brand. Due to internal and external reasons, the corporate brand in the market competition in the visibility, reputation declined, and sales, lower market share of brands such as the loss of the phenomenon, known as the aging brand. In modern society, more and more rapid technological advances, some of the industry, product life-cycle more and more short, while consumer awareness of the community, changes in the frequency of consumption concept is gradually accelerating, which will affect the life of the products in the market. Heroes such as licensing typewriters, used electronic typewriters English Super Pin 1, but later with the personal computer technology and the introduction of multi-task system, mechanical and electronic typewriters English port due to the lack of communication was out of the market, the brand will be IBM and other computer companies were brand replaced.

Brand extension of the decision-making steps

noreply@blogger.com (Unknown) — Tue, 09 Sep 2008 01:08:00 +0000

Brand extension of the decision-making steps

Brand extension decision-making step is to integrate the principles of brand extension to consider the decision-making, has been focused on the brand equity of the investigation, new products suitable for systematic analysis of the process.

(1). Brand equity investigation stage. This phase of the task is to detect the presence in the minds of the public and all relevant Lenovo brand. This stage to speculate what brand products to meet the significance. We need to get the brand awareness, including the attributes, personality, intent, heart, commitment and hide what are the potential. With quantitative can (identify brands and brand penetration) and qualitative methods of research. Qualitative research is constructive, and we speculate brand in the minds of the change in the product categories and expectations for the product brand for the conditions. Once the conclusions drawn, then you can look to the market. Then enter the second phase.

(2). Testing new product ideas. Test new products not only to identify the concept of brand extension for the related products, determine whether the extension in line with the brand, but also to determine whether a product is considered beyond its competitors, namely extension of the desire to create a market. For example, the McDonald's fast food brands, to enter the field of photography, is not particularly unrealistic. For example, the subject displayed at the McDonald's hamburger itself beyond the insights of family relationships, their performance is in the environment set the theme of regional activities.

Through the above stage of the study, namely, the brand extension can be divided into several regions: the internal core domain / product line extension, the external core domain / natural Lenovo, extension of domain / implicit in the potential of the FCA / threat of brand equity. They are from, to a four concentric circles of the relationship. This business of brand extension strategy is a long-term guiding role.

Brand extension alone can not rely on the decision-making over a two-step decision-making. Because the brand extension is the result of strategic decisions, but also with the production, marketing, financial and human resources and other factors considered. Brand extension usually involves some risk, a study could not accurately predict brand extension for a period of time results. Therefore, enterprises, brand extension strategy, we must focus on long-term interests. In any event, complete with brand awareness for the brand extension terms of decision-making is always necessary.

The disadvantages of brand extension strategies

noreply@blogger.com (Unknown) — Tue, 09 Sep 2008 01:07:00 +0000

The disadvantages of brand extension strategies

(1). Damage to the original brand image. When a certain type of product on the market ahead of the status, the brand has become a strong brand, in the minds of consumers will have a special image orientation, or even become a synonym for such products. This will be a strong brand extension, as proximate cause of (that is the last impression on people's awareness of a more profound impact on the role of) the existence, it is possible to play a strong brand image consolidate or weaken the role. If the improper use of the brand extension, the original strong brand image represented by the information was weakening.

(2). Runs counter to consumer sentiment. A brand for the success of the process, the consumer is shaped by the corporate brand-specific functions, such as the quality of the psychological characteristics of specific targeting process. The strength of enterprises and brand extension to or incompatible with the original market has nothing to do with the products, on the contrary the psychological orientation of consumers. Such as "999" was originally Wei Yao in the well-known brands, "999" extend to beer, consumers will be difficult to accept. The brand extension of such misconduct, not only the effectiveness, but it will also affect the original strong consumer brands in the eyes of the specific psychological orientation.

(3). Cixiaobichang easily form the "seesaw" phenomenon. When a name on behalf of two or more of a difference in the product, consumers will inevitably lead to fuzzy understanding of the products. When the extension of branded products in market competition at the absolute superiority, consumers will be the strength of the original brand positioning transferred to the psychological extension of the brand. Thus, in effect weakened the strength of the brand advantage. This extension of the strong brands and brand competition Cixiaobichang situation changes, that is, "seesaw" phenomenon.

(4). Implicate effect. Will crown a strong brand name in other products, if different products in quality, level on the difference between the poor, which makes the strong brand name products and brand extensions have an impact, not only damaged the extension of brand name products, but also implicate the strong brand.

(5). Dilute brand identity. When a brand on the market after the success in the eyes of consumers will have a special image orientation, attention also focused on the consumer to the product's function, quality and other characteristics on. If enterprises use the same brand launch function, is almost the same quality of similar products so that consumers fainted the first shift, the brand identity will be diluted.