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

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

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

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

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

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

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

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

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

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

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

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

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.

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.

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.

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:

1. The first phase of the bike is the Giant.
2. The second phase of the unlimited extension of your field of vision.
3. The third phase of the World's Giant, the Giant of the world.
4. The fourth stage of life can be better.
5. 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

"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

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

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

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

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

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

(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.

Brand extension of benefits.

1. It can accelerate the positioning of new products, new product investment guarantee of quick decision-making accurate.
2. Help reduce the risk of new products in the market. Brand extension, is a new product has been made available on the brand, or even access to a well-known brands, can be greatly reduced consumer knowledge, recognition, acceptance, trust the process, is extremely effective in preventing the risk of new products in the market And can save tens of millions of high costs, effectively reducing the cost of new products. Compared with similar products, it stood with the same starting point, or even slightly better than rivals, the invincible with a competitive edge. The new brand extension beneficial to reduce the import cost of products in the market.
3. Brand extension will help strengthen the brand, increase brand that the economic value of intangible assets.
4. Brand extension can enhance the core brand image. To improve the overall brand portfolio of investment returns.

The concept of brand extension

Brand extension (Brand Extensions), is an existing brand name to use a new category of products. Brand extension is not only borrow on the surface of the brand name, but the whole of the strategic use of brand equity. With the global economy to accelerate the integration process, the increasingly fierce market competition, manufacturers of similar products in the performance, quality, price and other aspects of that difference is becoming increasingly difficult. The physical power of manufacturers marketing greatly weakened, the exclusive brand of resources makes brand manufacturers as the trial of strength between the competitiveness of an important bargaining chip. Thus, the use of the new brand or a brand extension of the old enterprises, the introduction of new products must face the decision-making brand. Brand extension is to achieve brand intangible assets transfer, the development of an effective way. Brand also bound by the life cycle, the existence of import period, growing, maturity and decline. Brands as intangible assets of enterprises is of strategic resources, how to give full play to their potential resources and brand extension of its life cycle has become a major corporate strategic decision-making. Brand extension of the new products on the one hand, the brand equity to achieve the transfer of new products on the other hand again extended the brand image of life, has become the realistic choice of enterprises.

Brand extension strategy

Brand extension strategy is to the success of existing brands, for new products or products that have a strategy.

Brand positioning to the decision-making

Brand positioning to the decision-making is a brand in the market, the initial location may be appropriate, successful, but later the companies may have to re-position. There are many reasons for, such as competitors may be following the corporate brand after the launch of his brand, and cut their market share, customer preferences will be transferred to the corporate brand of reduced demand, or the company decided to enter the new market segments.

In making the decision-making brand re-positioning, the first consideration should be given to transfer to another brand market segments by the cost, including changes in product quality costs, packaging costs and advertising costs. In general, the re-positioning of the span is, the higher the cost. Second, we must consider the brand positioning in a new location after the possible gains. Revenue size is determined by the following factors: a target market of consumers number of consumers to buy the average rate in the same market segment the number and strength of competitors and the market segments in the re-positioning for the brand to pay Price.

"Qixi" the brand repositioning is a typical example of the success. Qixi drink that many soft drinks in one, the survey showed that the main buyers are the elderly, they are asked to drink and a small irritation lemon flavor. Qixi company to a clever move, carried out a remarkable event, advertised himself as the production of non-cola drinks to get the non-cola drinks market leading position.

Brand cooperation strategy

Cooperation brand (also called dual-brand) are two or more brands in a product together. Each brand can look forward to another brand to strengthen the overall image or purchase intention.

Cooperation in the form of a variety of brands. Cooperation is a brand of intermediate goods, such as the Regal Motors Corp. said the ad, which uses Michelin tires. Another form of cooperation is the same enterprise brands such as Motorola's new phone using a "Motorola Zhang Zhongbao," Zhang Zhongbao company is also a registered trademark. There is also a form of joint venture brands, such as Hitachi's use of a light bulb, "Hitachi" and "GE" co-branded;

The new brand strategy

For new product design new brand strategy known as the new brand strategy. When enterprises in the new product categories in the launch of a product

, It may be found in the original brand name is not suitable for it, or the new products are better and more appropriate for the brand name of the enterprise, need to design a new brand. For example, Chunlan Group to produce the famous air-conditioning, when it decided to develop motorcycles, using the name of the feminization of Chunlan this is not the appropriate, therefore adopted a new brand "Chunlan leopard." Also, the original production of health products Yangsheng Tang development of drinking water, use a better brand name, "the farmer Springs."

Although the multi-brand strategy has many advantages, but also there are many limitations.

(1) With the introduction of new brands, its net contribution to the market rate Jiangcheng a marginal decline trend. Economics of marginal utility theory tells us that as a consumer of the increase in consumer goods, the goods were diminishing marginal utility of the trend. Similarly, for an enterprise, with the increase in brand, the new brand-to-business market marginal contribution rate is off the trend of diminishing. This is due to the limited resources within the enterprise, to support a new brand is sometimes necessary to reduce the estimated cost of the original brand on the other hand, enterprises in the creation of new brands on the market because competitors will be the resistance without achieving the desired results They will address the new corporate brand launch a similar competitive brands, or intensify the existing brand marketing efforts. In addition, another important reason is that as companies in the same online brand products increased between the brand will inevitably erode each other's market. In the sudden expansion of the market difficult, it is difficult to imagine the new brand to attract consumers are all competitors customers, or has never used the product, especially when the product differentiation smaller, or the same product Online different brand positioning difference not significant, this brand eroded among the phenomenon is particularly significant.

(2) brand promotion cost more. Enterprises to implement multi-brand strategy, it means that limited resources can not be allocated to the profitability of the few strong brands, brands need a long-term, a huge publicity budget. For some enterprises, it is elusive.

Multi-brand strategy

The same product categories in the introduction of multiple brand strategy known as the multi-brand strategy. Securities investors often invest a variety of stocks, an investor of all shares held by the collection is the so-called portfolio (portfolio), in order to reduce the risk of increased profit opportunities, investors must constantly optimize the equity portfolio. Similarly, the establishment of a portfolio of brands, the implementation of multi-brand strategy, often based on the same considerations, and such brand portfolio among various brand image is also linked to the existing differences, not stew, contains a combination of the overall concept More than individual significance.

(1) nurturing the needs of the market. Not a single brand alone can cultivate a market. Although initially a certain brand to outshine others, but once hard, and so it opened up to a fertile market, other people will be flocking to. Many market competitors opened up a common market, the market will help the rapid development and maturity. When the market began to divide, many contributors to the advertising market usually unavoidable, its effect is to further strengthen the product category of the common advantage. Some market at the beginning of a dynamic, but not the final form of climate, one of the reasons is that few participants. If a wholesale market only 23 shops, empty, the market is not what the market. There are a number of brands together to support an overall market absolutely necessary. Personal computer market as an example, if a business only Apple monologue, no other computer manufacturers follow-up, absolutely impossible for this popular form today's PC market.

(2) various brands so that enterprises have the opportunity to maximize market coverage. Not a single brand alone can occupy a market. As the market matures, the needs of consumers gradually broken down, a brand can not maintain its basic meaning and at the same time meet the same objectives. That is why some enterprises to create a number of brands to the market to different segments of their mind. On the other hand, Western retailers in recent years the rise of self-brand manufacturers to issue a strong challenge to shake the manufacturers to establish and maintain a brand on the active and dominant position. Multi-brand strategy will help manufacturers and retailers curb brokers control a brand further about their own abilities.

Multi-brand offers a flexible, help limit the expansion of opportunities for competitors, making competitors are in every segment of the existing brands are entering the obstacles. In the price war to defend the main brand, multi-brand is indispensable. Those secondary brands, as a small unit forces, launched a price war to the competitors to quickly crack down on the flank, who helped to provoke both difficult to Gu. At the same time, the core brand's leading position will be Haofa prejudice. Leading brands shoulders ensure that the entire product category of the profitability of the task, their status must be defended Otherwise, once the charm of its decline, product unit profit would be difficult to rehabilitation or the end of the brand would be rejected by retailers.

(3). Highlight and protect the core brand. When the need to protect the image of the core brand, multi-brand presence all the more significant, in the absence of core brands in the grasp of innovation can not be blindly risk. For example, to defend the brand equity, the Disney film production companies in its use of multiple brands, making Disney enterprises can produce all types of movies, so as to avoid the damage of Disney's prestigious image. In the West, the retail system to the keen interest in brand diversification, manufacturers use of multi-brand strategy to improve their overall market share, to increase their weight in the trial of strength with retailers.

Therefore, the multi-brand strategy will help cultivate business, market coverage, lower marketing costs, restrictions on competitors and effectively respond to the challenges of retailers.

product line expansion strategy

Product line expansion refers to the existing product line to use the same brand, when to increase the product line of products, still use the original brand. The new products are often partial to improve existing products, such as adding new features, packaging, design and style, and so on. Usually manufacturers of these products will be marked on the packaging of different specifications, different features or different users. Expanded product line are many reasons for, such as to take full advantage of surplus production capacity; meet new consumer needs first to become a full product line for the company to fill the market gap, with the introduction of new competitors or competitive products In order to get more shelf position. Product line expansion of interests: the survival rate higher than the expansion of products of new products and new products are usually the failure rate of 80% to 90%; meet the needs of different market segments; complete product line can be competitors of defense Attacks. Product line expansion of the negative: it may lose its brand name to a particular significance. With the growing product line, will dilute the original brand identity and image, increase consumer awareness and choice of the difficulty sometimes because the original brand is too strong, causing confusion product line expansion, with sales volume insufficient to They offset the development and marketing costs if the consumer fails to distinguish between the eyes to a variety of products, will create a product line with the old and new products in the fratricidal situation.

Brand strategic decision

Brand strategy has five kinds of decision-making. Namely: product line expansion strategy, brand extension strategies, multi-brand strategy, the new brand strategy, brand strategy of cooperation.

Brand name decision-making

Brand name refers to the decision-making decisions all the products use one or several brands, or different products were using a different brand. On this issue, can generally have the following four types of decision-making mode:

1. Individual brand name. That is, the decision of each product using a different brand. Use of individual brand name for each product to a different market position and is conducive to increasing sales and confrontation competitors, it can also disperse risks, so that enterprises will not be because of the reputation of certain products affected by the poor performance. Such as "P & G" a washing powder company to use the "elimination of stains," "Bilang"; soap to use the "skin Shu-kai" the use of toothpaste, "Jia Jieshi."

2. All products use a common family of brand names. Which means that enterprises of all products using the same brand. For those who enjoy high reputation of the well-known enterprises, all brand name products adopt a unified strategy to take full advantage of its brand name effect, so that enterprises of all products sold. At the same time businesses on the cost of introducing new products is also relatively low cost, to new products enter the market. For example, the U.S. General Electric Company's GE products are used as a brand name.

3. The major categories of products using a different family of brand names. Enterprises to use this strategy, the general is to distinguish between different categories of products, a product category of products to use the common brand family, so in different product categories in the area of establishing their own brand image. Companies such as the swift production of a product category is the ham; There is also a major chemical fertilizers, were named "Puli Mu" and "high-fat Luo."

4. Individual brand name and corporate name and use. That is, the decision of its different types of products are taking a different brand name, brand name and before adding the names of enterprises. Such strategies of the enterprises for the development of new products. In the new products with brand names on the business name, so that new products can enjoy the reputation of enterprises, and a different brand name, will enable all kinds of new products show different characteristics. For example, Haier Group launched a "Pathfinder" color TV, "Hercules" Freezer, "Prince", "Little Prince" and "small child prodigy" washing machines.

Brand user decision-making

Brand user decision-making refers to the use of this decision enterprises (manufacturers) brand, distributor or the use of the brand, or the use of two brands at the same time. Under normal circumstances, the brand is the manufacturer's product tags, manufacturers decided to product design, quality and characteristics. Renowned manufacturers will be leased to other trademarks of their small and medium-sized manufacturers, will collect the royalties. In recent years, increasing the brand dealers. Western countries many prestigious department stores, supermarkets, clothing stores and so the use of their brands, some well-known businessmen (such as the United States of Wal-Mart) to Buy 90% of all goods with their own brand names. At the same time strong, there are many wholesalers in the use of their brands, enhance the pricing, availability and other aspects of control. At present, the dealer brand has become an important factor in brand competition. However, the use of distributors for the brand dealers will have some problems. Dealers required substantial orders, use up a lot of money, the larger the risk the same time distributors to expand their own brand's reputation, need to vigorously promote its brand, operating costs increase. Dealers use their own brand will bring many benefits, such as the purchase because of the large number of its purchase lower cost, thus selling prices lower, more competitive, can get higher profits. At the same time dealers can be used to control prices, to some extent can control other brokers. In a modern market economy, brand manufacturers and dealers often between the brand of fierce competition, the so-called brand warfare. In general, manufacturers and distributors brand of competition among brands, in essence, is the manufacturers and distributors of the trial of strength between the strength. Manufacturers in the market has a good reputation, has larger market share under the conditions, manufacturers should use the brand, unable to operate their own brand dealers can only accept brand manufacturers. On the contrary, when the brand in a market dealers in the area has a good reputation and a huge brand, improve the sales system, the use of brand dealers are also beneficial. So a brand user decision-making, in line with the specific situation and give full consideration to manufacturers and dealers in the balance of power in order to make an objective decision-making.

Brand of decision-making

Brand of decision-making is to decide whether to refer to products from the name, logo design activities. Historically, many products do not have to brand. Producers and brokers of the products directly from the barrels, boxes and containers taken out for sale, without any identification of the supplier's credentials. The trip will go through the Middle Ages to the requirements of the handicraft industry, trade marks in the standard of their products in order to protect themselves and consumers from inferior products damage. In the field of art and artists in their works on a tag attached, and this is the first brand marked the birth. Today, the brand of commercial enterprises, especially for the role of values, rapid development of the brand, has very few products do not use the brand. Like soybeans, fruits, vegetables, rice and meat products, such as the past never used brand of goods, was also a feature on the packaging bags, called the sale of brands, it is naturally the purpose of access to the benefits of the brand. The use of the brand benefits of enterprises are as follows: to order processing and tracking of products, protection of certain unique characteristics of the products were competitors to imitate, in order to attract loyal customers the opportunity to market segmentation; help to establish the product And corporate image. Although the brand is the largest commodity market development trend, but for individual enterprises, whether or not to use brand products must also consider the actual situation, because access to the benefits of the brand at the same time, create, maintain and protect brands have made great Costs, such as packaging costs, advertising fees, costs, expenses and legal protection. So in some supermarkets in Europe and the United States has emerged with a brand of phenomena such as the small of the face, toilet paper and other packaging simple, low prices of basic living supplies, which makes enterprises can reduce the packaging and advertising expenses, A price advantage. Generally speaking, for those who can not be in the process of a certain characteristics of the product, the same products as high, consumers will not buy too much attention to brand. In addition, the brand and product packaging, production, prices and manufacturers, etc., are consumer choice and evaluation of external merchandise a clue, for those who value consumer products only the style and price to the neglect of branded products, brands The significance of it very small. If the business when we decide to create a new brand, not just to design a logo for the product or take a name, but must be through various means to enable consumers to achieve the level of brand recognition, or the existence of the brand is meaningless. Unprocessed raw materials and products manufacturers who will not be different characteristics and different form of goods can still use non-brand strategy, this can save costs, lower prices and expand sales.

Brand strategy outlined

David A. Aaker think: this is a brand equity assets, it can provide for enterprise customers and products or services beyond their own interests beyond the value of brand equity is at the same time with a particular brand of close contact, if that brand Text, graphics change, affiliated with the brand on the property will lose some or all. Brand strategy is to produce a series of accumulated corporate brand management and marketing methods, including 4 P and brand recognition, all the elements. Are: brand of decision-making, brand user decision-making, decision-making brand name, brand strategy, brand positioning to the decision-making, brand extension strategy, brand updates.