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1、白酒企业品牌家族化和品牌资产管理（Liquorenterprisebrandfamilyandbrandassetmanagement）[nextpart]LiquorbrandfamilyandbrandassetmanagementofthethreemajorsystemsengineeringThefirstbigsystem-productbrandbuildingisthebasisforconsumerstoacceptIntheprocessofenterprisemanagement,product
2、salesforceisundoubtedlythemostimportant,buttheindustryismoremature,moreseriousproducthomogeneity,brandconcentrationishigh,theconsumermorerational,channelmanagementmoredifficult.Inthiscase,theproductiscompetitiveand"sell",istheonlypropercoursetotakeshapetheprodu
3、ctbrand.The1category,shapeisthekey:Liquorasamaturecategoryknowntoconsumers,aneffectivewayinthecompetitionintalentshowsitselfisshapingauniqueconsumervalueandcontinuetoadhereto"subcategory"."TheYangheRiver"Luzhouinfine"soft",from"HengshuiLaobaigan"segmentinthemor
4、ninginXiangxiLaobaiganflavor.Bothreceivehigherconsumerawarenessandgoodmarketfeedback.Theproductbrand,howtofindtheirownadvantagesistherepresentativecategory,istheflavor,taste,orotherprocess,whetherbothsubdivisioncategoryorinnovativecreatingcategory,tomeetthecons
5、umer'srealinterests,butalsotocontinuetobalancetheareaoflargearea,tothecountryoftheconsumerandbusinessawareness.Themethodsandprinciplesofbrandclassificationareasfollows:1)categoryconceptualization.Soft,soft,elegant,pureeandotherconcepts,aresetupasubcategoryofliq
6、uorisagoodchoice,allinthemindsofconsumerswithclear,recognizableinterestconceptscanbeusedasawayofshapingthecategory.2)categorystandardizationisacompetitionrequirement.Whenacategoryisexcavated,itwillbefacedwiththetrendofthesituation,howtoenlargeandmaintainthescop
7、eofthecreationisthekeytobrandbuilding.AfterwestrengthenthefragrancecategoryconceptinHenanBaofengwine"Guosefragrance"brandforsecondyears,andfurtherfromtheregional,process,storagetemperatureandtheestablishmentof"thestandards",andfurtherconsolidatethestatusofthena
8、tionalcolorsfragranceinthemindsofconsumers,theeffectisveryprominent.2,productinnovationisthecoreproductisthecarrierofthebrand,thebrandproductsretreat,pragmatic,consumerspend
