资源描述：
《创造竞争力的品牌族群（creating competitive brand groups）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、创造竞争力的品牌族群（Creatingcompetitivebrandgroups）Nowtherearetensofmillionsofbrandsallovertheworld,anddozensofthemwecanname,butmorethanadozenareknown.Inthebrandunderthestars,whyafewbrandscanbedazzling,butmostofthebrandsaredimanddark?Now,therearebillionsofdollars,thebombingofadvertisingbr
2、and,butafewyearslater,thereisnoobviousaccumulationofbrandequity.Somerelyoneventmarketing,gimmickshype,althoughthepopularityisveryhigh,butsuchabrandcontributiontosalesisnotobvious,thebrandwillsoondisappearfromthepublic'slineofsight.Thereasonisthatthesebrandsareonlyintheearlystages
3、ofbrandbuilding-awell-knownbrandname.Thebrandhierarchycanbedividedintothreestages:popularity,reputation,loyalty.Thefirststageiseasytoreach,aslongasthemediaenoughormakesomemarketingevents,canbeknowntoeveryfamilybut,youknow,theconsumerbranddoesnotmeantheywillconsumeyourproducts,the
4、refore,havepureawareness,butnotforthecompanytocreatebrandaccumulationandpositivebrandtoenterthesalesexcellentbrand.Thesecondlevelisthelevelofreputation,aslongashavegoodproductsandgoodcorporatereputationcanbeachieved,soalthoughthebrandishelpfulinresistingthemarketrisk,reputationsp
5、readandotheraspects,buttheeffectisnotobvioustheessenceofsalespromotion.Onlythirdlevels-loyalty,arethecharacteristicsofasuperbrand,brandloyaltycanwithstandastrongmarketriskandcontinuetopromotegoods.Althoughexcellenttopbrandshaveverystrongstrength,theproductsallovertheworld,themedi
6、aismoreextensive,butthesearealsotopbrandshavecomefromalittle-knownbrandroad,therefore,havealotofresources,widemarketshareandhighdensityspread,cannotbecometheoutstandingthesuccessofthebrandreason,becausetheseresourcesandadvantagesaresuccessfulonlyaftertheyhave.Sohowdidtheymaketheb
7、randbiggerandstronger?Carefulanalysis,animportantfeatureis:themoresuccessfulbrands,themoreloyalcustomers,thelessthecontrary.Loyalcustomersmeansnotonlytofirmlybuyabrandofproducts,tocontributetotheirprofits,butalsotofreethebrandforpublicity,sothattherapiddevelopmentofthebrand.There
8、fore,alargenumberofhighlyloyalcustomersa
