从管理的角度做品牌--独辟溪径的品牌建设之道（from the angle of management for brand building path brand - hot creek）

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1、从管理的角度做品牌--独辟溪径的品牌建设之道（Fromtheangleofmanagementforbrandbuildingpathbrand-HotCreek）Donotsimplyimitatetheoperationofthosestrongbrands;Donotsuperstitiousbrands,by"planning+advertising"willbeabletodoit;Buildyourbrandfromamanagementpointofview,notothers,Asiffromthehousekeeper'spoin

2、tofviewtodesignyourgarden,andnotfromthepointofview,tosellthegardenerFailuretodobrandingbycommunicationIfyouwanttolistthelast5-10yearsinChinamarket,oroncedazzlingdazzlingstarbrand,asifcountlessstars,hao.Itincludesbothlocalandforeignbrands.Itincludesboththebrandofindustrialconsu

3、mergoodsandtheservicebrand.Lookingatthesuccessofthesebrands,itseemsthatwecaneasilyfindsomeoftheircommonalities,thatis,"tothedisseminationofthecoretobuildbrands."".Ifspreadwell,youcanenhancethebrandimage,pullsales,openchannels,playhome,andmayevenintegratethesupplychain".Althoug

4、hthisgamewilleventually"Qinchi","love"hasbecomeatragichero,butalsosomeearlysentence"melatonin"and"medicine"ofthedeathpenalty,butitreallycreateda"SeaKing"and"mrs.".ButsuchasProcter&Gamble'ssubbrandseries,McDonald's,andNipponandUPSaremainlyrelyingon"communication"tocreatesuccess

5、.Thisphenomenonmakesmanyenterprisesthink:oncethebrandcoreisdetermined,thespreadisthecoreofbrandbuilding-evennauseaadvertisingisnotaproblem.Isthisacorrectunderstanding?Theauthorbelievesthatthismaybecorrectforsomeenterprises,butitgivesthemajorityofenterprisesawrongsignal,andmaye

6、venmeanadangerousmisunderstanding.Ifwelookatthesestarbrands,wecanfindthattheyallshareacommonfeature:theproductdistributionandthecustomerdistributioncanbebasicallyconsistent!Thischaracteristicisnotaffectedbyindustryorproductdifference.Sofastconsumergoods,theservicesectoristhesa

7、me.UPSortheinternationalhotelgroup'sadvertisementappearsinthemassmedia,thepremiseistheytothenationalmarketisdeterminedtowin,moreoverisinthecooperation,thejointventure,theoutputmanagementandsoonwidespreadnetwork.Theproductdistributionisconsistentwithorconsistentwiththecustomer'

8、sdistribution.Theagreementoftheenterprise,aslongasthecorebran