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1、品牌战略的三个时代Thethreeevolutionofbrandstrategymethod(dividedintothreeeras)ProductEraWeareinthebeginningofreformandopeningupin1980soccurredintheeraofscarcityofgoldthatday,whenthecompetitioninthefactory,whoseproduct!onspeed,whowillmakealotofmoney,theUnitedStatesinventedthepipe
2、linesysteminHenryFord,thenAmericanindustrialeraiscoming,whenconsumerdemandforproductshighproductivitycountriesleadtolimited,aslongasthegoods,notafraidtoseiLIn1980s,ourenterprisesalsoneedbrandstrategy,hugedemandpulltherapidgrowthofenterprises,alargenumberofenterpriseswit
3、houtsufficientcompetitiontoreachthescaleofnearly10billionyua.n.Itwasthissuccessthatledtothelaterproblems・Enterprisesarefacedwithhugesurplusandfiercecompetition,enterpriseshavegreatinadaptability,sotheycanonlycompetewithweaponsinthemosttraditionalway,thatislowprice・After
4、suchafewbaptism,enterprisesandenterpriseshavedemandedthebrandstrategy.IntheUnitedStates,too,aftertheSecondWorldWar,alargenumberofmilitaryenterpriseswereconvertedtocivilian,andafterthewar,thedemandforpeopleincreased,whichmakesthewholemanufacturingindustrylikethetideup.Ac
5、onsiderablenumberofenterpriseinventoryincreased,moreandmoresupply,competitionbegantointensify,thistimethereisathingonthestageofhistory,heinventedawaytomakeinventoryproductsbecomesalable.ThischaracteriscalledLawsRifs,andthemethodhediscoveredisthefamousUSPtheory,thatis,th
6、euniquesalesproposition.Therearethreeprinciplesofthistheory:1,putforwardthesameopiniontoeverycustomerthrougheachadvertisement2,thisclaimmustbeputforwardbycompetitors3,thispropositionmusthaveenoughsalesforce,canimpresscustomersIfthebrandcanfollowthesethreeprinciples,itwi
7、llsellbetterthanitsrivals・Newtheoriesmakemanyexamplesofbrandsuccess・Forexample,therewasakindofchocolatecalledM&M'schocolate,andnowitisstillthefirstbrand・HavedoneOgilvyadvertising,Dovesoap,italsosaidauniquesellingpoint:soapcontaining1/4lotion.Itwasalsoverysuccessful.Busi
8、nessesarelookingforuniquesellingpropositionfortheproduct,notnecessarilyinsistthatisuniquetoyou,aslongasthecomp
