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1、品牌建设一一从产品识别开始Dobrand?Jokingly,that，seasy!Ithought,butwhataboutthemoney?Dobrand?It'sabigbusiness,andoursalesarenotbad.Thisisthebrandofsmallandmedium-sizedenterprisesthatweoftenhear!FromDavicl•Augewei，stheoryofbrandimagefrombeginning,marketingallovertheworldpeopleto
2、chaseafterholdinbothhands,thereisnostop,untiltoday,thebrandisstillmarketingfieldarementionedthemostwords,ofcourse,thesituationinChinaisnoexception!Andinashortspanof20yearsexperieneeofmarketeconomy,hundredsofyearsinwesternmarketeconomictheoryresearchandpracticeofChinesee
3、nterprisesinthefaceofalargenumberofbrandspeechsomewhatpuzzled-oftenhearcomplaintsarebrand"brandingisdead,don'tdoiswaitingtodie",itreflectsalotofChinesesmallandmedium-sizedenterprisesinbrandbuildinginabind!Infact,theimportaneeofthebranditselftothesurvivalanddevelopmentof
4、theenterprisecanbewidelyaccepted,butinreality,〃how?〃Becameaheadacheformanysmallandmedium-sizedenterprises,somemarketingpeopleinChina,thebrandconstructionrelatestoproductinnovation,brandpositioning,communicationstrategyandfunding,andmanyotheraspectsofmanyoftheproblemsand
5、conditionswillbeslightlystretched,indesperation,theyeithertakebrandonlyasamacroconceptintoallkindsofreportandplanningmeaninglesssymbols,orwiththebrandoftheconstructionofthelong-term,complexityandsalesiseverythingasanexcusetogiveupthebrandconstruction,evenhassuchas〃thebr
6、andistomakeadvertising","brandtohaveenoughmoney","famousbrandis〃moresuperficialunderstandingexistsinsomeunderstandingsoftheenterprise・Infact,brandbuildingisnotascomplicated,nowthatthebrandisadirection,tochoosewhichwayisourownthings,andcorrectlyunderstandChina，scurrentma
7、rketenvironmentofbrandmeaningandfindasuitableforChina，ssmallandmedium-sizedenterprisebrandconstructionroadisthekeytosolvetheproblemofreality・One:thecurrentmarketenvironmentandbrandconstructioninChina:InChina，scurrentmarketenvironment,theurgencyofbrandconstructionhasbeen
8、fullyrevealed,predictably,inthefuturemarketcompetition,brandwillbecomethemainproductsalespullstrength,brandcon
