創(chuàng)造競爭力的品牌族群（creating competitive brand groups）

《創(chuàng)造競爭力的品牌族群（creating competitive brand groups）》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫。

1、創(chuàng)造競爭力的品牌族群（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