Brand Cross alchemy.doc

 PAGE \* MERGEFORMAT 5 ‘Brand Cross’ alchemy Consumption value of the brand Lenovo’s acquisition of IBM’s PC business, brand building is widely considered to Lenovo will be the greatest difficulties encountered by one of the advertising agency Ogilvy amp;amp; Mather CEO Shelly Lazarus is a striking phrase: ‘Lenovo is a brand? Haier is a brand? No, they are just brand names rather than brands. ‘This is certainly the hearts of the Chinese people quite convinced that if Lenovo, Haier, the Chinese people of these names are hardly familiar with the brand, then what can only be counted on the brand? Determine whether a trademark is not a brand, can be a simple way is to look at the brand name itself has no consumption value. In the usual sense, we know that brand-name products as a result of publicity and made a commitment, you can reduce the cost of consumer choice, but considering the value of a brand’s consumer, we assume that consumers have to buy the brand-name products, besides the product itself with a The value to consumers, the brand is also used to bring consumers on the value? Such as Lenovo, in addition to the function outside of the computer itself? ‘Legend’ This word is also available to consumers, what? If the functions of the product, after stripping, trademark itself is still valuable, it can be that this trademark is a brand. If we think that Haier refrigerator reliability, is this brand of consumer value? Not, this is the performance of its own refrigerator, but the Haier refrigerator and high reliability if it is trustworthy, consumers can rest assured that the use of ‘confidence’ value is ‘Haier’ is the name the value. If you look at the value from a consumer brand, the brand itself becomes a product, not just the product dependency. So the brand of this product which elements constitute it? What kind of structure? We are refining it into a ‘brand cross’ model. Brand Cross The cross is a sign of Christian keepsake, to loyalty, fair, loyal