Brand secret- disclosure of a penny to do the brands secret.doc

 PAGE \* MERGEFORMAT 5 ‘Brand secret’: disclosure of a penny to do the brand’s ‘secret’ ‘Brand secret’: disclosure of a penny to do the brand’s ‘secret’ Mr. Xie Fuliang well-known branding expert, and Mr. Zhu Liang united to build a ‘brand big secret - ultra-low cost branding 16 Golden Rules’ a book in January 2007 from the Mechanical Industry Publishing House. Listed on the subject of the book a lot of media attention and the general praise of those small and medium enterprises, the first printing was sold out. At first, see this title, I can not help but have a trace of confusion. Title so Xuan Hu, create the brand of the ‘secret’? Perusal after a taste of that this ultra-low-cost building brand is really a major problem, while it is the rise of small and medium enterprises ‘Bible’. Low Cost build a strong brand, which is ‘the brand secret’ one of the biggest feature of the book. ‘Brand’ has to be seen as a ‘high’ is synonymous with, as the preface the author said: ‘We’ used to ‘mega-firms to do the brand and exotic, big spenders, Deal or No Deal; we’ used ‘the rhetoric of transnational corporations, In order to shape the brand, rather a loss of ten; we ‘used to’ pick up the brand consulting firm based imitation strategy, there are no major innovations, only cost a lot, is in financial competition, to find differences; we ‘used to’ conventional brand operation strategy, The conventional strategy generally requires a strong funding base. ‘But,’ the brand secret ‘This represents one of the subtleties, which first proposed a penny to do the brand, which is why his book is different from other brands of office. Small and medium enterprises due to small scale, costs are low, the shortage of talent, making the brand for them beyond the reach of ‘luxury’. Now, however, can use ultra-low cost to build the brand, which for small and medium enterprises can be called ‘the gospel’. As long as companies find their own brand strategy, we can build a strong brand ultr