Brand and customer value theory of the relationship between the.doc

 PAGE \* MERGEFORMAT 16 ‘Brand’ and ‘customer value theory of’ the relationship between the Business, the advertising industry have a common misconception, that is: ‘brand’ values embodied in the ‘premium’ brand name can make the products have played out of their value price. ‘Branding experts’ who delight in talking about the ‘Coffee Case’ is: a cup of coffee worth, to how much money Starbucks sell, the extra part is the ‘brand value’. ‘Branding experts’ are right Kotler’s ‘customer value theory’ is naturally dismissive. Trout brand strategy company-funded exercise in Beijing, Shanghai, Guangzhou and other places around the speech ‘Brand Competitiveness of China’s analytical report,’ it would blunt criticism of Kotler’s ‘of marketing is to create customer value’ of the doctrine, that Kotler theory ‘in today’s China and the United States in 80 years, as it is not feasible’. Part of the ‘consumers’ also has’ consensus’, they think,’ brand ‘is’ get money’, the brand can create value for customers, ‘advertising more, the price more expensive, quality worse’, ‘what a brand into a , the price on the expensive, but the quality is still the original ‘. Therefore, they are eager to buy ‘sales price’, welcomed the ultra-self-made business, no brand, but lower-priced products. For Kotler accusations, naturally dismissed (Kotler said: ‘cynic to understand all of the price, but value of nothing’). ‘Brand’ and ‘customer value’ is so opposite results? Well, ‘the brand’ and ‘customer value’ of the real relationship then what is it? 1, ‘customer value’ and ‘brand positioning’ Customer Value is the enterprise for the customer (customers a broad sense, including all members of channels such as distributors, relevant social resources, human resources, consumer) to create value. Kotler said: Customers are always the pursuit of ‘Total Customer Value’ and ‘Total Customer Cost’ is the maximization of the difference. ‘Customer value theory’ to develop strategies for enterprise