Breakthrough- Brand Management- monkey 4 no and brand stickiness.docVIP

 PAGE \* MERGEFORMAT 5 ‘Breakthrough’: Brand Management: ‘monkey 4 no’ and brand stickiness The brand is to ‘monkey 4 no’ There is a lot of fun arts and crafts, is the four monkeys, in which a clutching his eye, named as ‘Evil’; a Wu Zhuozui, named as ‘Evil words’; have been clutching his ears, called as ‘indecent Do not listen to’; there is a clutching hand, named for the ‘Evil OK’. If, we ‘ceremony’ is defined as the brand’s core values, you know, brand planning and communication in order to avoid deviation from the crisis to avoid the occurrence of the brand is to follow the principles of these four are not. Evil: product packaging, visual communication, image display and other transmission elements should be done around the brand’s core values. Evil words: advertising, journalism, public relations, promotions must be unified so-called integrated marketing communication is to an image, a voice, can not be here talking-shop, the other side says the West; Evil Line: not in line with brand positioning and core values of the behavior not to do, such as the positioning of your core values of ‘modern medicine’, then the products made, it should be in line with the positioning of such demands, if carried out blindly brand extension may even trigger a crisis in the parent brand. Do not listen to indecent assault: To stick to their principles, ears son Do not be soft on the market information to learn how to identify, even for research, but also learn to analyze, filter, to avoid leading the brand to go astray Brand Extension: Brand Adhesion degrees of thinking Brand extension is undoubtedly a powerful attraction. Brand extensions are often used against competitors, and strive for greater market share, but also is ‘save money, effort, time-saving’. Use of brand extension strategy, not only can continue to enjoy the well-known brand of ‘brand umbrella’ effect, it was able to continue to support the original brand new products. At the same time, the use of br