360-degree management of your brand - and the global brand steward chat Brand.docVIP

 PAGE \* MERGEFORMAT 6 360-degree management of your brand - and the global brand steward chat Brand Moderator: Awa ‘Yangcheng Evening News’ brand Column Editor Guests: Xialanzeao America International Group chairman, president and chief brand What is this? Many people around the world can answer this question, but Shelly Lazarus’s answer is definitely the most authoritative one of the few. As a global brand president of Ogilvy amp;amp; Mather Butler, Shelly Lazarus and her spare no effort to promote the ‘360-degree brand management ‘theory is becoming like IBM, Motorola, Ford, Shell, Unilever, Kodak and other companies to create world-renowned brands to follow doctrine. Chinese enterprises how to create an international brand? 360-degree theory for the development of China’s market status quo? Shelly Lazarus come to China to take advantage of the occasion, Awa her tea together Come chat on these topics. Brand: you have no choice but Awa: Now more and more Chinese enterprises begin to realize the importance of brand as a global brand steward, you can briefly tell me the brand is? Brand enterprises, Why are you so important? Shelly Lazarus: Brand actually not that complicated. As consumers, our life is full of a wide variety of choices, and it is the brand to help us make these choices. As you sail in the sea like the need for navigation lights, brand as a consumer’s life navigation lights. For businesses, if you do not want to continue to decline in value of their products, to long-term development, you can only approach through the establishment of the brand. Now the market situation is becoming increasingly competitive, if you do not participate in the brand game, then you will never be able to participate in international competition in the market but to keep the final price reduction. From the enterprise’s long-term perspective, only by establishing the brand, you have possibly based on the connotation of the brand in the market to maintain a high level