A good brand can win.docVIP

 PAGE \* MERGEFORMAT 7 A good brand can win Text / Laura Ries translation / Chen Jie strong brand gives the impression that it represents in itself a better product, even if its product quality and comparable to similar products. However, many companies believe in a better product in order to win. They spend all efforts to create a good product is not a good brand above, in fact, the real purchasing power from the brand, rather than the product. Products, brands, pros and cons? Those who committed the biggest marketing mistakes, than not to the brand, but only blindly emphasis on product. If the product is only as a product to do, marketers will be to focus all efforts on how to produce better products above, rather than to build a better brand. Many years ago, Coca-Cola because such an approach has led to a market catastrophe. At that time, a series of taste tests show Pepsi better than Coca-Cola drink. Well, Coca-Cola is how to deal with it? The company began to devote themselves to enhance the taste of Coke and eventually launched a new taste of ‘New Coke’ (New Coke). ‘This is our ever sure this action. ‘Chairman of the Board was very confidently predicted that New Coke will succeed. How could a failure? Coca-Cola for more than 20 million consumer taste tests, New Coke’s support rate is three times the traditional cola, this conclusion has effectively proved that the new Coke taste better. Products better, advertising campaign overwhelming, but the launch of New Coke was a fiasco. Only less than three months, Coca-Cola to re-launch of its original formula of Coke Classic (Coca-Cola Classic). New Coke was renamed Coke II (Coke II), has only a very small market share. New Coke is undoubtedly a better product, but by no means a better brand. Pioneer and leader in how is it going to build a better brand then? The only way out is: to become a leader in new product categories. Coca-Cola is the first Coca-Cola products; Hz (Hertz) is the world’s first car rental c