A small investment but also do the big brands.docVIP

 PAGE \* MERGEFORMAT 12 A small investment but also do the big brands ‘A small investment, can be big brand,’ the concept of a proposed attracted much attention at the same time is causing a great challenge. This is expected, because the Chinese brand-building has grown used to big business to do when the big spenders brand, Deal or No Deal; accustomed to the rhetoric of transnational corporations: In order to bigger brand, rather a loss of ten years; used the ‘follow-replicating ‘imitation of the brand strategy consulting firm, there are no major innovations, only cost a lot, is in financial comparisons; are more used to the operation of conventional branding strategies, and general strategies generally need a strong capital base. As a result, enterprises and ‘follow-replicating’ brand consulting company in planning to establish a brand, not to think about how the brand positioning, which, what strategic planning, first thought was to ask what to do popular star endorsements, even if can not afford popular, and it must be once ubiquitous will; is the first went to the local TV or CCTV or a two-pronged approach? Or else not to advertise, they do not big brands. Only big ads to big brands, it is sad marketing industry is a tremendous waste of corporate resources is a corporate life of irresponsibility, but also allows brands to become a ‘luxury’ is synonymous with, many small and medium enterprises in particular, Local Specialties business merely because of lack of funds has remained at the periphery of the brand market, wants to brand? Take the money! In fact, to get out of this misunderstanding, we need only understand: Advertising is not a sufficient condition for the brand, but a necessary condition. A major advertising does not necessarily big brand and big brands are not the only major advertising can be done. For example ChinaHR and a well-known planners, an ostentatious, a leading authority of marketing session, plus more than 1 million of advertising c