Beware of the brand would be hollow.docVIP

 PAGE \* MERGEFORMAT 9 Beware of the brand would be hollow Brand is an intangible asset, its value is sometimes beyond the physical plant and production equipment. The implementation of brand strategy was once local businesses eager to see business goals, but due to lack of brand theory, in-depth study and long-term practice, in the course of the brand appeared in numerous low-level errors, many SMEs are not only not benefit from the contrary, because the blind crippled operations; while the operation of some of the early success of the brand companies, due to the lack of scientific concept of brand management, brand maintenance and brand equity to expand areas where there are deviations. Among them, the brand is the hollow of local enterprises are facing the most typical of the confusion, we can say a lot of the local well-known brands are faced with this potential crisis. Generally thought that the brand is a name, term, sign, symbol or design, or their mutual combination of a particular group of consumers to identify products or services, and bring it with competitor is to distinguish the products or services. In fact, should be a more comprehensive understanding of the brand or brands of the main enterprise (including cities, individuals, etc.) the sum of all intangible assets, holographic enrichment, while the ‘this enrichment’ are allowed to be a particular ‘symbol’ to recognition; it is the main and object, subject and society, a product of interaction between businesses and consumers. ‘Symbol’ is the brand of shell, and its core is the concept and benefits of the brand promise. Brand hollow of the principal manifestations, brand purely symbolic, there is a wide range of well-known but not personalized content, brand positioning and core concepts of the same system, serious, the target audience for its brand awareness and recognition of its well-known serious asymmetry . Brands and products do not form a positive interactive relationship can not put t