Beyond the P amp;amp; G- Brand Thought.docVIP

 PAGE \* MERGEFORMAT 10 Beyond the P amp;amp; G: Brand Thought Procter amp;amp; Gamble brand idea is dedicated to the global marketing community’s most outstanding treasures, P amp;amp; G’s brand ideological influence on the global corporate governance revolution, the study has the wisdom of P amp;amp; G’s brand of domestic daily chemical enterprises to establish a strong brand with an indelible contribution. P amp;amp; G’s brand essence and the core idea is the brand positioning of the extensive and profound thought. Procter amp;amp; Gamble, the consumer’s point of view of the brand positioning idea is that for quite a long time to come Chinese daily chemical enterprise learning direction. Through in-depth analysis and study, P amp;amp; G’s brand positioning idea to focus in the following four aspects. A, function and emotional integrity and unity of location Procter amp;amp; Gamble, we found that nearly one hundred brand positioning, brand positioning, P amp;amp; G formed a functional orientation and emotional integrity and unity of location. P amp;amp; G’s advertising communication in the description of the functional is always very direct, some functional description is simply a relatively shallow level. But this does not affect the company’s brand strategy, Procter amp;amp; Gamble’s big gains, because P amp;amp; G in the promotion of activities, attaches great importance to the use of public relations and other means to spread the brand tonality. Rejoice with Procter amp;amp; Gamble brand, for example, Rejoice is the first introduction of ID cards the Chinese market demands of shampoo brands, advertisers take full advantage of the early Rejoice layman’s language and explain the various means of advertising the brand Rejoice feature of this differentiation. However, with the competitors to imitate, Rejoice aware of the need for simple functional positioning of the deepening of its ‘Rejoice is one such self-confidence’ to establish a new brand barriers. W