Brand building and marketing high-end wine Q amp;amp; A.docVIP

 PAGE \* MERGEFORMAT 12 Brand building and marketing high-end wine Q amp;amp; A Q: How can ‘embody’ a high-end liquor brand? A: First of all it must be ‘luxury’ and ‘precious’, and the price and value must be proportional. Reflected in the price, it must be high-priced or high consumption costs; reflected in the value, but also must be high quality, high character, high-grade ‘most advanced products’, which reflected the highest level to the content from the appearance of each one details; it must be rooted in a particular culture of the soil. Attractive high-end brands need to shape the culture. The nation is the world, because the underlying cultural traditions and value systems have a strong force. It must have personality characteristics of the culture and values, can meet consumer beyond the wine itself (that is, ‘wine’ and ‘practical value’) more ‘luxury needs’, including the value of embodied identity, emotional dependence and so forth. For example, ‘Shuijingfang’ by virtue of its ‘China’s most ancient amp;amp; Fils’, ‘China’s Luzhou-flavor liquor a wordless history book’, ‘China’s liquor industry,’ Terracotta Warriors’’, ‘state key cultural relics protection units’ site production, history, culture and quality, through high-quality, high character, high-grade differences in shape and to provide quality marketing services to every detail, and constantly defending their ‘Chinese liquor 1st Place’ and the leading brand of Chinese Liquor position, gradually Xian Chinese luxury brand image. Q: How do ‘marketing’ a high-end liquor brand? A: The first construction of a high-end brands and the consumers ‘sense of distance’, relying on quality, price, culture, and the value of building elements and details of construction, giving the brand ‘luxury’ and ‘precious’ characteristics. Sense of distance is a necessary condition for luxury goods, to make the vast majority of consumers are ‘unattainable’ the ‘consumer experience’, which is marketing luxury (rare) pr