Brand Building Basics 2- brand goods Force.docVIP

 PAGE \* MERGEFORMAT 12 Brand Building Basics 2: brand goods Force Two . Goods force is the basis of the brand power 2.1. Brand power products Enterprises can survive in the market, whether in the competition to establish their own brands, with a strong brand power, the fundamental point is the smooth production of products into the market, and consumers in the market to be recognized. Therefore, for the creation of a brand, the product is its material basis. At the same time, a successful product is not the same in their own perfect product, but should be confirmed by the market products. Therefore, we introduce the concept of commodity strength. The so-called power brands of goods that consumers perception of the brand itself is attractive to consumers. Brand products can be divided into two parts constitute a force: The first part constitutes the basis of commodity power; two forces constitute the enhanced part of the commodity. 2.2. A fundamental part of brand strength Constitutes a fundamental part of brand strength is the value of brand and price ratio. Renowned marketing scholar Philip Kotler, Professor value refers to a variety of consumer products to meet the capacity needs assessment [Note 5]. To fully take into account the value of commodities, then the entire concept of starting from the goods. Overall concept of goods, including tangible material and a range of intangible services, which mainly covers the efficacy, quality and service 3 content. 2.2.1. Efficacy 2.2.1.1. Product efficacy and effectiveness of new product strategy for the product to the consumer products is the basic utility and interest, which is a central element of consumer demand. Consumers to buy a commodity not to be the product entity itself, but in order to meet a certain need. The increasing maturity in the market today, to find that there is a new utility of innovative products is very difficult. It is due to meet the unmet needs of consumers, this effectiveness in raisi