Brand compliance category or category to comply with the brand-.docVIP

 PAGE \* MERGEFORMAT 6 Brand compliance category or category to comply with the brand? We study the brand, it always used its own brand of a category assigned to inside, and then to measure the development of category brand development is good or bad. For example, the category growth rate of 50%, while the pace of development of our brand is only 30%, therefore to the conclusion that: brand development below the category growth, we should redouble our efforts. It is because of this line of thought, in the field of market research has also had a CDI (Category Development Index) and the BDI (Brand Development Index) Index, to tell you how to focus on the development of arrangements for category brand promotion. This analysis tool, seems to us a benchmark (Bench Marking), in order to benchmarking as an investment direction in order to benchmark standards as a good or bad, both sensible and reasonable. However, this tool a category of the boss and her younger brother may be useful, while a new brand, especially for a small, entrepreneurial businesses, has just brought a lot of questions: in the end we take the others way? Or to go their own way? Because we have to recognize that every enterprise resources, capabilities and strengths are different, and innovative capability is vastly different. So, if in accordance with the existing categories to measure their own development, and even their own brand and the brand has been doing similar, there may be a big problem. From the perspective of the scale, ‘category’ is definitely better than the concept of ‘brand’, and one category can accommodate a lot of brands. Precisely because of this, many people taken for granted that the brand has to go through categories to find categories of marketing rule is a brand based on the fundamental guarantee for the category. However, the fact is not necessarily the case. We can recognize an industry, a category has its own basic marketing rules, so it produced a ‘business mark