Brand extension of health care vigilance gained nothing in loss to rice.docVIP

 PAGE \* MERGEFORMAT 4 Brand extension of health care vigilance gained nothing in loss to rice In the 1980s the rapid development of the health care industry has gone through more than 20 years after the representative of the typical brand from Titan than a decade ago, three oral liquid, hearts K, Melatonin and other initial, and then to Mongolia to send marketing conference marketing, TV shopping, direct marketing on behalf of a variety of marketing model development and application of this century, the Chinese health products industry weakness in filling the market seems to be an instant failure “. At the same time, market competition is increasingly fierce, advertising, pricing, channels, terminal, activities, everywhere, bloody assault, media costs gone up, the effect is greatly reduced. The majority of consumers in a number of vendors turns education, awareness is greatly improved began to consciously resist the ads, the big hype mode, simply relying on the concept of speculation old series mechanism is very difficult to regain its past glory, businesses want to build a profitable brand has been very difficult and high cost, long cycle, risk, general companies simply do not afford to wait. Increasingly difficult to walk the road of brand building, business has to continue to develop, how to do? Brand extension naturally brought to the foreground. Brand extension, as one of the methods of brand management, has long been widely used, we know there are Haier, Wahaha, Master famous brands. relatively low-risk, short period, less the cost of good, combined with so many “success stories”, many health care products companies hope to brand extension as a style all their own to deal with the current predicament, but test the water but found the remarks of the scenery is far from their own imagination, not only did not look forward to the new share to the contrary, it hurt the original brand, resulting in reduced market share, profits increasingly diluted. Br