Brand key to growth - to create brand communities.docVIP

 PAGE \* MERGEFORMAT 24 Brand key to growth - to create brand communities This article is taken from SHI Guang-date book, ‘subversion - China Marketing and Management Rules’ Brand around the world now has tens of millions, whereas we can utter the least on the name, but dozens, well-known, but a dozen. Brand under the stars in the vast and why a small number of brands can be bright, while the vast majority of brands it lost its luster? Today, there is no lack Deal or No Deal, the bombing-style advertising the brand, but a few years, brand equity has no apparent accumulation. Some rely on event marketing, gimmicks speculation, although the visibility is high, but sales of brands such as the contribution rate is not obvious, the brand will soon disappear from the public’s attention. The reason for these brands only at the early stages of brand building - one we all know brand names. The level of division of the brand can be divided into three phases: visibility, reputation, loyalty. The first stage is very easy to reach, as long as enough media coverage or to create some marketing events, we can achieve the well-known, however, consumers know that your brand does not mean that there must be consumers of your product, therefore, simply have a well-known, but not for the company to create a positive brand accumulation and sale of the brand can not enter the ranks of outstanding brands. The second level is the reputation that this level has a very good product as long as the enterprises with good reputation and can be reached, so that the brand though against market risks, spread word of mouth has definitely help, but on the substance of the role of sales promotion were not evident. Only the third level - loyalty, is a brand owned by the super qualities, brand loyalty can withstand very strong and sustained promotional merchandise market risk. While the top quality brands have a strong strength, the product all over the world, the media and more widely spread, b