Brand positioning- Back to Kotler.docVIP

 PAGE \* MERGEFORMAT 15 Brand positioning: Back to Kotler Kotler’s brand concept to understand Kotler advocates’ full range of marketing ‘; So, Kotler as a’ full range of marketing ‘of arms, from’ the value of integrating all the stakeholders’ point of view the definition of ‘brand’: the ‘brand is the business (or \ and provided goods) for the stakeholders to create value indicator ‘. Kotler to a highly practical form, outlined with ‘full range of marketing’ for the purpose of the corporate brand with ‘stakeholders’ relations. For domestic enterprises, especially SMEs, the reality, combined with our own practice, we have made some changes to the table: This ‘martial arts treasure map’ Note: Brand is the ‘core clients’ and is valuable for clients, they would get the value from the ‘commitment’. It is not just for consumers, and even that it is not primarily directed only against consumers. Because the right business decision is not just valuable to consumers. Kotler is the ‘reverse marketing’ and ‘full range of marketing,’ the inventor of Kotler brand positioning is to create value for all stakeholders, is the enterprise to all stakeholders in the value of indicator. The brand must reflect the government departments, law enforcement departments, social referee institutions, public opinion and other benefits. Brand is the surface, open to management. The first ruler of the brand is to facilitate the management of the health, such as the ancient Chinese society, pottery workers in the production of high quality goods marked with their own symbols on China’s Shang and Zhou aristocrats, members of the British royal family in the King gave his own weapons, the ritual logo engraved family, are easy to manage. Brand should be on a loan or investors, suppliers, advertising agencies, consulting services firm commitment such as the indicator. The reason why we are willing to lend a strong brand, strong brand to buy stocks, rather than lending to an unfamiliar b