China Brand Management 22 major weak link in (a).docVIP

 PAGE \* MERGEFORMAT 13 China Brand Management 22 major weak link in (a) Brand management is an important issue in recent years has just been due to the lack of research and practice, the brand management of Chinese enterprises widespread weaknesses, the author in the years of research and exploration, from brand planning to brand management at all levels of operations against these weak links ‘remedy’, summed up a brief set of standardized ‘8 B ‘brand planning and management system, as it involves protection, temporarily not open, now I believe that some weak links in several published and hope to discuss with the industry. Brand planning and management level, the weak links 1, the lack of strategic awareness The lack of awareness of the brand strategy, reflected in only consider the money, not to build long-term brand awareness. This inevitably led to the concept of brand extension from the operation of the system infrastructure, a lack of standards. A lack of strategy, reflected in the quick success. Pre-emergency: lack of systematic market research analysis, blind rush are common occurrences. After the emergency, one should see on the effectiveness, efficiency not seen necessary to withdraw a few months. Listen to an expert speak Chinese to do business and doing business abroad, the differences in say that we are rabbits practice, we should go out immediately if channeling does not retreat, but outside is a camel practice and consider how to do five years later. Based on China’s national conditions, foreign brands in China will not invest at least five years but consider the 2-3 years, and we also only consider this year, the number to be completed this year. As the market matures and norms, the rabbit approach will gradually losing its effect, we need to strengthen strategies, otherwise, even if the previous two years, we made money, but two years later the market will probably threw someone else. 2, the lack of systematic Lack of strategic awarene