Chinas retail industry should strengthen the brand asset management.docVIP

 PAGE \* MERGEFORMAT 15 China’s retail industry should strengthen the brand asset management What is the brand? The brand is not just a name or logo is more important is a quality, a comprehensive quality. And how to get as small as a person, as large as an enterprise, a nation, a nation. The rapid development of China’s retail industry, as compared with foreign-funded retail enterprises, local firms are not a lack of brand, but the lack of brand equity management. The problem is the brand-building efforts, unlike the formation of the promotional price war, as can be instantly effective, then the result of the pursuit of short-term profits are under tremendous pressure from the business community for progressive and has won the brand the brand assets? Procter amp;amp; Gamble’s story: More than 100 years ago, Procter amp;amp; Gamble is to hold the lard to do ‘ivory card’ soap started out. Procter amp;amp; Gamble for many years with the company’s cooperation, we have learned the essentials of the brand asset management. Procter amp;amp; Gamble in 1931 to create a brand management system. Procter amp;amp; Gamble brand dominance is one of the important principles. Procter amp;amp; Gamble marketing management is a core element of the brand manager system. Brand managers have been given the task of marketing. The center of the wheel as brand manager, resource pooling and the use of manpower to form a pattern similar to spokes ‘Gangjumuzhang protection products to market the brand to achieve’, including product development, packaging design, market research, business development, marketing planning, retail business support, as well as various other sectors. Procter amp;amp; Gamble stressed volume and market share rather than profitability. Because the large amount of market domination and eventually become a profitable brand the best brand. P amp;amp; G’s success is that he guaranteed the success of brand equity premium price capabilities. At Procter amp;amp;