Contact management is the brands competitiveness.docVIP

 PAGE \* MERGEFORMAT 12 Contact management is the brand’s competitiveness The author is a Beijing palace Marketing Management Consulting Co., Ltd. Senior Consultant People say that execution is more competitive. Makes sense. Even the best strategy, without good execution is equivalent to the drawing board, there is no practical effect. Brand management is no exception, in the brand management of the implementation of the link, how to handle customer contacts, play a brand, it will directly lead to the number of business enterprises. However, Chinese enterprises is precisely in this place the old problems, even the most outstanding companies and international brands lags far behind the need to improve and break new ground as well. The reasons for brand confusion Many enterprises, whenever the open forum of consumers, consumers to their brand views and their views are always run counter to allow enterprises to feel embarrassed and helpless, and often worry about the brand image of chaos. Well, the brand image of the chaos, why? Why does a brand actually have a different image? There are three reasons: 1, brand planning and communication faults. Now, can be said that many enterprises are aware of the importance of brand strategy, colleagues have taken a lot of action. They all went to Ogilvy amp;amp; Mather, Walter drip Wilson, Saatchi amp;amp; Saatchi, Leo Burnett, Dentsu and other companies to brand Vein 4A, excitedly discussing those brand positioning, containing, personality and the like. However, this ‘steaming bread’ steam out, ‘eat’ became a problem. Both in products or in advertising, convey information to consumers in all aspects of the implementation of force is often not in place. Doing doing the twisted direction, loss of principle, its own way. Take the spokesperson for the brand image, local businesses how to do? On the surface, attached great importance to the unity of the image to find a voice, like find a clown, life and death does not ch