Contrast Marketing- Let the well-known brands off the gorgeous jacket.docVIP

 PAGE \* MERGEFORMAT 12 Contrast Marketing: Let the well-known brands off the gorgeous jacket For business advice or training to do the process, often encounter some companies say: their technology, products and brand names can technologies, products comparable in many respects even more than well-known brands, but because of the brand gap in the market even if prices are much lower than the famous brand name products, sales are still selling, but well-known brands. Branding expert to tell them that they need now is to put resources in the powerful media to make a strong advertising. Would like to hear my views. Invested heavily in powerful media to make a strong advertising is not the only way to approach large investment of resources, and only in some markets, specific competitive conditions in order to achieve the desired results. Regardless of market conditions and its own blind investment, it will bring disaster to the enterprise. 3, love more, Qin pool of those marked fall of the king, as well as a number of the last two years invested in a large number of powerful media advertising but not long-term competitive advantage of the brand retained by the enterprises has been very profound lesson. Different brand products or services comes mainly from the gap between the two aspects: First, the product or service function, quality of the actual gap; second brand in the minds of consumers feel that the gap. Perceived gap between the mainly come from the consumer for the branded product or service promised a specific function, quality of the actual experience; and enterprise through product packaging, advertising, marketing channels and prices in excess of the minds in the consumer products specific functions or services of added value. A disadvantaged position or a new brand if the brand with the famous brand of product or service is homogeneous, then differences mainly reflected in the added value on the brand value-added product or service to wear the cloa