Copy the positioning of brand strategy will fail.docVIP

 PAGE \* MERGEFORMAT 8 Copy the positioning of brand strategy will fail Some people may ask, planning brand strategy, why should highlight the situation of China? “The bear’s paw A and B of arsenic”, as in the products, history, brand maturity, corporate finance, etc. are very different, therefore, domestic enterprises brand strategy, marketing strategy and foreign enterprises will certainly be very different. Now there is a much better atmosphere, always adhere Procter amp; Gamble, GE, IBM. In fact, many of the practices of foreigners is very suited to China’s market environment, such as Siemens, Bosch water heater to 95% of the focus on scientific research, production and quality management, advertising, marketing efforts are not enough, the results of the Chinese market years, the performance is very satisfactory. may feel Bosch Siemens also as known in Germany, so less investment and advertising. In fact, Bosch in Germany, everyone knows you, but in China, you are still a very shallow brand. far known in China as high as we imagine, even the Coca-Cola in one, two, three market visibility is only 78%, which prompted investigators or under the visibility, the visibility is not prompt even lower. I am authorized survey provided the data, because China has a lot of illiteracy, many people do not access to the media. to the four markets and rural areas would be lower, this is not surprising, Zhang shot a film called lt;”A Lessgt;gt; , which is a small actor had the honor to participate in the first film only drink Coke. China’s national conditions in general are still relatively poor. mass media penetration in the city wide, and rural residents access to reading materials and electronic media are very low proportion of The. the end of 2006, the Chinese color TV penetration rate in rural areas only 68%. This is our national conditions and market environment facing such a situation will determine our brand strategy and many international brands, brand strategy