Drive brand growth path.docVIP

 PAGE \* MERGEFORMAT 12 Drive brand growth path Seems to touch the ceiling to the growth of the brands, and no matter how frustrating, the brand is ‘grow up, and not die’. Price cuts? The lower price is down more sales were dormant before the profit decline to follow a straight line, the situation is more severe; large-scale media delivery? Despite the high frequency of the major mainstream media exposure, sales are still dead, the slightest sign of improvement; new R amp;amp; D? Upfront investment to do bad deal, the new product a month is like Rotary can not afford the ‘fools’ ... Faced with this deadlock, a breakthrough in the road where exactly? ‘The authorities’ and ‘bystanders’ To do the brand, it is easy to become better and confused. The little things every day to be surrounded by a lot of red tape: documents for approval, customer disputes, program access, financial reimbursement and so on, trouble annoying. Sometimes fascinating stats happen to think that such a long time, what am I doing what is in? I did everything, these are the growth of core brands work? However, to completely return to the brand of self-conscious awareness of the state, is simply a very difficult thing. ‘Dangjuzhemi, spectators’ is not suitable for brand management. To do an outstanding brand managers must ask first ‘into the Council’, and then from time to time to get out ‘out’, he must be both a fanatical ‘the authorities’, but also a cool ‘spectator’. Do not know the industry and business management practice, it is impossible to conduct a specific brand management. From the ‘bureau’ in the escape out of the ‘spectator’, to their first question often is ‘How can I drive the growth of the brand’’the current state, what is really worthwhile investment in my direction’. Few brand managers will spend time and energy to stop and think about this problem, they have always been the subject of the next two months, the activities of planning, media placement, market research, ch