Enterprise build brand features six issues.docVIP

 PAGE \* MERGEFORMAT 4 Enterprise build brand features six issues The rapid development of many Chinese enterprises, through to occupy the overwhelming success of the advertising market, thus creating a very high brand awareness, when the tender king of glory ‘Qin Chi wine’ and ‘love more than VCD’ is the best proof, but there is no good to build this market, the result is the formation of only the brand awareness and loyalty without the reputation, so most short-lived, and soon disappeared in the market. Why China’s success, many enterprises have not been able to shape their own brand? The fundamental reason is solely to lay a market opportunity and the courage, but lack of market development and brand building experience and methods, the lack of brand meaning and temperament deep excavation, the brand is not characteristics and personality, in the minds of consumers did not remain Under favorable impression. The characteristics of the brand is the brand characteristics, temperament and substance of the deep-level performance of the brand, companies make their products in order to become the next ‘star’, it is necessary to make their products and brands rich in features, with a difference. But at present many businesses in the Brand Features shaping the process, there are many problems, leading to corporate branding is not successful, which we must be concerned about. 1. Brand Features of the objectives and results are not clear Enterprises must first clear the ultimate goal of the brand and what the outcome, that is, companies want their brand to consumers What kind of feeling, and then to guide consumers to a gradual awareness and recognition of themselves, not the company should pay attention to Brand Features tell, but consumer perception, and therefore pay special attention to the feelings of consumers. Such as Coca-Cola is the famous beverage company and his product concept is the concept of the needs for all people, is the ability to quench their t