Enterprise development and brand building Ten-Point Program (Part Two).docVIP

 PAGE \* MERGEFORMAT 9 Enterprise development and brand building Ten-Point Program (Part Two) Business development and brand elements: The first level (outer): corporate capital, technology, industry, production capacity and management capabilities. The second level: corporate and product positioning, R amp;amp; D capabilities, corporate culture and business philosophy. The third level: business model, advertising and communications, customer experience, faith. The fourth level (internal): brand position and brand image and brand asset value. With the development of the times and the market environment changes, business development and brand building following a new trend: 1. From the purely objective quality of the product to a focus on the perceived product quality and brand experience. 2. From the focus on short-term interests to focus on long-term interests, from the enterprise development strategies, a high degree of awareness of brand building. 3. Continued beyond the advertising, Institute of Integrated Marketing Communication (IMC) and word of mouth to create the brand. 4. From paying attention to a focus on internationalization and localization Think Globally. Based on the above theory, we propose a general brand-building process: Program 7: The sequence at each level of the constituent elements of the brand development, and at the same time interact with each other to form their own characteristics, and ultimately integration of brand value Keller believes that to achieve a strategic brand management, the most important goal is how to position the brand in the minds of consumers, which reflects a brand in the minds of consumers to form specific and precise meaning. Brand positioning should be able to clearly express the brand to consumers through the use of goals to be achieved, or be able to feel the experience. The theoretical basis is the differentiation business strategy. Archimedes said give me a fulcrum, I can Lever Earth. Market