Four national beer brand communication errors.docVIP

 PAGE \* MERGEFORMAT 7 Four national beer brand communication errors I engaged in beer for many years in the service of several beer brands found that many companies simply can not do it their brand communication, spend a lot of money, the result Quedui brand accumulation do not have much help, in the final reason is that the brand there is no in-depth understanding of several core issues. In a few national beer brand communication studies, I found a few common transmission errors. 1, over-rational Advertising Communication Beer is a kind of consumer goods tend to younger, so beer brand in the establishment of a time when the concept of core communications, giving the brand more to be able to resonate with consumers emotional identity, long-term spread will form its own brand image. We have several well-known international brands are all so, Heineken’s ‘is to Heineken’, Budweiser’s ‘passion’ concept, they blend in so well liked by young people for advertising creative, full of fun and a sense of humor. As long as young people are keen, and would constitute the transmission of their points. Budweiser is a sports marketing and music marketing did a great brand, these two never get old items to be used by Budweiser, passionate. The Carlsberg keen on international football competition sponsored by, this may be the world’s best beer, gives us the feeling will always be so dynamic. Even if the birth date, one hundred years, is still young. In contrast, the domestic beer brands, the most typical is the author of services before a beer brand, is also a major international brand. We take a look at how it is spread. Until 2003, the business plan in the group will be branded under the definition of the core concept of the ‘passions everywhere’, and spent huge sums of money to hire a film director Zhang Yimou ‘passion chapter’ of the commercials, the same with ‘passion’ as the theme, to carry out the ‘three’ Cup, original music festival and some other young people like