From a management point of view to do the brand - the brand alone provision Creek Trail Road Construction.docVIP

 PAGE \* MERGEFORMAT 10 From a management point of view to do the brand - the brand alone provision Creek Trail Road Construction Failure to do to spread the brand If you want to list the most recent 5-10 years, dazzling in the Chinese market, or have been dazzling star brand, can be described as ho, if the stars, innumerable. Both domestic brands, but also including foreign brands; both industrial consumer goods brands, but also including services brand. Observe the path the success of these brands, we seem to easily find some of their commonality, namely, ‘to spread the core brand’. If the communication done well, can enhance the brand image and stimulate sales, open up the channels, playing home and may even ‘integrated supply chain’. Although such games are played will eventually be ‘Qin pool’, ‘greater love’ has become a tragic hero, but also was an early sentence ‘Melatonin’ and ‘HaYao’ the death penalty, but it looks indeed created a ‘Sea King’ and ‘wife’. And the sub-brands such as Procter amp;amp; Gamble’s series, McDonald’s, and even Nippon Paint, and UPS, also relies mainly on ‘mass’ to create success. This phenomenon makes the surface of many firms that: once your brand is core to determine the future, communication is the core of brand building - even if nausea is not an issue ad. This is a correct understanding of the do? In my opinion, this may be true for some businesses, but gave a wrong signal to most enterprises, and may even mean that a dangerous misunderstanding. If you look at those stars above brands, we can see that they all have one common feature: the distribution of products and customers can be basically consistent with the distribution! This feature is not industry, the impact of product differentiation. Such a fast moving consumer goods, services the same. UPS or international hotel groups in the mass media advertising has arisen on the premise that they are determined to win on the national market and are a cooperative, j