How to build long-term brand value- the vertical integration strategy of the five Wai effect.docVIP

 PAGE \* MERGEFORMAT 18 How to build long-term brand value: the vertical integration strategy of the five Wai effect Any business and brand management must be vertical and marketing breakthrough in the formation of continuous power, broadly speaking, the value of this breakthrough performance of the evolutionary force, but from a practical utility in terms of market and consumer, that is, the effectiveness of the brand In practice, the ultimate pursuit of customer consumption. This is the core meaning of the pursuit of the vertical dimension careful look from the camel to explore the existing and projected customer consumption behavior, and probably spending by customers of existing short-term drift of ideas and actions to imagine the creative business, customer demand points to open innovation. Deepening of the road brand value - the vertical integration strategy Corporate and brand value on the pursuit of the ultimate principle is basically follow a strategy that is vertically integrated. Why not horizontal integration, as horizontal integration process on a large departure from the brand’s core businesses and resources, such as technical support, professional operation, organizational structure, industry perspective models, but also in new markets need to invest more re-development resources, making all kinds of new problems of horizontal integration of corporate and brand value in the integration of stretched, it is difficult to push the real value of the consumer forging process to the extreme, and ultimately the presentation of the brand and not the customer demand for multi-angle multi-faceted in honor of their actual effectiveness. and vertical integration is different, it closely around the core of the critical needs of the customer base, and thus as a reference, the customer value of the depth of excavation, the invigorated the brand, while the value of vertical depth, and related industries, the value of similar links, both to extend the brand v