Jane Tan Brand Relationship Spectrum.docVIP

 PAGE \* MERGEFORMAT 12 Jane Tan Brand Relationship Spectrum As the commodity on the market has become increasingly diverse, increasingly competitive, brand value and importance of the enterprise become more and more attention. Brand building is no longer just the marketing department’s work, but has risen to the enterprise at the strategic level, and as every company CEO, the board’s decision-making content. Enterprise decision-makers are increasingly recognized that: in order to build a strong brand, not a day, but a long-term process. Thus, the creation of a good brand, in fact from the time it is born, had begun. Therefore, the enterprise decision-makers in the business process, the ability to grasp the rich theoretical knowledge of brand building has become a long-term development of enterprises can lead the important capacity. Since the last century, 80 years David Ike made ‘brand value’ concept and there have been a large number of industry experts conducted a deconstruction of the brand from a different angle on brand building its own recommendations, which, brand relationship spectrum, is of the most important theories. It allows businesses to simplifying decision-makers to systematically sort out their own brand system, to avoid the main brand and sub brands, sub brands and overlap between the sub-brand, extrusion and so on brand-building errors, and the formation of mutual support effect, the market promotion budget applied to the optimization. Even the brand relationship spectrum, but also to avoid blind expansion of business, or to avoid the company rest on its laurels for enterprise development and provide a theoretical basis for a breakthrough. Therefore, the brand relationship spectrum, not just apply to have many sub-brands of large companies and also applies to small businesses. Writer in nearly a decade of work practice, and continue to reflect on the relationship between the brand and research, in the David Ike brand relationship spectrum