Key brands of domestic cigarettes diagnostic report for 2003 (Part One).docVIP

 PAGE \* MERGEFORMAT 47 Key brands of domestic cigarettes diagnostic report for 2003 (Part One) In order to facilitate the building of China’s cigarette brands, in order to enlarge and strengthen the national cigarette industry and thus participate in international competition to build a strategic advantage, I rely on their own on the market for the tobacco industry in-depth, sustained understanding, by virtue of the advanced, science, sound theoretical grasp of the brand , for National Tobacco Corporation to determine the focus of premium cigarette brands in perspective, focusing on analysis of their market performance in 2003 provided for the national cigarette brand strategic planning and brand management of various enterprises have been helpful. In the analysis of each brand’s market performance, I may be mainly from the brand’s core values, brand slogans, brand personality, brand image advertising film and television effects, and brand strategy in five aspects of systems thinking, both brand building works in accordance with consistency, comprehensiveness, sustainability criteria, but also take into account the special requirements of tobacco marketing environment, striving to be objective and fair summary of success or failure of the operation of the various brands, which brand of construction work for future reference. From five to think the reason why is because: Brand core values, is the brand of the premise and the root causes of the persistence of the enterprise all the brand-building efforts should be the end result is to maintain and strengthen the brand’s core values. Brand slogan, a brand manager in the promotional process of the brand, in accordance with the situation in the competitive environment will be the brand’s core values of all or part of the deduction, and refined for a Meaningful statements in order to enhance the target group’s brand recognition, it is the brand positioning of Results. Brand personality is the brand’s performan