Lack of depth is only a shell brand communication brand.docVIP

 PAGE \* MERGEFORMAT 5 Lack of depth is only a shell brand communication brand In general, a clear liquor industry in planning the core values of the brand is still very small, so that brand building and marketing communication activities, no clear direction. Therefore, not only a waste of resources, and can not create a distinctive, rich in depth of Lenovo brand. Some of the brand but also the planning of the brand’s core values, and in film and television, signs, terminal ads have spared no effort to disseminate the brand’s core values, but keep in mind customer and generate a strong response from trivial for others. White wine add to the fun and social, as a main purpose of product, the brand’s core values are generally affective and self-expression-based core values, the case of an aesthetic experience, happy feeling, the performance of wealth, knowledge, self-cultivation, self-personality, life quality and social status. Almost all affective and self-expression-based features of the core values tend to have a relatively abstract, such as ‘willing to be a great wisdom’, ‘blast home winery’s home culture’, through the advertising communication is difficult to truly understand the customer. Initially, the core values of the brand’s personality distinct, advertising-based communication can bring to enhance brand awareness and brand identity and shallow culture (such as television advertising looks very appealing and artistic impact), so that the sale in a certain growth. But revel in such success, and still adhere to create these remarkable experiences (such as non-realization of the depth of communication is still in billions in sales), which means no longer far been declining. In fact, the main wine culture is the brand’s emotional and self-expression-based core values (and not a lot of people mistakenly think that the history), as has always been to in the industry have not risen to the depth of communication, so there were a lot of people agony ‘culture