Local businesses how to solve the brand take-all problem.docVIP

 PAGE \* MERGEFORMAT 11 Local businesses how to solve the brand ‘take-all’ problem In the so-called successful business diversification in general to commit a fault: unlimited extension of the brand. In their eyes, the brand is a secret weapon, regardless of industry, regardless of product, but regardless of target consumers, where can be used. Therefore, many businesses, and even some companies are excellent brand extension into the trap, the waste of resources, time-consuming, and even affect business prospects. A brand’s strength is limited Brand in the end how much power? The extent to work in the end? At this point, I have always had a point: the brand is hard, but also fragile. Hard, because it is within a certain range can give you a lasting sales and profits, just like Coca-Cola, a well-known fable ‘Coca-Cola plant in case a fire burned, and even lost all tangible assets, as long as the brand, regeneration of a Coca-Cola immediately kingdom ‘; vulnerable because of violation of a recognized brand in the minds of consumers, your brand will be worthless, for example: Head amp;amp; Shoulders is a dandruff expert in the field of water in the shampoo, it has infinite the charm, but you do get the brand to drink milk to consumers, who can drink forever? Does the feeling of a kind of drink shampoo? In China, we can easily see a lot of ridiculous and unfortunate scenario: with a brand appliances to do today and tomorrow to do real estate, the day after to do logistics; the same with a brand to do today, mid-range, and low-end to do tomorrow and the day after so high and so on. Doing, we all feel an upsurge of emotion and rhetoric, it seems that no one objected to doing so as a problem. Done and we have to find that only one or two successful, the others are polio, dwarf life. Why is this so? Your brand that ‘great’ of the forces where to? Is actually very simple, it is not the correct way to operate the brand, contrary to its rules of the game should not