Market challenger brand strategy.doc

 PAGE \* MERGEFORMAT 16 Market challenger brand strategy How to strike a balance between sales and the brand is often the problems faced by the market challenger, there is a market leader in front of them a strong brand and superior resources of the blocking, followed by those who have followed the challenge of fierce marketing campaign, how sales and brand strike a balance between, is that they are often thought-undetermined, although the brand has also invested a lot of resources, but also not as market leader in the sales advantage of again being challenged, how the brand is neither injury nor lost sales, the trade-off is hard to make things difficult, often gaunt effort so that business operators. We believe that the brand for the company, like Maslow’s hierarchy of needs theory has pointed out, in a different position, different stages of development people have different levels of needs, and similarly, in a different position, different stages of development of the enterprises also need a different meaning on the brand. Challenger in terms of the market, do not do the brand is not the problem, the key is how do brands, to balance the relationship between the brand and sales. But to strike a balance between the relationship between the brand and sales is really difficult, because it is often behind the company’s marketing department and sales department in the interests and conceptual differences, there are two departments of the knowledge structure, professional experience and the mode of thinking are also important factors. In such enterprises, the market is often the sales department budget and marketing competition for the object, the amount of the budget and powers in addition associated with the status of things, also significantly affect their performance, for the sales department, the budget more to complete the immediate pressure on sales targets will be lighter, but for the marketing department, the budget as many as you can make bigger effort