Market operations and marketing to foreign criticism of the theory (c).docVIP

 PAGE \* MERGEFORMAT 11 Market operations and marketing to foreign criticism of the theory (c) The complexity of building the brand Brand can be very simple to do Brand commentators like to emphasize communication theory, as are all their own to find the value of existence, if the communication theory from the communication point of view to establish their own value Shangqie useful, then the brand of the establishment is to cover up its marketing market strategic ignorance. Foreign companies seem to have realized that just promote their own good at communication, not make their own value premium, the brand is what the brand is to make you willing to pay more money to buy something, on this point, this foreign company is really a fine Road, at least they are good at doing their own brand, which is packaged as good at doing their own brand of the company. Brand Stewards, the role of brand nanny class, in their own after receiving a premium to the company’s brands to hit. “We are not for the customer, not even for the consumer ... ... the ultimate purpose is to brand”, and so beautifully packaged words, simulating ... ... Indeed they are on the packaging and shape their brand is very successful, and even some well-known large domestic appliances company, to get their service in name, will specifically work to the local agency to do it, study its The reason is they want to borrow the reputation of the agent, while the actual implementation is that they can not do. it is like to get their “tag”, which actually do not have to do, from this point of view, this “doing nothing And for the “approach, it is the highest state of brand management. “Brand is the consumer the sum of a brand experience,” which is the brand advocates of the brand’s understanding of Ogilvy amp; Mather, “Brand is the consumer experience,” As for how to do the brand, a 360-degree approach, Ogilvy amp; Mather to tell you, Brand’s approach is very complex, from the product packaging, we