Marketing age you have the image of it-.doc

 PAGE \* MERGEFORMAT 3 Marketing age you have the image of it? A product of 5W (say, how to say, with the Who, where, say, when speaking) of the entire brand’s strategic direction. But now, commodities surging tide, like in a highly homogeneous product’s impressive to find a selling point, it is very difficult to do. With the breakdown of the selling points of products has become increasingly exquisite, from the product itself to the place of origin, production process, shape, color, light and heavy, size, or a variety of insignificant small features can be used as a selling point. However, so that consumers remember the product can not rely on a selling point, to create an image of the memory point. Because of similar products selling point often identical, it is difficult to distinguish between you and me him, while the brilliant image of the memory point is the unique and enjoy permanent. The ultimate role of the two are the same, are in the mode of transmission so that the audience is more enough for a better memory. Selling points is its own characteristics of the product selling, the key is: I want to say anything so that consumers remember me; image of the memory point is that it is from a brand perspective, the key is: I want to create, what is the image of a prominent feature of so that consumers do not forget me. Image of the memory point of need and to link the brand’s personality, which is a kind of brand recognition. An analogy, the central five sets of athletic shoes ads everywhere, but very similar, saw half a year, we are not distinguish who is who. However appliances in the ‘Haier Brothers’, ‘the United States bears’, put the original rational describing the benefits of technology can be transformed into an intuitive sense of the specific image of a sudden people will be able to distinguish between, and will not be confused. Another example is China Mobile’s brand of ‘M-Zone’, hired as a spokesperson Jay - Jay Chou in Taiwan is definitely