Misunderstanding the brand under the magnifying glass.doc

 PAGE \* MERGEFORMAT 20 Misunderstanding the brand under the magnifying glass In recent years, the domestic marketing, brand research sector formed a boom. Many of them refreshing the content, but there are some vague things, we in practical work, should pay special attention to two areas: common errors and some paradoxical point of view. For the former should be careful to avoid, for the latter need to be clarified in the debate, in order to avoid miscommunication error, committed by ‘the sun around the earth’ understanding of the error. Mistakes of misunderstanding! A few years ago (about 97 years) had read an article, the main stress related issues between products, the text to the effect that: enterprises to introduce new products, should be considered with the previous product interaction. Citing two examples: Chengdu Mathias Woo’s’ Jieeryin lotion ‘was very successful and then launch a’ good baby oral Friends’ is far from satisfactory; Yantai Rongchang’s’ Rongchang anal Thailand ‘with subsequent’ Sweet Dream Oral Liquid ‘is true. The reason is in front of the products ‘Jieeryin’ and ‘anal Thailand’ easy to give the impression left unclean, so that affects the back of new products introduced in ‘good baby-you’ and ‘Sweet Dream’. At that time some careful thought, though not agree, but did not expect to refute. But recently also in the ‘world’s Manager’ magazine to see a ‘brand extension three noes policy’ (hereinafter referred to as ‘brand’) of the article, also referred to Rongchang example, as a bad argument Lenovo can not help but surprise: like this point of view can not withstand scrutiny as a classic case of promoting Mody? Mathias and Rongchang these two examples quite interesting on the surface is very convincing, but a closer one would like to have hardly agree. Because if we follow the same logic, we can not explain this phenomenon: the first one in Guizhou magic product ‘athlete’s foot a net’ did not make the subsequent ‘Cough Syrup’ patient