Must prevent the rise of the brand communication plane imbalance force.doc

 PAGE \* MERGEFORMAT 7 Must prevent the rise of the brand communication plane imbalance force In today’s information overload, deteriorating the credibility of advertising, a form of synthesis is also very limited influence, can not form an explosive spread of effect, but it is increasingly bullish advertising costs, advertising costs of waste become the largest waste. However, one pair of positive news and business reports far more publicity than a dozen ads are much better, “mass destruction” is far higher than advertising, so, in this low-input high-yield cost-effective, many companies increasingly spread more love in the form of news for brand promotion. Three of the plane created brand In my course of training, about the power of communication, all the boss excited, wished he could get hold of tomorrow spread the master came in, put forward a vigorous news event, so as to “raise millions of workers and peasants” so that the banner of their own brands Mi to Phi. Obviously, this is too high expectations of the role of communication. Based on the author’s insights a decade, the growth of any brand are inseparable from the role of the three forces: the product strength and marketing power, communication power. Product strength is the cornerstone of any brand, brand power is the width of a problem. It is mainly to solve a brand’s competitive field, the scope for competition and competitive basis, including product attributes, product technology, product quality, product technology, product price, product advantages, as well as behind the products involved in the production capacity, production scale, corporate culture. Remember, marketing, starting from the product, there is no product as a foundation, all brands are a forest without trees. Marketing power of the depth of brand power is a problem. It includes the channel depth, the terminal network, the marketing team, marketing strategy, logistics and distribution, it is mainly to solve the power of