Offensive and defensive category innovation strategy.docVIP

Offensive and defensive category innovation strategy A-category brand foundation of innovative marketing Strategy Rees and Laura #8226; Rees introduced the definition of brand as lt;lt;the brand and the sourcegt;gt; in 2004, revealed the business community competition law and natural law of competition in common. The category, is the commercial activities species, is hidden in the key force behind the brand, from declaring people’s understanding of marketing the brand into the category from the era, began a real sense of the category marketing era. Age category of marketing, focus and emphasis on brand names or symbols representative of this category in real terms, stressed the importance to develop the brand and category marketing oriented in order to lead a category for the brand development. Create a new category, a brand name effective methods. category is to use the concept in the original product category, or next to it, open up a new field, and then named this area, you open up new areas to operate as a new category to their own This new class of products as the first product to run. of course, is to have under the category of innovation is to the original brand power to support, not a general concept of a simple singular speculation. In the category of creative, if not the first type of product, they should strive to create a class make you a market “first” product category. Category innovation in marketing activities in the most fundamental innovation, many marketing proved to be much effort you spend if you do not find a category market faster, a new class of market development on the occasion, which means the time of the birth of a leader brand. wine market, the performance category of innovation is one of the most prominent industry, in this regard “vintage”, “hole possession”, “elegant” is particularly prominent. How the category innovation In any mature and stable market, in order to obtain a new growth opportunities on the need for inno