Positioning theory application in China the biggest misunderstanding.doc

 PAGE \* MERGEFORMAT 5 Positioning theory application in China the biggest misunderstanding And entrepreneurs are very different perspectives, driven by complex theory, criticism brand extension of the “experts” in order to become an industry category brand brand brand as the ultimate pursuit, while entrepreneurs are more concerned about the cost and branding return. Brand in the minds of consumers firmly occupying, as a product, the industry synonymous with the brand is certainly should pursue the highest level, but not necessarily the pursuit of a conditional order to pursue cost-effective. Scholars vulnerable complex theory driven, With idealistic minds to businesses to sell their sacred things - class brand. But not so good when the brand category, and needs to be huge investment as a precondition. Media and human resource costs soaring today, the promotion of new brands is very risky and costly. Companies that have become a brand in order to ensure that each class brand, whatever different categories of products to push a new brand, China is still very few companies have such financial strength, even with such financial, marketing and brand management experience is far from the furnace. energy as soon as the P amp; G brand is certainly a good many categories, But the world is only a P amp; G, we have simultaneous praised P amp; G’s marketing mode, or the first to ask a question: We have a P amp; G brand management capabilities and financial resources to do? In fact, the Master had tried to go multi-brand line, use the “Comely” brand to promote soft drinks to top instant noodle market lucrative new group in the accumulation of financial resources is quite strong, as the Taiwan-funded enterprises, their branding capabilities, marketing management level is quite high, but did not put “Comely” push was successful. Ting Hsin Group work hard, but finally decided to use “Master” brands dominate all of its food and beverage products, instant noodles, tea, r