Product Management and Brand Management.doc

 PAGE \* MERGEFORMAT 5 Product Management and Brand Management In exploring product and brand management business association, we must first clear the fact that: product strength has passed, now is the brand power era. In the different enterprises tend to homogenization of goods today, simply by increasing the characteristics of the product itself to win the competition means the customer has become weak, as consumers find it difficult from the product of the external characteristics of the physical attributes to distinguish between different manufacturers commodities, it is hard to judge from the external product of their advantages and disadvantages and thus make their own choices. In a sense, ‘quality first’ has become the past, corporate brand image differences are replacing the traditional differences in the product itself, companies are no longer selling differentiated products, but differentiated brand idea. In the product sales process, play a decisive role is no longer a commodity itself, but an enterprise’s unique distinctive brand image of companies or products to the consumers ‘feeling’. For example: an ordinary watch as long as tens of dollars, several hundred dollars, and a Rolex or radar can be up to a few thousand dollars or even thousands of dollars. This is 10 times the price difference is only the gap between products do?Not . The quality of products and between products, materials, styles do have differences, but there can be no physical difference between 10 times, 100 times, Rolex, the radar of the value lies in the brand rather than product. Brand not only means that product (quality, performance, style) is excellent, the real focus of consumer psychology. The same time, brands are a status symbol, more than a decade before a table is a kind of glory, it is the product power era, and now the brand power of the times, just product quality is not enough. Tens of dollars on the street a few hundred dollars of watches rarely interested, whi