Promotions so that the brand and sales go hand in hand!.doc

Promotions so that the brand and sales go hand in hand! Preface As we all know, the current businesses, in particular, there has been a lot of money for the brand value enterprises, often in the face of promotion there is ‘not afford not to have done is not OK’ Dilemma: Facing the pressure of sales, in particular, competitors The fierce offensive, do not take effective promotions, sales have been seriously suppressed; while doing promotion, the better short-term disadvantage to reverse the sales volume growth achieved, but it is a long-term damage to brand image; bad situation is that the neither improve sales weak bleeding has damaged the brand image, got a ‘Jifeidanda’ is a thankless task. We can easily find the toolbox in shaping the brand, often the design, packaging, advertising, journalism, public relations tools, except few people have talked about ‘marketing’, it seems that ‘promotion’ and create brand is the wind horses cattle incompatible and the different things, ‘marketing’ seems to have become ‘sales’ and ‘sales’ patents, but not with the brand seems to be a pair of harder and harder and ‘die of old age are not in contact with’ the deep-seated antagonists. Promotion seems to have become today’s businesses the only way to improve sales performance, in order to improve sales performance, many companies have adopted at every turn promotions, sales results are obsessed with the formation of ‘non-promotion does not sell, stop the slow-moving, one promoting the sale, Renews difficult to sell ‘a vicious cycle; while some enterprises for the maintenance of brand image, then simply come to one-size-fits:’ non-promotion! ‘,’ Non-discount! ‘. Do not do promotions best of both worlds? Is it to do brand promotions do not do? Are promotions and brand that is really competing do? This ‘marketing brand equity is bound to cause harm’ awareness of, apparently one-sided distortion of the true meaning of marketing. In today’s new marketing environment, packaging, adv