Pure Brands Theory of.doc

 PAGE \* MERGEFORMAT 4 Pure Brand’s Theory of In view of the Chinese market over the past decade, the brand campaign made stars life and death, especially when a successful brand marketing, clutching his right hand man halo, his left hand was stained dead brands of Wu Xue, cool research and deep thinking has never been the easy thing to do! In this process, the marketing master’s theoretical views, 4A advertising company’s brand philosophy, the West (including Taiwan) market economy, forerunners of the concept of the impact of China’s brand of marketing thinking and behavior. But in a company concepts, terminology can not be unified ‘Tower of Babel’ type context, we only return to the brand, marketing and business practices as well as the value of the origin of to carry out a new theory or concept of adventure to explore! From now on all the markets where the brand concept, according to values can be layered in three directions: as a means of brand; as the target brand; as the ultimate goal brand. The first re-position the brand and channels, product, promotion, marketing personnel, on the same level of consideration, in order to achieve company sales target for the purpose of short-term market and decided to use the above combination of marketing tools, that traditional marketing where ‘push (PUSH ) ‘style with the’ pull (PULL) ‘type tool areas. The second position will be the core of the brand as a marketing system in order to consider the brand as the standard combination of the use of other marketing tools, but this situation a company operating the brand is still based on the achievement of short-term sales target for the measure around the brand used marketing mix (Marketing Mix) and the spread of combinations (IMC) are subject to the achievement of sales targets, business strategy continues to be independent of the brand strategy, brand strategy, or an important part of corporate strategy (in the single-brand structure), or with the corporate strat