Qipai- brand value why not against the sales-.doc

 PAGE \* MERGEFORMAT 8 Qipai: brand value why not against the sales? 7816000000, this is the brand value Qipai, people all know the value of its brand supported mainly by the Chinese stand collar, but sales of stand-collar men are far from satisfactory. Falls far short of the brand value and market value, brand value can not be converted to sales, why not ? Category does not insist Can get a brand long-term success is not how you do creative advertising, but rather whether it can differentiate the original category, the formation of a new class, and to obtain information and support the concerns of consumers. For example, Starbucks on the basic do not advertise, but always get the attention news, Wal-Mart does not advertise, but every move monitored in the press. Brand is only representative of a new class can also get media attention and consumer focused, advertising in this process is continuously strengthen the brand’s position in the category. And only a pioneer in the position of the brand category, the best chance of becoming behalf of the brand category. Li Ning has done What is it? Am afraid many people are not impressed, but Li Ning’s brand awareness is very high, the reason is very simple, Li Ning, the Chinese sports brands to develop the first of its kind, a representative of this category brand Shanshan category to open up the domestic suit, as a professional brand, successfully entered the minds of consumers, AIA Integrated ceiling is complete strategies of this category of success stories, the former monopoly champion Opp already marginalized by the entire integrated ceiling, and even the lighting industry and the NVC Op integrated ceiling also felt the presence of this new category, and pioneered in the power of the AIA. The Qipai what is it? It should be said, Qipai caught collar is a good a position, unfortunately did not insist, but also did not rise to the height and positioning strategy to operations. Although the investment