Road to the local brand building.docVIP

 PAGE \* MERGEFORMAT 18 Road to the local brand building The establishment of a brand, is a complex and vast works, including the brand’s overall strategic planning, planning, implementation, promotion, and so a series of work. The general old-fashioned common problem is that local companies behind the brand awareness, product aging, aging brands. Then, create a new brand or innovative shortcut to the original brand what is it? A large number of fast moving consumer goods through the service experience is gained, the Spring and Autumn and gradually formed its own local brand of service basic theory, we call it - the local brand-building way. Step 1: Brand Resource Integration - a clear brand positioning, establishing brand image Brand planning is the core values of the brand summarized. Upcoming business marketing ideas and brand image in product integration, and an appropriate rises to the level of corporate culture. Prior to making the brand planning, the need for effective mobilization of existing resources, the brand and use it. In fact, most local enterprises are not a lack of brand resources, but are not good at digging and the use of resources for their own brands. Have to establish a brand, we must first understand our brands are now in the position, namely, brand equity test, refine the brand’s core values, clear positioning, through creativity, displaying their own brand image. [Case 1]: Furui Wine image of the integration It showed that: I crossed the border after the Chinese wine market will face more and higher level of competition; wine market focuses on the coastal and economically developed areas; Furui wine brand association for the low-cost products; dry wine’s image in the highlight the minds of consumers is not enough To solve the above conditions, must build on existing brand resource integration, update, Furui dry red wine to reposition the brand development needs and establishing Furui new image. View 1: precipitation brand’s core