Sales of 3 Art of War- In the channels to establish a strong brand.doc

 PAGE \* MERGEFORMAT 12 Sales of 3 Art of War: In the channels to establish a strong brand How to create a strong national brand? If you ask advertising companies, he will tell you by increasing brand awareness and reputation, and then the program will submit a creative, media schedule, followed by dizziness, is that you will often see more than the 7-digit advertising budget costs; If you ask the brand consulting company, he will tell you first have to clear the brand’s core values, personality, and use the excellent positioning to create a unique brand segment, followed by a rigorous research program and on the brand concept of teaching materials, final is the usual six-digit consultancy. At the same time, companies around the sales department caught in frequent promotions, putting in a lot of manpower, publicity materials, cost of sales a year spent tens of millions, and are still complaining about the lack of ‘brand pull’! In fact, in the fast moving consumer goods area, showing the effectiveness of marketing costs in the total cost share of a growing trend, or a direct point that when the media advertising costs increase, the cost effectiveness of promotions are also increasing. When the overall sales growth, the overall promotional costs increase, while total profits reach the profit level of return on assets, the enterprise is legitimate to ask: What is driving sales growth, what factors? Promotion costs on the marginal increase in sales where the balance point exactly? How can I avoid the water has boiled continued to increase after the fire? Let us look back to the origin of the problem: What is the brand? Do not be Ogilvy old man plagued by arguments about the brand (even though he said almost the truth), the brand is to be consumers (or focal point of that target customers) perception of the spirit beyond the product level attributes: name, composition, color, appeal argued that property has a sales force this spirit, but also in certain period