Second and third line brands breakthrough 2-hop.docVIP

 PAGE \* MERGEFORMAT 11 Second and third line brands breakthrough 2-hop For the second and third line brands, continue to make a difference in the brand or break through is a relatively difficult subject, because many of the second and third line, after the brand of its own brand-name came the next step in brand building is very confused, even in the confusion of into the three extreme errors: First, to engage in ‘great leap forward’ type of brand break through, and brought his brand overnight success. Why? Largely ignored the corporate brand building process, because brand-building process is not only the accumulation of precipitation results. ; Two are suffering from the brand ‘phobia’, because they felt the brand should go all out ads, so well-known, so that high and risky investment. And looked at one by one ‘standard King’ waging fell into the alarm on their heads. In fact, from the second and third line brand advertising into line brands is indeed indispensable, but advertising is not the only. On the other hand, the only means of advertising can not be achieved the dream of first-line brands. Because of brand building and brand success is a combination of many factors, a variety of business results, enterprise product line brand surfacing needs, markets, consumer communication, mass communication, and many other carriers as a support, otherwise, hard to cultivate out of business the brand can easily become an empty shell; three companies is to become the second and third line brands that increase their size and sales is the enterprise’s top priority, ignored the importance of brand building. They believe that, with the scale, or have a high sales volume is the brand with the performance. To be sure that the labels do indeed need to be supported by the size and sales volume, but the brand’s success is by no means inevitable result of the size and sales. In fact, the second and third line brands to become first-line brands is not a step away, the second