品牌计谋：单一化、多元化、一体化(国外英语资料).docVIP

品牌战略：单一化、多元化、一体化(国外英语资料) The most confusing consulting field than the brand consulting, in practice, not only the international 4A company has its own brand models such as Ogilvys brand manager, brand marketing agency, Dapeth brand essence / roulette and so on, never involved in brand strategy consulting firms such as McKinsey, Boston etc. have launched a proprietary model, the domestic companies are unwilling people of every hue as the earliest flourishing brand assistant, now like 720 degree brand management, 7F model is more like these models with bamboo shoots after a spring rain, in different, different, really make people do not know the pros and cons the pros and cons. In the theory circles of confusion or even worse, a brand expert David AIKE brand equity and brand identification theory, a marketing expert Philip Kotler brand six elements theory, with advertising expert Philippe Joness strategic brand management theory, with expert Trout brand positioning the positioning theory, with domestic experts where flash 3C brand management theory and so on, the intricacies of terminology, neither is subordinate, structure is not compatible, compared with a clear framework of marketing 4P is far more than. This makes a lot of people have such a feeling, there is no systematic contact, there are three points clear grasp, systematic contact, but it is very not understand. It is regrettable that such abuses, I think to get first start from the brand strategy, after years of study, the author thinks that in the universal brand management there are three kinds of basic brand strategy. First, the unitary brand strategy A single brand strategy is the type of strategy that all goals are carried on a brand and all resources are focused on a particular brand. The most typical single brand strategy is the characteristics of all products share a brand name, a core position, a basic set of brand recognition, such as PHILP in small household electrical appliances, household appli