在品牌与价格间纠缠（Between brand and price）.doc

在品牌与价格间纠缠（Between brand and price） The brand is talking about the concept, the price determines the audience to experience the concept. Prices affect the concept of the scope of the consumer experience, but also affect the concept of brand. The scope of the brand concept affects the scope of price expansion, but this is not a decisive factor. The price of similar products is also an important factor affecting the price range of a brand. As the cost of raw materials increases and leads to a direct change in the price, if only the cost is transferred, the brand formation will be faced with great risks. The jump in sales is not a leap in brands. Brand promotion is not a jump process, so price changes are often difficult to jump. In many enterprises, there is always an irreconcilable contradiction between promoting the brand and seizing the market by price. There are always irreconcilable contradictions between the two. Brand needs to have enough marketing resources to consumer communication and interaction, while the origin of resources requires consumers to bill, ultimately reflected in the price of the product; on the other hand, determine the realization demand and market share price can influence the purchasing power of the market - Pyramid, the final and the impact of the scope of the brand the audience. Based on this contradiction, a series of problems have been evolved between promoting brand and price adjustment: 1., the company hopes to enhance the brand, but also hope that the expansion of the volume. 2., with the brand, has earned a premium basis, but does not mean that you can earn a premium. 3., with the brand seems to have the right to lead the price, but really adjust the price, but also faced a series of constraints, including restrictions from the brand. 4., through the price war, we can expand the acceptance of the brand, but the acceptance of the expansion and brand formation is not the same concept. Brand is talking about a concept, the price determ