品牌导向的营销策略（Brand oriented marketing strategy）.docVIP

品牌导向的营销策略（Brand oriented marketing strategy） At present, many enterprises marketing activities are carried out around two lines. A line is a basic marketing activity based on 4P, which is often designed around the core of the product; the other line is branding and promotional activities. This leads to two relatively independent marketing leads. But in fact, the core value of the brand is the soul of 4P marketing activities, and 4P is also the core of brand value support, brand construction and basic marketing activities are closely related. To brand as the core of marketing activities is brand oriented marketing strategy. Around the core value of brand design identification factors Core value is the fundamental benefit of brand to customer, and is the basis of brand equity. To create a brand that touches peoples hearts, it is necessary to tap the core value from the heart of the target customer, adhere to it in terms of the actual product function, and propagate it in a systematic way of promotion. Brand core value can be expressed as the demand of product function, but this function must be needed by market and approved by customers. Core values that deviate from customer needs are not successful in the market. The plant of Procter Gamble ascend brand shampoo is the target market for young white-collar women, but the core value of the brand - black did not accurately grasp the needs of target customers, the pursuit of young women is changing color, they do not exist on the hair concerns, because the black hair is not their concern points of interest, results of Procter Gamble ascend brand was abandoned by the market. After determining the core value of the brand, we should persevere in it and publicize it. In the luxury car market, the famous brand long-term adhering to its own brand core values, eventually formed a unique brand image, BMW mentioned people will think of flexible driving pleasure, Benz to honorable experience, while Volvo has become synonymous wi