挑战者品牌的突围之道（Challenger brand breakout）.docVIP

挑战者品牌的突围之道（Challenger brand breakout） The so-called Challenger brand, is relative to the mainstream brands in the market for second-line brands. In the past 30 years of reform and opening up, many ethnic brands in China have not escaped the fate of the acquisition of powerful foreign brands. For example, the Chinese toothpaste was acquired by Unilever, Nanfu battery by the Geely acquisition, Lebaishi Danone acquired by the French, the little nurse LOREAL acquisition, Kodak acquisition of 20% lucky by the United States and so on, can be said to be too numerous to enumerate. In such a law of the jungle market environment, the weak side of the Challenger brand if there is no good way to break is difficult to survive. Therefore, it is necessary to study and summarize the successful cases of famous brands in the world and extract the methods and strategies that we should learn from and learn from. The road of choice In this age of chaos and information saturation, the biggest danger facing Challenger Brands is not consumer rejection, but apathy. Resolving consumer apathy is building solid brand recognition and building strong relationships through identifying basic consumer groups. The challengers desire to build such a strong relationship means a trade-off. The choice is up redundant and unnecessary, focusing on specific focus, advertising and action, this is one of the few brands have the advantage challenger. Selection strategy mainly has the following: In exchange for loyalty - number The United States Fuchs television networks flagship program is: the Simpson family, x files, Martin and the Millennium breakthrough programs, these programs make conservative older viewers away, but also for the Fuchs shape and the third stage (CBS, ABC and NBC of the three traditional commercial radio) divided interval; at the same time, also set up two kinds of the most fickle loyalty in eighteen to thirty-five years of age in the audience. The first kind of loyalty is ratings. Altho