品牌资产检视（Brand asset view）.docVIP

品牌资产检视（Brand asset view） The future of marketing is the brand of war -- the brand competes the competition. Business and investors will recognize that the brand is the companys most valuable asset. Owning a market is more important than owning a factory. The only way to have a market is a brand with a market advantage, says marketing expert Larry Light. We might think its a distant prediction.. But Chinas economy has entered the fast lane of the market, the brand era is coming. The arrival of the brand age has made the frequency of brand increase dramatically. Flourishing advertising that brand is to create tangible and intangible benefits of sustainable and stable, unique for the enterprise competition, is the enterprise through products, services and consumer establishment, a relationship requires enterprises to take the initiative to pursue and maintain. Brand good sales performance in the market and establish a more stable relationship with consumers, they gradually accumulated into brand equity. Brand equity is one of the most valuable long-term investments of an enterprise. The value of brand equity is represented by: It is the foundation of high price. Formation of competitive advantage; the response to competitors is large and long. It will influence new consumers and retain existing consumers. ? give consumers reasons and confidence to buy, shorten purchasing decisions, and improve satisfaction. To improve the efficiency of enterprise marketing plan. - promote expansion as leverage in trade. The value of brand equity is so great. What constitutes this asset? Its elements are: brand awareness, quality awareness, brand loyalty, brand associations, and other assets. The brand asset review is one of the foundation of the brand assistants work, and it is also one of the continuous homework. Now discuss with you. I. brand awareness At the beginning of the listing, a brand new product is not known among consumers. If after a period of advertising operation, the br