奥美的观点(一)（Mathers view (a)）.docVIP

奥美的观点(一)（Mathers view (a)） Series: Mathers view Some time ago to see IV Ogilvy Mathers point of view a book from an advertising company staff even Xinshou, look at a few pages, found from time to time has a wonderful view. The book read hastily on the occasion, from time to time from which view to associate some personal views on the brand category, so to collect these sporadic shells on the beach , was a Ogilvy viewpoint series, appeared in the title Amazingel word, obviously there is a part of the curry favour by claptrap and false component. One view: the brand throughout the whole process of enterprise quality management, full, full, is also very suitable for brand management. This is part of the book from the enlightenment summed up the view, in this view, when the respondent in Xiamen University the author a few years ago, it was mentioned. In many enterprises, will be very limited that brand Oh, brand management department, advertising agency. In many enterprises, the clear division of labor, various departments do their job, R D department specializing in R D, manufacturing factory specializing in marketing, sales specializing in product, brand management and brand brand started to specialise in the related transactions, also seems to be behoove. In fact, in fact, the enterprise and the outside contact and exchange affairs, will be involved in the companys brand. The first relates to brand business leaders and management team. The companys CEO should know that our enterprises should how a business, ten years, twenty years or even fifty years later, our business is what? Enterprises willing to determine the core value of brand, brand strategy and how to improve to the strategic height, or must be subordinate to the enterprise vision will. The core value of the brand, also determines the specific location, the brands target consumer group setting, communication, competition and management strategies. Brand to the factory. The product (service) is the most i