对比营销让著名品牌脱下的华丽外衣（Comparison of marketing famous brand off gorgeous coat）.docVIP

对比营销让著名品牌脱下的华丽外衣（Comparison of marketing famous brand off gorgeous coat） For enterprise consulting or training process, often encounter some enterprises: their technology, products and famous brands can technology, products comparable, and in many ways more than well-known brands, but the brand gap in the market, even if the price is much lower than the famous brand products, sales are still but selling famous brand. Tell them the brand experts, now they need a strong advertising resources for investment in media. I hope to hear my opinion. Invested heavily in the media as a strong advertising is not the only way, the method of resource investment, but only in order to compete in the market, under the specific conditions to achieve the desired effect. Regardless of market conditions and their own blind investment, will bring the crowning calamity to the enterprise. Three, love, Qinchi these Wang fall, as well as the brand in recent years many in the media put a lot of advertising has no long-term competitive advantage for enterprises has a very profound lesson. Among different brands of products or services, the gap is mainly from two aspects: one is the gap between the actual product or service function and quality; the two is the brand in the minds of consumers feel the gap. The actual experience of the specific function, the feeling of quality gap mainly originates from the consumer to the brand product or service commitment; and enterprises through product packaging, advertising, marketing channels and price in the minds of consumers establish beyond the added value of products or services to the specific work. A disadvantaged brand or a new brand and famous brand if the product or service is homogeneous, the difference is mainly reflected in the added value, the value of brand is put in the product or service coat. The establishment of additional value takes time and advertising accumulation, which is the main problem to be solved is the new listing, weak brand