品牌战略的三个时代（The three era of brand strategy）.docVIP

品牌战略的三个时代（The three era of brand strategy） The evolution of three brand strategy method (division three times) A product of the times, We are in the beginning of reform and opening up in 1980s occurred in the era of scarcity of gold that day, when the competition in the factory, whose production speed, who will make a lot of money, the United States invented the pipeline system in Henry Ford, then American industrial era is coming, when consumer demand for products high productivity countries lead to limited, as long as the goods, not afraid to sell. In 1980s, we also need to brand strategy of enterprises, the rapid growth of demand pull a large enterprise, many enterprises have not been fully competitive reached nearly billion scale. It is this success, leading to the behind problems. Enterprises are facing huge overcapacity and fierce competition, enterprises have great adaptability, so only use the traditional way of competitive weapon, it is cheap. After this several times after the baptism, between the enterprise and enterprise brand strategy to produce requirements. As in the United States, after the second world war a large number of military enterprises for civilian use, while the demand for postwar people increased, which makes the whole manufacturing industry like the tide up. A considerable number of enterprises increased inventory, supply more and more, more competition, the emergence of a boarded the stage of history, he invented a way to become best-selling products in stock. This figure is called Laws Rifs, he found that the method is a very famous USP theory, namely the unique selling proposition. This theory has three principles: 1, through every advertisement is presented with a claim to the customer 2, the claim must be competitive or does not offer the 3, the idea must have enough promotion, to impress customers If the brand can follow these three principles, will sell better than the opponent. The new theory makes many examples of the success of