品牌重塑从知名度到忠诚度管理（Rebranding from popularity to loyalty management）.docVIP

品牌重塑从知名度到忠诚度管理（Rebranding from popularity to loyalty management） In the era of mass consumption, enterprises often seek publicity (popularity): What is a brand? Is a household name brand or enterprise name a brand? Why is the internationalization of Chinese enterprises so difficult? Why is the brand value of the tens of billions in the domestic well-known brands can not enter the international market? Why is it that the road to brand building that used to be very useful in China is out of bounds? All the answers are not complicated, from the micro perspective, brand building and international convention China type (or the practice of multinational corporations) are very different, one on the stage, one on the underground work, the former focuses on the popularity of publicity, which focused on the brand connotation construction; from a macro perspective brand building is an extension of corporate strategy, serve for the enterprise strategy, if an enterprise even the true meaning of the strategy are not, even have no clear brand positioning, brand building is impossible. In China, there is no lack of ideas for entrepreneurs and entrepreneurs. What is lacking is the entrepreneur and manager who knows what strategy is and what marketing is. It can be said that a no connotation of the brand is no vitality, is being hit, so it is necessary for us to discuss from several aspects about how to construct the connotation, the vitality of the real brand. Brand building and international practice China enterprises (or multinational practice) are very different, the former focuses on the stage, which is well-known propaganda, which focuses on the underground, that is to build a position, has the connotation of the brand. Brands serve only a few people First of all, brand building must have a clear concept of target customer group, and establish the concept of serving some people. For brand enterprises, your product is not sold to all people, but limited to the selected target cu