二三线品牌突围两级跳（Two or three line brand breakout two jump）.docVIP

二三线品牌突围两级跳（Two or three line brand breakout two jump） The two or three line of the brand, continue to make a difference in the brand or breakout is a very difficult task, because many of the two or three line brand through brand on its brand building. The next step is very confused, and even into the three extremes of the errors in the confusion: one is engaged in the great leap forward type brand to break through, to make their own brand of overnight success. Whats the reason? Mainly enterprises ignore the process of brand building, because brand building is not only the process of accumulation, but also the result of precipitation. Two, is suffering from the brand phobia, that the brand will do great advertising, do publicity, so high input and high risk. But looking at a standard King after the fall, they become the head of the alarm. In fact, from the two or three line brand to the first-line brand is indeed indispensable advertising, but advertising is not the only. Conversely, the only means of advertising is not to realize the dream of a line brand. Because of the success of brand construction and comprehensive effects of various enterprises of various factors, brands surfaced need of enterprise products, market, consumer communication, mass communication and other carrier for support, otherwise the enterprise hard cultivation out of the brand can easily become a shell; the three is to become the two or three line brand enterprises that expand the scale and increase sales is the top priority of the enterprise, ignoring the importance of brand building. They think that with scale or higher sales, there is brand performance. To be sure, the brand really needs scale and sales support, but brand success is by no means the inevitable result of scale and sales. In fact, the two or three line brand has become a first-line brand is not a step away, the two or three line brand to become a first-line brand, must follow the basic brand principles, complete two jump, in