Analysis- return to the origin of brand marketing（分析-返回到品牌营销的起源）.doc

Analysis: return to the origin of brand marketing Free paper Download Center News: Market competition is the essence of consumer awareness of the battlefield, how to break and then occupy the minds of consumers is the core issue of brand marketing. Trout press statement, the current era of marketing battlefield essence is not on the shelf, but in the consumer’s mind, how to effectively make the brand in the consumer’s mind the effective mass, is to win the marketing war The essential. Brand belongs to consumers in the world an array of products, so that consumers know how you find you even ‘my heart only you’ too hard. But there are some brands but let us not only familiar with, but once you have let us also feel a strong sense of ownership, which in fact usually feel it is our first thought the mention of a certain brand of the brand exclusive brand identity, For example, BMW mentioned, people first thought is ‘driving pleasure’, referring to Volvo, the first thought is ‘safe’, referring certainly Rejoice ‘submissive.’ What are these exclusive brand identity is it? It is what we usually talk about the core values of the brand, the brand’s core values of a brand’s core assets, it is the minds of consumers of the brand attributes and benefits of a group of the most important association, brand 3-5 summarizes the most important features These features ultimately sublimate in the minds of consumers into a unique experience, occupy a unique area, and this unique experience will drive consumers to make purchase options and long-term loyalty to the brand. Therefore, consumers are driving a brand’s main power core brand values, corporate brand marketing activities all around the core values are to be expanded. However, the core brand values come from? made up of what? How to extract? What is the role? How to use it? The essence of the brand core values is the consumer brand association. That is a reference to a brand, what first appeared in the mi