中一药业品牌管理1209（China pharmaceutical brand management 1209）.docVIP

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中一药业品牌管理1209（China pharmaceutical brand management 1209）.doc

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中一药业品牌管理1209（China pharmaceutical brand management 1209）

中一药业品牌管理1209（China pharmaceutical brand management 1209） This article is contributed by laurazero Grasp controllable, adhere to the feasible, grasp controllable, Plan of brand planning of China Pharmaceutical Industry in 2002 November 26, 2002 years day Problems to be solved 1, brand positioning management, 2, product brand and functional identification, 3, the future market promotion, Brand accumulation; packaging benefit Brand diagnosis / brand image formation; brand diagnosis; brand image formation A saying, two aspects, three stages, four levels A saying (extended brand positioning) extended brand positioning) Brand image is composed of four elements A: being a pharmaceutical, pharmaceutical, attentive, consistent from beginning to end thinking: Thinking: Dialogue kernel / external / object / kernel / external / object / variable / variable / invariable Kernel positioning / External expression / communication / object World class products, world-class products, beautify your life, outstanding performance, outstanding performance, as you wish, let us do better, Shenzhen Sea King: Shenzhen Neptune: health, success in the future! Two aspects (brand corresponds to society and market), brand corresponds to society and market Brand image correspondence China Pharmaceutical Industry Support for the market image of being consistent from beginning to end??? Product image pictograph brand (social image) Correspond to society / country / superstructure, etc. Product image, pictograph, production Market image) (market image) Corresponding consumers Target consumer Consumer / audience The public / public / citizen / people Three stages Market / product image relevance (social / market product image relevance) social market product image relevance) Logical relevance of brand hierarchy Objective: to define content to support the market image of the social image: description; content: 1, description; 2, personalized (values) and individual provisions; (value) regulations; socia