fundamental long-term development of pharmaceutical brands（基本药品品牌的长远发展）.docVIP

Fundamental long-term development of pharmaceutical brands More and more pharmaceutical companies have already realized that today’s competitive market is essentially brand competition, and only rely on the brand in order to create a sustainable competitive advantage, however, compared with foreign corporate brand, not the majority of our brand vitality strong, even short-lived. Chinese brands Why go far? addition to China’s national conditions and underdeveloped market economy, the poor and the practical experience of brand management theory is an important cause of our lack of brand building unfavorable. enable the brand to long-term development, companies only follow the brand from its inception, nurturing, the basic law of the development of inner growth up management of the brand. Any pharmaceutical companies, want to Everlasting, want enduring brand, but in order to truly achieve enduring brand, but not easy, many pharmaceutical companies disappeared in the course of history, countless Pharmaceutical brand is only short-lived. I think that one of the reasons behind this phenomenon is that many pharmaceutical companies do not form a scientific brand strategy, without a proper understanding of the brand, the product does not clarify the relationship between the brand and, in order to build understanding of the brand products, build strong Admittedly product is to create a strong brand foundation, there is no product simply mention the brand, but, after all, is not equal to the product brand, the product is tangible, concrete, has a fixed attribute functions, and brand is intangible, abstract, it consumer perception of product attributes, the sum of affection, including the spirit and meaning of the brand and brand-related companies, officers, advocacy associations. Brand is the product and even the corporate culture, personnel and other business factors in the consumer mind space ‘imprint’, the brand’s essence is to help consumers establish the product’s