evolution of the brands health（发展品牌的健康）.docVIP

Evolution of the brand’s health In an ideal state, a consistent brand claims to help companies maximize firmly in the minds of consumers occupy the position of their own, so that it has operations outside of the product irreplaceable. However, the reality is that enterprises in the development process, for various reasons, or a spontaneous change in internal or external environment changes the face of the brand will change more or less, which seems not yet been developed for many long-term corporate brand strategy to find an excuse for frequent change of its brand message, it is not, in appropriate cases, the brand’s evolution does not mean reasonable, “another leader, a change in brand strategy,” “another advertising agency, another advertising appeals” such an approach, tradition and continuity, brand equity is still necessary to consider the effective accumulation. So, under what circumstances the brand should be adjusted? Managers consider this issue, you can be analyzed from the following four aspects and evaluation. Boundaries change their business and many industries are in the process of development in the face of tremendous competition mode changes to the real estate industry, for example, only the initial focus on residential areas of competition, competition is the core location, room type, landscape and property services But with the rise of the urban complex, many developers began as “Property developers / operators,” transformed into “urban / regional operators,” changes in the business arena will introduce different types of language, if the American market, developers more practice is the design, construction, services, business outsourcing, and himself through the capital in the value chain to build the core competitiveness, which is an entirely different language, such as American Real Estate Development Business Tishman Speyer (TISHMAN SPEYER), the brand’s core appeal as a “See it first” (insight into the opportunities, which means to see