白酒企业 品牌家族化和品牌资产管理（Liquor enterprise brand family and brand asset management）.docVIP

白酒企业 品牌家族化和品牌资产管理（Liquor enterprise brand family and brand asset management） [next part] Liquor brand family and brand asset management of the three major systems engineering The first big system - product brand building is the basis for consumers to accept In the process of enterprise management, product sales force is undoubtedly the most important, but the industry is more mature, more serious product homogeneity, brand concentration is high, the consumer more rational, channel management more difficult. In this case, the product is competitive and sell, is the only proper course to take shape the product brand. The 1 category, shape is the key: Liquor as a mature category known to consumers, an effective way in the competition in talent shows itself is shaping a unique consumer value and continue to adhere to sub category. The Yanghe River Luzhou in fine soft, from Hengshui Laobaigan segment in the morning in Xiangxi Laobaigan flavor. Both receive higher consumer awareness and good market feedback. The product brand, how to find their own advantages is the representative category, is the flavor, taste, or other process, whether both subdivision category or innovative creating category, to meet the consumers real interests, but also to continue to balance the area of large area, to the country of the consumer and business awareness. The methods and principles of brand classification are as follows: 1) category conceptualization. Soft, soft, elegant, puree and other concepts, are set up a sub category of liquor is a good choice, all in the minds of consumers with clear, recognizable interest concepts can be used as a way of shaping the category. 2) category standardization is a competition requirement. When a category is excavated, it will be faced with the trend of the situation, how to enlarge and maintain the scope of the creation is the key to brand building. After we strengthen the fragrance category concept in Henan Baofeng wine Guose fragrance brand for sec