对比营销让著名品牌脱下的华丽外衣（Contrast marketing the splendid coat of famous brands）.docVIP

对比营销让著名品牌脱下的华丽外衣（Contrast marketing the splendid coat of famous brands） For enterprise consulting or training process, often encounter some enterprises: their technology, products and famous brands can technology, products comparable, and in many ways more than well-known brands, but the brand gap in the market, even if the price is much lower than the famous brand products, sales are still but selling famous brand. Brand experts tell them that what they need now is to invest resources in strong media campaigns. I hope to hear from you. Investing heavily in strong media is not the only way to make strong advertising. This approach is a big investment in resources, and it can only achieve desirable results in some markets and specific competition conditions. Ignoring the market and its own conditions, blind investment will bring disaster to the enterprise. Three, love, Qinchi these Wang fall, as well as the brand in recent years many in the media put a lot of advertising has no long-term competitive advantage for enterprises has a very profound lesson. The gap between different brand products or services mainly comes from two aspects: first, the actual gap between product and service function and quality; two, the gap of brand in the minds of consumers. The actual experience of the specific function, the feeling of quality gap mainly originates from the consumer to the brand product or service commitment; and enterprises through product packaging, advertising, marketing channels and price in the minds of consumers establish beyond the added value of products or services to the specific work. A disadvantaged brand or a new brand and famous brand if the product or service is homogeneous, the difference is mainly reflected in the added value, the value of brand is put in the product or service coat. The establishment of additional value requires a certain amount of time and advertising accumulation, which is the main problem to be solved in the new listing, and is a mar