都是品牌惹的祸（Its all about brands）.docVIP

都是品牌惹的祸（Its all about brands） Primer To build a strong brand become a consensus today, many engaged in healthcare consulting and planning, for Neptune in recent years lost marketing, brands have shared critical Neptune attempting to create a medical care is made a common mistake, and lists a large number of cases to illustrate: in Chinese, medical health care products companies, especially is the health care products companies, to save costs through the establishment of a common brand, is a romantic unrealistic idea. That is to say, in China, the pharmaceutical and health care enterprises are not able to share the brand road as many Chinese household electrical appliance enterprises do. Are Neptunes problems a curse for brands? Is that so? The author believes that this argument is worth discussing, it is a misleading, one-sided and harmful, is not conducive to Chinas pharmaceutical and health care industry brand building. The author is writing criticism in the use of Neptune Deputy brand mode on all sorts of mistakes, such as: there is no clear understanding of essence of Deputy brand model is the brand extension strategy, which is based on the success of a brand based on the main brand; communication must be based, supplemented by the Deputy brand; brand often applies to vice the category of product series brand; Deputy brand product category name using the wrong name, resulting in a large number of popular up with Neptunes market; the name of the enterprise and product brand is not equal to the Deputy brand etc.. In short, Neptune itself is not a successful brand, brand is not qualified as Neptune, blindly started the brand extension, will inevitably lead to Deputy brand mode failure. But the author doesnt deny the Deputy brand model, there is no denying Neptune to work together to build enterprise brand and product brand by the Deputy brand model of desire, there is no denying Chinese healthcare businesses could not be used in the main sub brand model as the repr