品牌战略制胜五步法（Five steps to win the brand strategy）.doc

品牌战略制胜五步法（Five steps to win the brand strategy） Five steps to win the brand strategy Why China the CCTV advertisement s most average life China brand flower briefly as the broad-leaved epiphyllum, only 7.5 years, often cut down dead; Why is SONYs TV sales in China a year only 500 thousand units, profits are equivalent to the sum of Chinas television industry as a whole?; Why do many of our brands have very poor risk resistance? A negative report can ruin a brand (while Nestle, Coca-Cola, etc.) have had a lot of quality problems, but have not hurt brand power; This is because many of our companies have not yet created a strong brand with a distinctive personality that can strike the heartstrings of consumers, high visibility, high reputation, high loyalty, and good associations. At present, China have good creative advertising, marketing planning, brand strategy management is however many enterprises weak links, and even many well-known brands also make mistakes, and this is the main reason for our local brand of meteor shower. If the brand wants to win the strategy, the author should sum up the following five steps: The first step: refining a distinctive personality and can touch the heartstrings of consumers brand core values, and with extraordinary concentration to maintain brand core values. Brand core value is the soul and essence of a brand. It is the center of all marketing communication activities. Brand core values should be distinctive and unique, and can move the hearts of consumers. The diversified demand of the society, no one brand can become all a-jack-of-all-trades, only the height difference, the core value of the brand to the distinctive green Congzhong is red , attract the attention of consumers with low cost. For example: Pepsis choice of the younger generation, AVONs female confidant, BMWs driving pleasure, Goldlions mans world, sterilization...... No personality, unique and distinct. The core value of the brand is established, it should be extra