品牌建设一途（Brand building）.docVIP

品牌建设一途（Brand building） What is a brand? A brand is any name, symbol, symbol, or design, so long as it has meaning, it is associated with people. And the art of marketing, in general, is the art of brand building. In other words, how to create, enhance and maintain the brand has always been the most fundamental task for marketers and the biggest challenge they face. Once a company has a good brand, it has a competitive advantage. An enterprise with competitive advantage is a sword in hand to hand combat, and a nuclear weapon in conventional warfare. A good brand can bring extra benefits. The pricing of well-known brands can often be 15% to 40% higher than the average brand (even higher in the recession) by about 10%. More important than premium sales is the intangible assets of the brand. It is estimated that the carrying capacity of the United States On-Line Company account for only 3% of all its assets, and the remaining 97% for intangible assets of the brand. Coca-Colas brand value is as high as $70 billion. Coca Cola Co CEO, the late Guo Sida (Roberto Goizueta) said: the company of all plant and equipment can be reduced to ashes overnight, but the value of the company almost unscathed; the value of the company actually exists in our brand franchise contract and the companys collective knowledge. As soon as we look at the brochures of well-known companies around the world, it is easy to see that they all look at brand equity more valuable than fixed assets and talent. A Johnson brochure says: our companys name and trademark are definitely our most valuable asset.. Enterprises want to continue to achieve more than average profits, we must build a strong brand. At the end of 2000, in the national marketing written by the translator, I used the draw further apart so that this article has experienced a tortuous fate until the beginning of this year, the national marketing edition was able to publish, and later the text of which is included in the anthology I in the pu