破解白酒营销难题--品牌形象是不是花架子（Crack liquor marketing problems - brand image is not a shelf）.docVIP

破解白酒营销难题--品牌形象是不是花架子（Crack liquor marketing problems - brand image is not a shelf） Many liquor enterprises are eager to develop products, keen on terminal promotions, eager to deal with the relationship between enterprises and dealers, and rudely believe that brand image is the emperors new clothes, is a flower rack. Some companies believe that brand image is the packaging design, as long as the money to do the packaging, brand image came out; some companies believe that brand image is VI design, advertising production, advertising and design the VI well, the brand image came out. But what is the real brand image? Brand value is the connotation of the brand, brand image is the extension of the brand. The value is intrinsic, the image is exterior, the brand image is the brand value manifestation, both are the formation brand important element, is indispensable. Such as Shuijingfang wine, brand value is the best in all the land, heritage square hundreds of years ago brewing technology; brand image is bottle shaped Wei lion and exquisite manganese crystal production wells shape. If anything, Shuijingfang may not have a unique brand of charm, can not support the China first wine market position; - liquor brand image including packaging design, brand image design, corporate image design, brand design and visual factors, including the factors of brand advocates, the interests of the brand reputation spread. Liquor products are highly homogeneous, while liquor brands with a full brand image can produce high levels of differentiation. For example, Jinliufu. Jinliufu brand is the core of Fu culture, so the spread around the Chinese culture for thousands of years, Jinliufu packaging area with a large red brand design tightly around the core value of Fu, there is a first Olympic champion endorsement, led the team into the world cup Chinese the winner Milutinovic endorsement, representative wishes of minority girls speak -- image design on track4 effectively convey a unified br