Nine trap China brand strategy management（中国品牌战略管理九个陷阱）[精品].doc

Nine trap China brand strategy management One day, the boss is very angry Marlboro advertising agency, said: ‘I paid tens of millions of dollars a year, how are you planning out a few horses running around.’ Advertising agency said meaningfully: ‘guaranteed Horses in the ad ran, we pay you tens of millions of dollars of the most valuable in return. ‘ In-depth discussions reasons for deviations Chinese brand building strategy, we have consciously favor in brand management, targeted to avoid making similar mistakes brand management strategy of Chinese enterprises into China easily fall into the trap of nine years: 1, did not really understand the essence of the brand strategy, brand core value of maintaining long-term change ‘importance’ no deep understanding. Brand strategy is a fine broad knowledge of science, the real science and a thorough understanding of the core values #8203;#8203;of the long-term importance of maintaining a constant entrepreneur, director of marketing, brand planning home advertising, in fact, very few and they basically do not understand. ‘ source of brand value from the consumer brain unique brand association, the nature of brand management is left in the brain personalized consumer associations. ‘Therefore, there is no specific focus on brand management, marketing communications ultimate goal will be commenced more normal. best way to solve this problem is to train a large number of professional brand management talent, and continue to create opportunities for the spread of this principle to business planning, advertising. 2, unconscionable advertising companies to make more money. In fact, there are some advertising company knowingly maintaining the brand’s core values #8203;#8203;of long-term change is very important, but sometimes around the same core values #8203;#8203;and aspirations of a brand theme, shoot more film and television commercials, to design a new poster, hanging flags and other graphic works, companies often fe