- 豆豆staR
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In the marketing of the learning process, impressed me most is the teacher and did an experiment with us. Of three different brands of perfume, which when we choose love, in that the price, brand information actually before undergone great changes. Many people know the price, brand information after the plates tend to choose rather than the ordinary Chanel, Kenzo Takada.
Just a little experiment, enough to see the power of the brand. In fact, there is little difference between the product itself, the difference is the consumer brand preference and brand to consumers of different benefits.
Coca-Cola"s former chairman, Robert United States. Shipu. Woodruff said: as long as the "Coca Cola" the brand, even one day, reduced to ashes in the fire, then the next morning, the news media business headlines is the major banks scrambling to "Coca-Cola" company loans. Robert. Shipu. Woodruff"s rhetoric is by no means self-important, because the bank"s borrowers are not the fire in a pile of ruins, but "Coke" brand, the strong brand of intangible assets over the sum of all the tangible assets.
From the above examples we can see that the brand is an asset. Brand equity (Brand Equity), also known as brand equity, is only the brand"s market efficiency can produce, or products in a brand with no brand difference between the market efficiency.
Brand equity (Brand Equity) is the brand, brand name and logo linked to increase or decrease the company sold products or services value to a series of assets and liabilities. It includes five aspects, namely brand loyalty, brand awareness, perceived brand quality, brand association, and other proprietary asset (such as trademarks, patents, channel relationships, etc.), these assets through a variety of ways consumers and businesses to provide value.
Brand equity is an important asset, is to save business cost effective means of marketing activities, but also to enhance the source of premium enterprise products, is a magic weapon to achieve competitive advantage. Enhance the value of brand equity, brand reputation can contribute to the value of overflow, to promote the expansion of brand equity can be an effective barrier to prevent the entry of competitors. So, how to enhance the brand"s equity value? Specifically, from the following aspects:
1, increase brand equity value of differentiation
The key brand value of the assets reflected in differentiated competitive advantage. This advantage can be reflected in product quality, performance, specifications, packaging, design, style of work brought about the performance, durability, reliability, convenience and other differences; also be reflected in the services brought by the brand added Jiazhi such as rapid response services, service technology accuracy, comprehensiveness of services, service personnel affinity; third may show personality in shaping the brand association and brand association can influence customer buying psychology, attitudes and purchasing motivation. Therefore, to enhance the customer"s perceived brand value, in turn, can promote the brand value. Enterprises can combine the advantages of its own brand personality, positioning through personalized to enhance the value of brand equity. This can be achieved in different ways: for example, technology leadership, product differentiation and market-specific technology, etc.
2, "powerful" joint
Brand value can also join forces with other brands to expand their brand image quickly to create more added value. Large enterprises tend to be good at world-renowned in their respective industries to use its strong brand appeal and market advantages, and other industry leaders to "Stronger" to join hands to strengthen their brand image. This combination is often based on cooperation and win-win two or more parties of the brand, and therefore easy to get from the partners and the market"s positive response.
Starbucks as a "fast food coffee," the well-known brand with United Airlines to join hands, on the one hand to expand a new business areas to make their products cover a wider market space; the other hand, cooperation on this advantage, the two sides in their respective fields The brand value have been effectively improved. Facts have proved that many potential customers precisely because of the new initiatives for United Airlines, United Airlines became customers, and many of the Starbucks "champion" is also on the joint air and began to get to know love in this "Coffee Star" .
Another classic example comes from Intel, together with Microsoft to build the WINTEL empire brought them huge profits, as well as the most powerful brand image.
- gitcloud
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Opportunity and Success
Opportunity is one of the elements of success. But opportunities don"t come often. And not all the opportunities can certainly lead to success. Moreover, opportunities are usually disguised as hard work; therefore most people don"t recognize them. So if you want to achieve something, you must make efforts and get prepared. Otherwise, you will take no advantage of opportunities when they come to you. In my opinion, there are plenty of opportunities for everyone in our society, but only those who have made enough preparations and are highly talented can make use of them to achieve their purposeAn Unforgettable Day
Late one afternoon, I was on my way home from school. I walked slowly along the street with my head drooped. The scenes on both sides of the street were beautiful, but I had no interest in them at all. I walked and walked, thinking of what had happened that day.
Just a few minutes before the second class began that afternoon, I was asked to go to the teacher"s office. I heard my teacher talking to my mother with anger.
How could you dare to go to see a film this morning without permission? Mother said at the top of her voice, slapping me in the face heavily. I look at Mother, dumbfounded…
I walked more slowly, for I had seen my house ahead, where Mother was always standing at the door, smiling at me, at this time every day. But now, she wasn"t there. My heard was beating faster. I even didn"t dare to open the door for fear that Mother should beat again.
Not knowing what to do, I sat on the ground near the door, blaming myself for what I had done. I was lost in deep agony.
Suddenly a soft hand patted me on the head. I looked up, seeing Mother standing beside me. I couldn"t help crying, Mum! tears rolling down my cheeks.
- cloudcone
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In the marketing of the learning process, impressed me most is the teacher and did an experiment with us. Of three different brands of perfume, as when we choose to prefer, at that price, brand information before and after the great changes actually happen. Many people know the price, brand information tend to choose after the Chanel brand, Kenzo Takada and not ordinary. Only a small experiment, enough to see the power of the brand. In fact, there is little difference between the product itself, the difference is the consumer brand preference and brand to consumers of different benefits. Coca-Cola"s former chairman, Robert United States. Shipu. Woodruff said: as long as the "Coca Cola" the brand, even one day, reduced to ashes in the fire, then the next morning, the news media business headlines is the major banks scrambling to "Coca-Cola" company loans. Robert. Shipu. Woodruff"s rhetoric is by no means self-important, because the bank"s borrowers are not the fire in a pile of ruins, but "Coke" brand, the strong brand of intangible assets over the sum of all the tangible assets. From the above examples we can see that the brand is an asset. Brand equity (Brand Equity), also known as brand equity, is the only brand to market benefits generated, or that products with brand brand with no difference between the market efficiency. Brand equity (Brand Equity) is the brand, brand name and logo linked to increase or decrease the company sold products or services value to a series of assets and liabilities. It includes five aspects, namely brand loyalty, brand awareness, perceived brand quality, brand association, and other proprietary assets (such as trademarks, patents, channel relationships, etc.), these assets through a variety of ways to consumers and businesses provide value. Brand equity is an important asset, is to save business cost effective means of marketing activities, but also to enhance the source of premium enterprise products, is a magic weapon to achieve competitive advantage. Enhance the brand value of the assets, can promote the value of the brand reputation of overflow, to promote the expansion of brand equity can be an effective barrier to prevent the entry of competitors. So, how to enhance the brand"s equity value? Specifically, available from the following aspects: 1, increase brand equity brand equity value of diversity reflected in the difference between the value of the key competitive advantages. This advantage can be performance in product quality, performance, specifications, packaging, design, style of work brought about performance, durability, reliability, convenience and other differences; also the performance of the brand by bringing added value services such as rapid response services, service technology accuracy, comprehensiveness of services, service personnel affinity; third may show personality in shaping the brand association and brand association can influence customer buying psychology, attitudes and purchasing motivation. Therefore, to enhance the customer"s perceived brand value, in turn, can promote the brand value. Enterprises can combine the advantages of its own brand personality, positioning through personalized to enhance the value of brand equity. This can be achieved in different ways: for example, technology leadership, product differentiation and market-specific technology, etc. 2, "powerful" joint brand value can also join forces with other brands rapidly expand their brand image, thereby creating more added value. Large enterprises tend to be good at world-renowned in their respective industries to use its strong brand appeal and market advantages, and other industry leaders to "Stronger" to join hands to strengthen their brand image. This combination is often based on cooperation and win-win two or more parties of the brand, and therefore easy to get from the partners and the market"s positive response. Starbucks as a "coffee fast food industry," the well-known brands to join hands with United Airlines, on the one hand to expand a new business areas to make their products cover a wider market space; the other hand, this advantage based on cooperation, both sides in their respective fields The brand value have been effectively improved. Facts have proved that many potential customers precisely because of the new initiatives for United Airlines, United Airlines became customers, and many of the Starbucks "champion" is also on the joint air and began to get to know love in this "Coffee Star" . Another classic example comes from Intel, together with Microsoft to build the WINTEL empire brought them huge profits, as well as the most powerful brand image.
- LuckySXyd
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好专业的市场营销资料啊,需要翻译之后用来发表论文么?还是投递到专业杂志上发布呢?不过不管怎样的使用目的,都建议你来我们美东旭好好地翻译一下呢~
- 黑桃云
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Leave an impression to me in the learning process of market marketing deep was a teacher to once do together with us of an experiment.Three kinds of perfume of brand dissimilarity, be we choice like which kind, is know price, brand information in front and back and unexpectedly occurrence very big of variety.The many people incline toward a choice Chanel of the famous brand after know price, brand information rather than common of Gao Tian2 Xian2 three.
Only is so a small experiment, good enough to with see the strength of product card.In fact the product have no many big difference, difference of is the dissimilarity performance that brand hobby and brand of consumer bring consumer.
Coca-Cola Company in the United States former incumbent president elder brother of one"s father especially.Private Pu.Five virtuous Lu mans once said:Want ~only the brand " Coca-Cola" at, even one day, the company reduce to ashes in the wildfires, so the second day morning, the head of the business enterprise boundary news medium the news be each big bank to emulate toward"Coca-Cola" company loan.Elder brother of one"s father especially.Private Pu.The Hao speech of five virtuous Lu mans strong language anything but bumbledom, because bank of loan the object isn"t a heap of ruins in the wildfires, but is the brand " Coca-Cola", the immaterial assets of this pre-eminent brand already exceed all tangible assets with.
The example that is from above we can see and the brand be also a kind of property.Brand property(Brand Equity) also call brand rights, is only brand then can creation of market performance, perhaps say, product while have brand with have no brand of market performance of bad.
Brand property(Brand Equity) is and brand, brand name and marking mutually contact, can increment or decrease business enterprise sale product or service of value of a series assets and liability.It is main to include 5, namely brand loyalty, brand cognition, the brand know quality, brand association of thought, other particularly have a property(such as trademark, patent, outlet relation etc.), these properties pass variety the way provide value toward the consumer and the business enterprise.
The brand property is the importance property of business enterprise, is the market movable expenses of the economy business enterprise of valid means, again is the source which promote a business enterprise product a premium price, is the magic weapon which obtain market competitive advantage.Promote a brand property value, can promote brand good reputation of value overflow, promote extend of brand property, can establishment valid of barracks in order to prevent get into of rival.So, how promote the property value of brand?Concrete to say, can from the following a few aspect commence:
1, exaltation brand the difference of the property turn value
Brand property of value now of key body the difference turn of competitive advantage up.This kind of advantage can the performance is in the quality, function, specification, packing of product, design, style"s etc. bring of work function, enduring, credibility, convenience...etc. of difference;Can also performance at brand bring by service additional value, such as service of fast respond to, service technique of accuracy, service of comprehensive, the affinity of the attendant;Three can also the performance is mold brand association of thought and character, brand association of thought can influence purchase of customer mental state, attitude with purchase motive.So the brand can promote the feeling of customer to know value, turn over, can also promote brand value of promote.The business enterprise can combine the character that the advantage of oneself create brand and pass a characteristic fixed position to promote a brand property value.This can from the path of dissimilarity to the realization:For example the technique lead and the product difference turn to turn an etc. with market with single mind
2, "strong" cooperate
Brand value of promote same can pass to cooperate with other brand quick expand oneself of brand image, create thus more additional value.The nations well-known and big business enterprise is good at strong brand public appeal and market advantage which make use of it in respectively the profession, with lead of other profession carry on"strong" cooperate, enhance the brand image of oneself.This kind of is usually strong to cooperate is according to cooperation both parties or in many ways of brand total win, so also easy is come from cooperation colleague and market of aggressive reaction.
Well-known brand and consociation airline of Starbucks conduct and actions"coffee fast food industry" hold hands and on the other hand expanded new of business realm, make oneself of the product overlay more extensive of market space;Make according to this kind of advantage cooperation on the other hand both parties at respectively brand within realm value all got valid of promote.Fact certificate, many latent customer is exactly because consociation airline of new raise Cuo, became consociation aviation of customer, but many"advocator" of Starbucks is also at consociation aviation top become friends with and start fall in love at this"the star of coffee" of.
The another classic case come from Intel company, it hold hands with Microsoft to create of the WINTEL empire brought big profits for them and most the brand image of real strenght.