To do the brand, in fact, real or to return to the essence of the brand, and in accordance with the consumer brand of understanding, needs and requirements of the marketing actions! recently seems to have walked to the bottoms of the stage, the market seems to be sagging period. Although the commodity surplus, excess, consumer brand especially mature and rational, however, does not always need not be marketing?
Luchangquan, this has effect on mengniu, also won the industry's marketing guru also came to the so-called "brand of the" sermon on the altar of Quanzhou, however, it was mostly and sponsor a variety of relationship, or the local advertising and media friends, truly decided to brand operations and destiny and few scene. Although the seminar site is also very popular, however, the true effect of the industry did not, nor business and brand and reach the marketing masters, even the cooperation intention. For current Quanzhou region businesses that seem to be in a very awkward situation: success or mature brands, such as anta, Jordan, tebu, etc. have not need marketing guru's point is a natural process still doing very well, but in the brand even to accept marketing guru's point, but the masters have said they do not naturally there is no need to accept the pointing, otherwise, how listening to master that is the real name brands, and only since ashamed, inferiority of copy! as for start-ups to do the brand, as well as those in the State of the enterprise, wholesale is not the capital budget to make marketing guru gave them the idea, the programme. Because of the marketing masters and talks of the Organizer does not know or haven't seen the actual situation, so that such painstaking sermons would seem a bit dreary heroic end! this is a very strange phenomenon, at the same time, direct means that this "brand of" entrepreneurs are also no longer believe in the power of the "marketing" of the ... ... While these masters really had "merchandise surplus, excess, consumer brand is particularly sophisticated and rationalist" era, really just limited to personal experience and foreign information extraction, summed up theory, has also been unable to solve the current problems of the enterprise exist!
Enterprises to? brand marketing to do?, and the "marketing guru" is really can do about it?
With the brand and market development, progress, marketing and marketing gurus are all the rage these days, become the Savior of enterprises and brands. Entrepreneurs tend to think that as long as you please to marketing guru, or professional marketers, brand operation can be accomplished only at one stroke. It seems that this idea is now out!
However, as long as in doing brand, market, marketing, or can't get a link in the past, and do the marketing, you sure can't participate in market competition, even without the existence of opportunities on the market, however, these masters and marketing personnel are not used, brand and Enterprise?
In the various elements of the brand management, brand image, brand culture, brand positioning, product structure and consumer groups positioning, pricing, access road building, branding, team-building, information management, goods supply, various resources and business expertise and core competencies, and so on, are key, but from this point and the point of view is now called brand and business, and the number of enterprises and brands is available?
So in the final analysis, marketing or necessary, just a lot of enterprises and brands can't do with brand management requires all conditions!
While the enterprise why not understand this? it is because before that many successful brand, so that they feel to be a brand is not so difficult! even consider themselves now have vision and conditions than those who are already successful enterprises in the start-up period of the situation is much better, so why not like those enterprises that, after five years of effort, you can become a well-known brands, or like those already successful brand that is recognized by the market and consumers? but now businesses overlook the very important point: that is the current market conditions and competitive situation is far from the original scenario, the level of market saturation and consumer brands are also far more than is much higher then! and brand management of costs and requirements have become very high!
However, people are very emotional, especially people have compared psychology, and often ignores the changes of the environment and conditions, we think so! marketing momentum, master incompetence!
In fact, it cannot be said that the incompetence of the masters, we cannot say that marketing is useless, but can only say that the enterprise did not see marketing and brand successful all conditions! plus because enterprises get rich quick mentality and not a long time, large-scale investment funds, always thinking with limited human and financial resources to do more things, more long-term foster brand, is not always hold speculative psychology at work, so there is no way to reach professional brands, just think in some ways to do it, they should be able to do the brand, only part of the job, but can have the dream as a whole, but in the harsh market presence is always doing not in place, do not see the results to the last or the! responsibilities attributed to the marketing of incompetence or complain about market competition, rather than from the overall look yourself does it really have to do the brand terms and capabilities, including doing brand's aesthetic vision, do cause psychological qualities, as well as their own is aware of the reality of the market, it should be how to operate brand!
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