Brand is the inclusion of high-end competition in many forms – Procter & Gam
Modern brand marketing, brand marketing functions of the contents of chapter III. The last day of last year had Zhuwen "brand inequality lies with the market economy", the brand has been mentioned more than a mere corporate competitive strategy, but also a macro "national strategy", in a sense developing countries, the developed countries of Chinese-style, to remain competitive way to achieve the value of plunder. Professor Lang has recently released article, "chain conspiracy: a war without smoke", which also talked about the so-called "Made in China" is in fact in most low-end manufacturing, consume large amounts of resources can only obtain the minimum amount of value , while at the high end is the other industry sectors, mainly during product design, wholesale, retail operations and terminal links. From the marketing process, these areas are all areas of marketing and brand can be attributed to being inclusive.
In the whole world in economic development and competition in the market with some shows five areas: product competition, technological competition, capital competition, brand competition and intellectual competition. Brand competition among the most representative of the late 20th century, meaning that it reflects a certain degree of competition and inclusion of other forms. Therefore, in modern marketing, brand competition becomes a kind of typical marketing model. In addition to marketing the brand outside of course also an effective management tool, we are here functions of the brand awareness and brand competition focuses on the marketing value.
1, the characteristics of brand competition
Brand competition is relative to the main features of several other forms in terms of competition, so the only other form of competition has been compared, have contributed to a deeper understanding of brand competition. In short, the characteristics of brand competition is mainly reflected in several ways:
1, integrated Comprehensive content from brand competition and brand competition, both in terms of performance. From the content point of view, competition in both the corporate brand product development, design, production, sales, service, and management, technology, size, values, and image characteristics of a variety of factors. The so-called brand competition is in fact the competition of these elements, only when these elements are formed on the brand support, brand image will be full, the brand embodies the competitive advantage is possible. For example, when we identify those P & G's strong brands, not only because of its excellent products, excellent quality of shows, as well as its customers an effective response to concerns, formed by long-term value of the pursuit of publicity and so on.
2, cultural
Culture of the brand itself is attached to the cultural information is a social feedback and expression of emotional appeal. Generally speaking, the cultural connotation of the brand direct expression of a way of life and attitude to life, so choose a brand, it is to choose an emotional experience and attitude to life. It is the brand that makes products that a certain material form the spiritual content, in essence, the brand embodies the company's attitude toward the product, the customer's attitude, their attitude and the attitude of the community. For example, the famous Italian brand DIESEL leisure orientation to those who have the rebellious young generation, through the expression of a social concept of the pursuit of efforts to achieve brand value. Modern consumer is not simply stop at the material level of the product itself, people on a certain brand of choice is the choice of lifestyle and attitude. From this point of view the cultural significance of brand performance for the brand of social information can help customers achieve an emotional experience, the value of identity and social recognition. For example, a symbol of identification with the Mercedes-Benz cars, use energy-saving products show environmental awareness.
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