Brand DNA: How to shoe brand into a new source of power
On the brand started, first of all depends on whether they have launched a brand strength, the source of strength as the brand DNA, simply the brand of origin, it also contains its own innate inheritance and nurture.
Recently, a friend asked, he registered a
Shoe The brand is called "Sun Wukong," Entering the market operations. I half-jokingly said: "Anyone can cook you want to go to cooking, the problem Can you eat something that is behind." Life is a lot of people do not seek to do exactly the Once the failure started complaining, so small fry dish, brand management has not?
Friend asked, so I think the domestic transfer
Shoe Start branding. On brand start, first of all depends on whether they have launched a brand strength, the source of strength as the brand DNA, simply the brand of origin, it also contains its own innate inheritance and nurture. For example, some of the world's top brands have been popular for hundreds of years, the sales of your goods in their brand culture, brand training required to pay and comply with the laws of the success of things, your consistent brand in their arts. So, the question of how to find the brand start to function points?
30 years, the success of this land in the Mainland brand, roughly the following categories: edge brands, such as Pierre Cardin, the elderly head, playboy, etc.; Wenzhou brands, such as
Aokang , Red Dragonfly, 100 Toronto, etc.; Fujian brand, rich bird, American camel, the United States Chicago, 7 wolves; Guangzhou brands, San increase further, the court music official, Lamborghini, Aoshi, Garbo, etc.;
Shoes Brand, 100 Laguna, Hanson, Blackstone plans, Laiersidan so.
Interview with the media, I had the view that a new brand to market, if you choose
Proxy System, that at least four kinds of people can agree with him: first, the provincial agency, because of his network; Second, municipal distributors, because of his store; Third Department Stores practitioners, because he has to product shelves power; Fourth, the final consumer, with the brand's increasingly saturated, the original brand in the end backed up, then the brand loyalty of consumers are becoming increasingly uncertain and clear, the market gradually narrow the gap. On what basis can a new brand for these four people to accept, is a very important issue.
I think, brand management as a marathon, the brand after a dozen years or even longer range efforts, they ran out of several hundred to tens of thousands of meters, and the new brand just starting from the starting point. In addition, the brand painstaking efforts for a long time, in various fields and experience accumulated some resources have been occupied almost all the available
Sell Shoe market space. An unknown brand, to have a place to break the siege.
Present, the company launched the brand no more than several strategies:
With world famous brand, this brand to go shopping channels are very effective, and now the hands of department employees have a reference list of the brand, the brand is registered in a foreign country, back country to operate, and now this road may not be feasible;
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