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品牌是竞争的利器,但是新创品牌怎么办?新创品牌靠什么长大?在成功品牌的创建和成长过程中,品牌与产品功效的关系通常要经历两个阶段,第一阶段创建品牌,即品牌功效化阶段。这个阶段的营销传播活动要功效化,不打空壳品牌。要用功效化的诉求,使品牌定位和品牌内涵在产品中落地,具体化,让消费者通过产品的功能功效,对产品和产品品牌形成认知和偏好,从而使品牌在功效的支撑下成长。当品牌成长起来之后,营销传播活动进入第二个阶段,即功效品牌化阶段。营销
Brand is the weapon of competition, but how to deal with new brand? New brand by what grew up? In the process of successful brand creation and growth, the relationship between brand and product efficacy usually go through two stages, the first stage to create a brand, That is, brand function stage. This stage of marketing communication activities to be effective, do not play the shell brand. To use the effectiveness of the appeal, the brand positioning and brand connotation in the product landing, specific, so that consumers through the functional function of the product, the product and product brand awareness and preferences, so that the brand in support of the effectiveness of the growth . When the brand grows up, marketing and communication activities enter the second stage, that is, the stage of functional branding. Marketing