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一、个性时代呼唤个性化品牌没有个性是会被人遗忘的,做人如此,做产品也如此。既然产品没有个性,那么品牌就必须要有个性,就如同纯净水、香烟、白酒等产品差异化较小的领域品牌竞争就特别激烈一样。开始时,我有广告你没有,我有促销活动你没有,我选择的媒体与你不一样,我的广告卖点诉求点与你不一样,就像同样的水制品,娃哈哈“卖情感”、乐百氏“卖品质”、农夫山泉“卖口感”一样,但时间一长,大家都在做诉求点创新,几轮下来就高度雷同,你我不分了,于是所有企业都在苦苦寻求同质化时代的个性化,寻求个性化品牌建立的方法。
First, the personality era Calling personalized brand No personality will be forgotten, a man, so do products. Since the product is not personalized, then the brand must have personality, just as pure water, cigarettes, liquor and other products less differentiated brand competition is particularly fierce. At the beginning, I have ads you do not have, I do not have a promotion, I choose the media is not the same with you, my ads selling point appeal is not the same with you, just like the same water products, Wahaha , Robust “selling quality ”, Nongfushangquan “selling taste ” the same, but over time, we are doing the appeal for innovation, a few rounds of the same height, you and I are not divided, so all businesses Are struggling to seek the homogenization of the era of personalized, seeking personalized brand building methods.