Why?

 

In fact, the crux of the matter is that many enterprises in brand building process can not feel the benefits of brand value for the enterprise sales or profits, etc., is more tied to the brand business requirements and short sales, so they have brand began to let go of the operation, or by the point of stimulation to catch brand building, sales went up pressure behind the ear.

 

In fact, most companies in the construction process, reflects the brand value is negligible or small, it is difficult to effectively assist or enhance marketing performance.

 

But the brand in the end when it could bring real value to the enterprise? The problem I do not think anyone can accurately answer, but from 10 years of practice and study found that at least in the business growing, the brand is limited to the value of the enterprise.

 

In the actual operation of enterprises, the emergence of many unconventional brand development path, also worth considering. For example, Mengniu ran out of the speed of the rocket, and then enter the first echelon is no enterprise can shake, even if it is in the process of this sprint made many mistakes; rivers in the walls and windows of the field is the same, he completed a period of five years nearly two decades of industry big thing, quick access to industry brands, so that enterprises with the industry to catch up, many operations are also taboo brand management in the process.

 

Thus, the brand value of the business, marketing results, and marketing and business activities home designincluding internal management, culture, research and development, etc.) is a process.

 

Since the marketing operation and business activities is a process, then it is necessary to make the straightening process, shortening the distance to reach the result, and this method is the brand strategy planning.

 

Scientific brand strategic planning, process optimization is an effective way to help businesses quickly find and create brand value, brand equity accumulation shortcut. Shunde Galanz is the same with the United States, because of differences in brand strategy, Galanz brand influence cost advantage into the air conditioning and microwave ovens, refrigerators, washing machines, so far without results; the United States for its scientific brand strategy, successfully entered the washing machine , the refrigerator market in 2009, with annual sales of nearly 100 billion, becoming the second after the Haier brand.

 

Chinese art of war in its marketing Jones also focused on the management of the process and the results. Our side - Global Brand Network - heavier than regular soldiers brand strategy to guide the planning direction of the brand, with Jones's marketing tactics, communication strategy alternative, as well as the ground sales storming strategy to achieve marketing this process around the brand strategy for rapid implementation sales.

 

As the Chinese Art of War in marketing Jones spoken only out of Jones, this lack of strategic fit are soldiers, Jones will become a lone, but only a soldier without being Jones, is difficult to obtain a quick "victory."

 

Therefore, after determining the brand strategy planning, the most important thing is to go with what system construction, implementation. Re not perfect brand strategy with marketing, research and development, other business activities are in fact useless to the ground. Liu is a veteran in this new "brand-driven strategy: zero cost to build strong brands secrets," a book, the system sets forth specific methods of landing brand strategy, brand strategy tools and techniques of ground work.

 

China Marketing Jones has always stressed from too much emphasis on the development of the actual business value of the brand is not desirable, definitely not for the brand and the brand, the correct approach is: "the different stages of your business development, brand management and branding efforts different", - global brand network - in other words, to be based on the actual situation of enterprise development, what stage do not have to talk about the brand.

 

Branding and marketing is not really the same thing, the result is the brand value, marketing, business is a process. That is why every business knows the value of the brand, and brand companies do not have a few fundamental reasons.