Kings - brands proved to be naked.

All are more or less well-known brands are strong brands. However, the real situation is not so optimistic. The brand itself - is not a brand name and not the fact of her fame. Brand - the tool business, which allows. Increase the trading margin on the product and extract additional profit. Brand - a tool to ensure adherence to consumers that despite the high mark-up, buy the product and will buy it, do not respond to the proposal of the competition.

A strong brand can be considered as one which satisfies these conditions, a weak or no brand at all - those brands that do not meet them. No one doubts the fact that Siemens, Sony, IBM, GM, Dell not only as a powerful corporation, but as brands. But there are nuances.

Sony has stopped production of its mp3-«bean," being unable to compete with the iPod from Apple. For this reason, Dell turned its production of mp3-player. Big names turned out to be worthless when the market has a really strong brand. GM is not the first difficulty on the verge of bankruptcy, "brands" of the company is not helping her to sell their cars.

In all these cases, the total is that high-profile and well-known names were almost completely useless in bringing the end user, which is already known is not important - it is important for solving their own problems, what, in fact, should be based brands. Precise, strong brands.

These cases are only the first swallow. The fact that the overwhelming number of campaigns have a good feel for the market, not having a strong brand - a consequence of the weakness of its competitors, including the blind and the one-eyed - the king. But this situation is not eternal, and soon we will see many interesting events. Unless, of course, businessmen and marketers finally realize one simple fact: all is not gold that glitters, and not everything that a brand that has a known name.

Бизнес — план.

Дата добавления: 2015-07-19