When the brand was finally completed some of the mission of communication, only to find the wrong wall took the ladder, there is no more people and property to achieve the integration of open space. 7.816 billion, which is the brand value of the brand, knowing that their brand value is mainly supported by the stand-collar Chinese, but the sales of men's collar stand-alone is far from satisfactory. Difference between brand value and market value, brand value can not be converted into sales, the reason? Categorization Does not insist on the long-term success of a brand, not on how creative your ads are, but on whether to differentiate the original category, create a new category, and get the support of news and consumer attention. For example, Starbucks basically does not advertise, but always get the news attention; Wal-Mart nor advertising, but every move is under the control of the press. Only when the brand becomes a representative of a new product category can the media get the attention and consumers' attention at the same time. In the process of advertising, the advertisement only continuously strengthens the brand's position in the product category. And only in the position of the pioneer brand category, the best chance of becoming a representative of the brand category. What advertising did Li Ning do? I am afraid many people have no impression, but Li Ning's brand awareness is very high, the reason is very simple, Li Ning in China opened up a precedent for the sports brand, a representative of this category brands; Shanshan opened the domestic suit category, a Professional brand, successfully into the minds of consumers; AIA integrated ceiling is also a complete success of this category strategy success stories, the former monopoly Champion Op has been the edge of the integrated ceiling, and even the lighting industry Op and NVC also felt The existence of this new category of integrated ceiling, and the power of this pioneer AIA. And what brand is it? Should be said that the license plate to seize the collar is a good position, but unfortunately did not insist, nor did it rise to the strategic level and positioning to operate. Although a lot of investment, but the direction of partial, the market effect is not as expected. Why do you say that the development direction of the brand licensing clothing is too partial? Is because the brand did not establish the brand leader of this new category of heart and courage, hold the relevant elements of the stand collar and not dare to let go, do not dare to take the lead in the development of industry standards, relied on the power to promote And spread. Finally completed some mission of communication, only to find the wrong wall took the ladder, there is no more financial, financial and manpower to achieve the integration of open space. Therefore, the performance of the stand-collar men naturally no better place to go, Qiong brand decision-making reluctant to give up chicken style suits and other products, preferring to easily enter the second-tier three-line market clinging, and then watched consumers have money to buy Shanshan, Younger, BOSS and so on. As a result, consumers feel in the advertising stand-collar culture, but in reality the experience is mostly suits, jackets and the like, will not think this brand speechless? The brand has been reluctant and lethargic over the years. In a vicious cycle of looming uncertainties and unfamiliar categories, it is helpless to look beyond those enterprises that have been ten years younger than themselves.
Sublimation / Heat-transfer Lanyards
Lanyards Co., Ltd. , http://www.nslanyards.com