Brand wins in refinement

It is no stranger to mention the brand. Almost everyone knows the value and significance of the "brand" in the market economy. Brands are the “green card” of the world, and people all over the world have to deal with almost every billion brands every day. Moreover, with the advent of the knowledge economy and the integration of the global economy, the main body of market operations has been given the “brand” by “enterprise”. A brand is not only a symbol of a company, an industry, but also a symbol of strength in a region and even a country. Its charm is like the Bible.

In the era of planned economy, in the face of the seller's market that is in short supply, there is no need for brands to brand. However, in the era of market economy, in the face of fierce competition in the buyer's market, and the influx of foreign brands, if we don't pay attention to the brand, don't make the brand, and don't pay attention to the brand, the consequences are very serious: the situation of "there is no brand" will only happen. It is the low-level fate of "brand wage earners". After paying hard work, it can only get the reward of "making a wedding dress for her"!

Brand is the present of the company and the future of the company. The key to how far the brand road can go is whether the brand can penetrate the hearts of the people and continuously reflect its essence. Brand refers to the image and character established by the company in the minds of consumers through marketing and advertising, and is a comprehensive reflection of the inherent quality and external characteristics of the product. Therefore, in order to enable the brand to take root and flourish in the fierce market competition, it must be done in a fine manner, with brand expertise and execution capabilities.

In this era of excess information and lack of attention, brand communication is becoming more and more difficult. Even if a company invests a lot of money, its brand is difficult to reproduce yesterday's glory. This means that the rough way of brand communication in the past can no longer meet the needs of today's enterprises to shape the brand. In other words, branding must enter the track of refined operations.

One of the secrets of Apollo's successful landing on the moon is to do things finely and carefully. I firmly believe that the secret of brand management is also the details, the details are the ladder of the brand to success. Therefore, for Chinese companies that have formed some advantages in the field of creation and accumulation of tangible assets, it is not enough to know that “brands are important”, “brands are valuable”, and “brands are rare and precious assets of enterprises”. The key lies in mastering the theoretical knowledge of “how to build a valuable brand” and the practical skills of “how to use intangible assets to make money”, and implement it with strong intention and pragmatic spirit, and do a good job of brand management step by step. A detail that creates a brand that truly has great assets.

I have done business culture, successful managers, emotional intelligence and conflict management for Kodak, Lucent, Motorola, 3M, ABB, Philips, Siemens, Japan Airlines, Suntory, Uni-President, Lianhua Supermarket, China Telecom and many other famous brands. The training and guidance of brain thinking and creative thinking, market competition strategy and strategy selection, and knowing the paleness of Chinese enterprises in brand fine management. Compared with the world top 500, the vitality of Chinese corporate brands is Fragile like a baby. Moreover, most Chinese brands rely on the courage and action of brand owners to quickly find opportunities in the market and win over. Therefore, the way out for Chinese branding lies in the standardization of management and the refinement of execution.

Brands belong to the category of wisdom, and brand wins are refined. Brand refined management is an important aspect of brand building in all aspects, and it is also a relatively basic view of my "win in execution" theoretical system. Quoting the classics of marketing guru Jeremy Bullmore: “Consumers build brand cognitions like birds nesting – built with mouths, leaves, straw and other debris. "Moreover, the more we value the brand, the more we will find the importance of brand refinement management. Even branches, leaves, straw and other sundries can accumulate into a brand's more valuable assets!

I have had several meetings with Mr. Luo Li. They are all at the education and training site. Coincidentally, the core content of our teaching is “the strategy of winning the enterprise”! However, Mr. Luo is studying the issue of “branding's 'winning'”, which is about the rules and details of a brand from birth, introduction, growth to sustainable development, and I am biased about “business wins”. The issue of implementation is about the ability of various organizations to put their strategies into practice and to explore the extent to which strategic plans and goals are implemented. Fortunately, the two directions are the same, how are the use of scientific procedures to ensure that implementation is in place, so that: management, refinement; implementation, one step at a time... and the fields we study are also very relevant and mutually reinforcing. This is because, on the one hand, the brand itself is a strategic resource of the organization and an important part of the organization strategy; on the other hand, refinement is a problem that all managers and all employees must face and cannot avoid. Through the book "Intelligent Brands - Brand Refined Navigation", we can feel Mr. Luo's extraordinary brand planning and management capabilities, which makes me more confident in the research on Chinese companies and employees' execution. I also appeal to this and earnestly hope that there will be more people with lofty ideals who can join hands to advance the smooth management of China's fine management. Just like Mr. Luo's long-term commitment to the research of refined management of brands, he has worked hard in various fields and aspects to jointly explore relevant issues. The problem of refined management, only in this way, can raise the level of Chinese enterprise management to a new height.

2006, the first year of Chinese brand refined management! If Chinese local enterprises want to be successful, they must make great efforts to build important brands. Brand building is a long-term and systematic project. All aspects of brand building must start with “fine” and “fine” as the scale. Guided by “navigation”, we will carry out the “Smart Brand” to the end!

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