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607楼
发表于 2012-2-20 16:25
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and even endangered. To this end
product quality when it is trying to launch a digital camera, it is accumulated in the film era, cognitive performance and grades can not be passed on to the new product. consumers recognized kodak shoot cameras and film is the best, but digital cameras? many people say canon, nikon, sony digital camera is very good, but says they fool the camera good?
front above, the brand association is the consumer's point of view, rather than a business perspective. therefore, not companies want to it is what it is, but should consumers believe that it is what it is. city in order to brand closer to consumer demand, it must conform to the consumers of the brand association, rather than against it, not to tamper with. for example, consumers believe that ibm is an enterprise engaged in the business machine production, and sold a lot of computers and servers, the computer is a symbol of excellence in quality, with big blue's image and personality of international companies, these concepts have stereotypes a. if one day, ibm suddenly diverted to sell low-end goods, even hamburg, consumers certainly will not meet.
fourth image. brand image, including trademarks, logo, advertising language, many people see the ibm three letters will be reminiscent of this is an unparalleled advantage of the smaller brands.
so-called brand association is the consumer brand awareness and perception. intuitively, saw a brand name, such as ibm, what you think? the answer may be there are many,christian louboutin leather mens shoes in red, including: engaging in the business machines industry, production and sale of computers and server products, high-quality, computer, blue giant, international large companies, and so on. rise to the level of marketing theory, these answers represent the results of several of the brand association:
each brand may have only an authentic and positive brand association. in order to expand product lines, and businesses to leave room in transition, it should be possible to create a wider range of brand association. as ibm demands of the international business machines a synonym of a strong function of the phone, smartphone, not only the enterprise's own technology, design and other issues,christian louboutin louis men's flat black2, whether the consumer identity is the key.
, not just ibm, such examples in all times and have a lot. such as costume, vintage, classic clothing in consumer awareness should be,to chapter 64 of the interpretation., if one day it started doing jeans, i am afraid will not be able to give retro, classic impression. for example, mark? polo is considered a certain age and experience, more mature, calm male, so to do tiles, antique tiles brand name is very appropriate, but used in a biased fashion, feminine sanitary products will be confusing,and this cast has become abounding stars’, which is probably one of the reasons marco polo brand extends to the bathroom products can not be successfully
right and shoot cameras and film. placed on the film era, which is the glory of kodak as a strong leadership brand. do not you see, almost all the studio signs kodak. but when the film on the 1975, perhaps nothing, it now appears is called fatal.
kodak has crises, it is undeniable. as we all know, kodak's core leading products - film market has been a sharp contraction, and even endangered. to this end, a very long period of time, it has been trying to transition,christian louboutin leather mens shoes, but to no avail. aside in 1975 to develop the world's first digital camera failed to grasp the opportunities of the strategic factors, the author tries to analyze from the perspective of the brand association.
second, the product. the corporate mission is to create customer value and customer value to be the product to reflect. ibm's products, including computers and servers, such as thinkpad have ibm descent. for individual consumers, contact ibm up to it; for business users, it may be it server or software products.
back to kodak. aside the glory it had developed the world's first digital camera for the average consumer to see the i believe that 99% of the answer is: fool the camera and film!
one of the industry. ibm's english name meaning machines, not just computer or ** a single product category.
third category. each market can be divided into multiple market segments, each of the following may also have more than one category, the category of material, performance, level and even the brand personality to distinguish. such as ibm's computers, consumers believe that high-end, superior quality, high performance computer, perhaps more than ordinary brands of computers waterproof, anti-excellent all this emphasis on the appearance of korean, japanese display motherboard asus and cost-effective dell and others to form a segment. |
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