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Casual domestic brand companies need to develop reasonable and effective brand marketing strategy and implementation through continuous self update to upgrade the brand.Brand building is the foundation started the brand nike roshe flyknit for sale , but another important factor is marketing. As we all know, is almost non existent for the core technology of the casual wear industry, its greatest value is the brand. Faced with increasingly sophisticated and increasingly competitive domestic casual wear market, establishing genuine market appeal of the brand of clothing enterprises, particularly urgent and important.However, there are many casual wear company also sold products only to the brand exists as an appendage, so too simple blind to Distribution Issues, promotion and expansion, neglecting the cultivation of the brand effectively. Faced with this situation, the domestic need for business casual wear brand building their own status and problems for the brand to develop reasonable and effective brand marketing strategies to achieve the establishment and promotion of the brand. Brand Positioning Brand positioning is the relationship between brand establishment and development of major strategic decision, but also the implementation of the specific premise of the brand marketing strategy.Marketing guru Philip Kotler in his Ten Commandments of Marketing, a book, take the clothing chains example to illustrate the market is not concerned about the marketing of the largest ring. He writes, We want to ask a question: ‘Are you ready to products whom? Please do not answer ‘for everyone. That is unacceptable. In China, many of the leisure brands in answering the question also is unacceptable. To get as many target consumers as the targeting criteria at the expense of the necessary sub brand and differentiate between market segments such issues as priorities. For example, many domestic casual wear brand, target consumer group between the ages of 15 to 35 years of age in young people, this orientation ignores Besides age nike roshe run flywire for sale , the clothing selection is equally important occupation, income, education level and other factors, 15 35 years old age range itself need to be further broken down.Brand positioning is not clear, does not necessarily lead to distinct brand personality, different brands of consumer groups, the results overlap. Especially for those casual wear market in the country work hard for many years and established a reputation and extensive sales channels in terms of leisure brand, if you do not solve their own brand positioning that may exist problems in todays consumer tends to personalize this era, will be will gradually lose its customer satisfaction and brand loyalty, and ultimately lose out. Branding With the competition in the domestic leisure apparel market intensified, the original shop window is not enough publicity has been the domestic brands have realized the need for branding and important, have thrown heavily requested the celebrity endorsement, commercials, to promote their own brands . Through advertising and celebrity endorsements in the form of brand promotion, can make the brand awareness of consumers or potential consumers, and thus create and enhance brand image. However, the same celebrity endorsements and costly, some brands upon the introduction of prompt access to great popularity on the markets new favorite nike roshe trainers size 3 , while others promote the brand does not have the desired effect, causing an important reason for this difference is the brand ambassador choice. Choose the right brand ambassador, to be taken into account well known spokesmen, public image, market appeal, and whether the voice matches the image and brand image, target consumer group spokesperson image and the image of matches and other factors. Metersbonwe choose Jay, Will Pan, and Angela Chang endorsement, not only the value of their huge popularity, more stress is placed on the line of young fashion people Metersbonwe lock the ideal self image and brand positioning its own personality, so choose they do brand ambassador is appropriate. Also proved that the endorsement by three idol, Metersbonwe popularity and influence among young consumers have been greatly enhanced.Balance principle from a consumer behavior perspective, the spokesman for adoption by the high degree of recognition, so that consumers and the emotional connection between the strength of voice to maximize this is only the first step. If it is to really establish the brand and the emotional connection between consumers and also to voice their endorsement of the brand closely linked. Overall, the majority of casual domestic brands is still limited to brand advertising model plus celebrity endorsement, while the lack of cultural promotion, public relations nike roshe one uk sale , promotion, promotion experience, try the other way. The face of the rise of domestic brands warlords, foreign brands eager to enter the Chinese sportswear market, domestic brands, especially those in the domestic market has started a well known and have international brand brand vision of casual wear, in order to enhance the brand reputation and loyalty, is bound to promote a single model out of a fixed three dimensional extension to the flexible mode. Brand Extension Brand Establishment is just the beginning, to take effective measures to enable the brand to the brand value added long term foothold in the market. Brand extension is to achieve value added core brand value; through brand extension to brand products into the concept of brand assets concept to realize the value added brand value. In the field of casual wear, brand primarily through brand extension, the main sub brand, multi brand to achieve the form of brand extension.Brand extension is the use of a successful brand name in a new product category in the production of new products, the so called brand umbrella effect. It can help companies more successfully into new product categories, and can lead to the immediate consumer recogniti.
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| Beitrag vom 24.10.2015 - 07:12 |
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| Beitrag vom 06.11.2015 - 09:27 |
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