品牌建设神器之:品牌逻辑模型

• 作 者: 李临春
• 机 构: 《销售与市场》品牌战略研究部,
• 出 处: 销售与市场(评论版)
• 发表日期: 2015年02期
• 关键词: 你别无选择 打酱油 营销方案 逻辑模型 导入期 集中度 产品生命周期 快消品 性决定 衰退期

随着“新常态”的到来,“过冬”成为高频词语,少犯错误也许比冒进更加重要,营销向理性回归成为必然,学会用朴实、简单的“神器”来指导品牌建设和调整营销方案尤为重要。“打酱油”曾是网络上的一个热词,而从打酱油这一行为上我们就可以看出中国品牌的进化过程。从“打酱油”看品牌进化史80年前,打酱油是自己拿只瓶子到商店去买,你别无选择,爱吃不吃,消费处于1.0的品类消费时代。

With the arrival of “new normal,” “winter” becomes a high-frequency term, and fewer mistakes may be more important than adventurous. It is inevitable that marketing should return to reason and learn to use simple, simple “artifact” to guide Brand building and marketing programs are particularly important. “Soy sauce ” was a hot word on the Internet, and from the act of soy sauce we can see the evolution of the Chinese brand. From “soy sauce ” to see the evolution of the brand 80 years ago, soy sauce is to take their own bottle to the store to buy, you have no choice but to eat do not eat, consumption in the era of consumer category 1.0.