企业稳健策划的四个关键(国外英语资料).docVIP

企业稳健策划的四个关键(国外英语资料) Now, more and more industry entered the era of brand competition, more and more enterprises realize the power of brand planning, but also many entrepreneurs have such concerns: very eager to create their own brand, but the painful lessons of failure of enterprises in the side to remind yourself, dont rush to shape their own brand. Otherwise they will soon become the lessons of others, however, the fact is that many companies do brand planning or too aggressive, or too speculative, this is mainly caused by the failure of the plan. Therefore, enterprises need a sound brand planning, but how can enterprises carry out robust brand planning? I think there are four keys to enterprise robust planning. Key one: to make a brand is to make investment Enterprises must have a mentality to do the brand: to do the brand is to do investment, must use the mentality of investment to shape their own brand, otherwise, enterprises in the process of doing the brand will inevitably lead to a huge waste. Why? Lets do some simple thinking. Investors value the return on investment and shape the brand naturally. Since returns are to be paid, the relationship between costs and benefits cannot be ignored. Then, if the brand does not have the mentality of investors, it must not be able to increase the return on investment to the height of strategy, and there is not enough awareness to seriously analyze the cost of brand building process. For example, many enterprises in the brand to do on this issue, fell into the living beyond the misunderstanding, for example, a building materials company after years of development and accumulation, has a certain strength, but it took more than half of the companys sales revenue invested in advertising, the impact of the leading brand in the industry, the capital strand breaks, enterprises within a year bleed to death. Also, many companies do not understand the brand is doing the investment, leading to the misunderstanding of brand VI des