主导鞋企品牌定位的几个忽视点（Several neglected points of brand positioning of leading shoe enterprises）.docVIP

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主导鞋企品牌定位的几个忽视点（Several neglected points of brand positioning of leading shoe enterprises）.doc

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主导鞋企品牌定位的几个忽视点（Several neglected points of brand positioning of leading shoe enterprises） Introduce the brand at the same time, we can not easily ignore a few problems at ordinary times. 1., ignore the intangible value of the brand Today, the output of enterprises is not only the actual products and services with value, but also the intangible assets which take the brand as the core to decide the future fortunes of enterprises. As early as 1996, Chinese western economy times a certain period in the headlines was published a report by Ma Hong and other famous economist and adviser of Beijing brand equity firm announced the brand research report 96 years Chinese most valuable, worth $80 out of the China brand. Among them, the Hongta mountain topped the list, the brand value of 32 billion yuan. In fact, such as Hongta mountain such well-known brands, China is not this one. But compared with foreign enterprises in terms of brand value, or in a number of well-known brands, we are far behind far. According to the financial world magazine 1996 assessment results: Marlboro (MARLBORO) brand value of $44 billion 600 million, is 3.8 times its sales; Coca-Cola (Coca-Cola) brand value of $43 billion 400 million, is 3.6 times its sales; IBMs brand value of $18 billion 500 million, its sales 0.28 times. Coca Cola Co President Woodruff has declared: even if the entire Coca Cola Co overnight ashes, only Coca-Cola this brand will be able to recover in a short period of time. This is the strength of the brand. The trend and characteristics of the development of modern market economy clearly show that the market is invisible and controlled by the visible. The intangible asset of a brand is a high value return to an enterprise that has long been working hard. Most of the enterprises in China is still in the only tangible assets management, the brand is relatively inestimable value, so a blind indifferent, some enterprises in the course of business to a point in front of the petty profit