品牌战略管理之一让传统品牌管理走开!（One of the brand strategic management of traditional brand management let go!）.docVIP

品牌战略管理之一让传统品牌管理走开!（One of the brand strategic management of traditional brand management let go!） Headwind or downwind? For a ship sailing blindly, any direction of the wind can only be upwind. However, our brand manager people are not aware of their own wind sail, not worth mentioning the difference they talked about in the brand image, independent brands and single brand ebullience merits of the debate, they believe that this is the essence of brand management. However, brand is a core resource, and resources are bound to produce strategy, so only from the height of strategic management can we really do a good job of brand management. First, who is the bell tolls of the traditional brand management? Although the traditional brand management model represented by Procter Gamble has been popular all over the world for decades, it has also made the brand management effective. But as the market becomes more and more complex, increasing competitive pressures, the media changed dramatically, especially the emergence of diversified brand, brand extension and other complex problems, the traditional brand management is becoming more and more feeble, too. 1, tactical guidance. The formulation and implementation of traditional brand management is not involved in the business strategy, not only makes the business strategy to support the formation of the brand, make their tactics were confined to a corner, can only reach a maximum level of marketing and communication, to establish long-term sustainable competitive advantage for the brand. 2, brand management organization, the traditional brand management department although bear the responsibility of brand performance, but only a coordination department, other departments have no influence on the brand operation command, has the responsibility to make the operation of the brand effect is bad. 3, narrow pattern. The traditional brand manager view confined in a single brand, single product and market, internal brand communicati