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All Customers Enter The Furniture Industry &Nbsp; Brand Boundaries Need To Be Re Examined.

2011/7/30 11:23:00 83

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Re Examination Of Boundary Of Furniture

Some time ago,

Van guest

Rumors to enter the furniture industry

micro-blog

It aroused heated debate.

from

Marketing

From the point of view, this is a very interesting topic. They not only challenge traditional sales methods, but also to traditional brands.

Marketing mode

Challenge.

Book negation is not a professional attitude, but also a brand extension and brand.

Boundary

Or brand development strategy, in the new era, we really need to re examine and study.

Is there any mistake in brand extension?

Without doubt,

Trout

and

Rees

The two "positioning theory" created by everyone has made a very important contribution in the history of marketing.

However, the theory of location has some limitations on brand extension. Moreover, the case of business has also proved that reasonable brand extension is generally a successful strategy.

We can find out.

Brand extension

Many failed cases, but obviously, it has always been more successful than the new brand.

Positioning theory on brand extension is likely to ignore the difference between "brand" and "product". Brand has different dimensions. These dimensions make the brand different from the product and meet the needs of customers.

The difference between brand and product dimension is not only rational and tangible, but also symbolic, perceptual and intangible.

In other words, if marketers can make customers' brand associations break through concrete constraints, the brand extension space is actually very large.

As we all know, luxury goods can be extended to many kinds of products, from cosmetics to bags and clothes to all kinds of clothes, and they have all been quite successful.

This is precisely because the brand is the consumer's perception of the product attributes and the sum of emotions. It also shows that the brand can completely overcome the limitations of products by using perceptual factors.

The focus of this discussion is not on the right and wrong way of brand extension, but it is actually a little redundant to discuss the right and wrong marketing techniques.

What we need to consider is whether there are some changes in the technology of brand extension when the Internet continues to affect consumer spending habits.

How should we view the boundaries of brands and how to make better use of new technologies to serve brands?