《顶级品牌的视觉谎言》连载-5 用思想酿造(国外英文资料).doc

《顶级品牌的视觉谎言》连载-5 用思想酿造(国外英文资料) Mention wine brand in China, a lot of people think of liquor in maotai, wuliangye, luzhou laojiao (a kind of daqu liquor), alcoholic, the Great Wall, changyu wine, beer in Qingdao, yanjing, however, these brands on behalf of what? I think a lot of consumers just remember the product name, taste and some other external factors, but the real brand aspects such as the content of the cultural connotation and is pale. In late December 2003, I and kotler marketing group cooperation on a domestic famous beer brand strategy to carry out market research found that many consumers, especially the young people around the age of 20, widespread lack of tsingtao beer brand cognition, for example, Shanghai and guangzhou consumers to Qingdao beer and the natural environment and even a island and coconut trees together, put it as a fashion brand series. , of course, no advancing with The Times, tsingtao beer brand give new connotation to the old brand, the result let competition brand into the young generation of consumers mind. This shows that liquor brands must constantly update their brand image and connotation with the time and market, and adjust to the changes in customers taste, taste, taste and lifestyle. Wine takes time to brew, and more needs to be fermented. It should be said that the good wine brand is made out of ideas, it will not only be tested by the time, but also by the mind. From world famous wine brands, we can find that when the product development to a certain stage, will decide the fate of the brand is not the product itself, but the products outside the rich connotation of concepts and ideas. Absolut, absolutely creative The brand background Since entering commercial brands from human society, it is difficult to have a kind of consumer goods brands like absolute (Absolut vodka), from an unknown brand in a few years has become a world-renowned brand of vodka. In 2000, Absolut vodka was the third largest in the world, and the brand