为你的品牌做体检（Do a medical examination for your brand）.doc

为你的品牌做体检（Do a medical examination for your brand） Why carry out brand surveys? What are the elements of brand equity? Do you have a health check for your brand? International advertising agencies are part of the development of brand management of Know-how, such as yangya BAV (Brand Asset Valuator), Ogilvys 360 degree brand stewardship and Bates Brand Wheel, the martial art skillfully different, but the same thing. However, regardless of the Know-how in the family, show, want to get an outstanding brand, from the understanding of the status quo of the brand, that is, for the brand to do a health check. Category of brand survey Health examination of Western medicine for blood, blood pressure also has Chinese medicine basic, brand survey is the same, there are quantitative and qualitative research. Because of the limited space, this article will narrow the scope to the qualitative field, and discuss the content which should be covered by the brand investigation. Why do you carry out brand surveys? The purpose of brand survey is to find out the tangible and intangible assets of brand through the qualitative method, so as to develop and amend the brand strategy. This sound is so important, but most companies rarely for its brand consultants, carefully identify the core assets of the brand, and establish a consensus on the brand team, in-depth business. Most of the situation is directly into the advertising proposal, and clients and advertising agencies have subjective point of view, the final fight is what a idea is quite good, often chosen by the idea is not bad, but it may completely deviate from the core essence of the brand. Examples of this in the real world such as Europe many years ago, be too numerous to enumerate, coffee to create exotic romantic brand awareness, but also from the packaging and advertising all the way through, is the only early coffee brands from Europe, its rich taste, but also effectively with brown do segment; but Europe is sweet change the o