Controversial: in the end to play a good brand advertising and product advertising?.

<P> A health chain stores prepared to spend a lot of money to play corporate television advertising, but what is really good fight products, advertising or brand advertising is good? Internal product of the intense controversy. .The following is an internal staff to write a proposal, its view that encounter the same problems for the enterprise will be of some help. .</ P> <P> this proposal is to more clearly explained my point of view: Most people think that TV ads should be in 2008 to promote the brands, but I think it is to promote the products (the brand can be used as the associated .propaganda). .</ P> <P> Some people say: Amway Nutrilite has been on television advertising to promote a brand-based (so the company should be mainly to promote the brand.) .Well, I give an opposite example: the same is the world's top 500, based on the world's largest pharmaceutical and health care products companies Wyeth, in China From EMKT.com.cn television advertising (including its two baby products .infant formula milk powder and Centrum) has been on promotional products, the company why can not it also to promote products? </ P> <P> Furthermore, it was said: the company to do a hundred years old, so it should be to promote .brands. .Tong Ren Tang should be a century-old model, do not forget, since it together with the (TV) advertising (including Liu Wei Di Huang balls) but mainly to promote product-oriented. .Tong Ren Tang (TV) advertising to promote brands based why not? It is because of Bak Foong Pill Tong Ren Tang, Liu Wei Di Huang balls, several major products in the market competition is very fierce. .Tong Ren Tang (the first three quarters of 2007 the main business income of about 20 million) in addition to Liu Wei Di Huang Wan (3.6 million), the company billions of dollars of other varieties of the sales revenue of 1.5 billion yuan. .And similar products such as Tasly CSDP (10 million), the river pharmaceutical Jianweixiaoshi film (8 million), step Naoxintong, Diao Xinxuekang, Shuxuening, and ZJ Mailuoning .films such as retail scale of 5 billion yuan. .Tong Ren Tang brand to continue the development and growth, we must first make it among the main products in the market share occupied enough to prevent encroachment by different competitors. .So it's TV ads have to promote products. .And: Tong Ren Tang brand is not a mere overnight out of TV ads, but on all aspects of the Over time their efforts, in particular, due to its over 188 years experience in medicine Qing imperial worship. .Similarly, the company can have today's brand position, the key does not rely on brand advertising to break out of television, but without knowing the long-term commitment by all aspects. .</ P> <P> hand, we see the Amway Nutrilite brand advertising (it has invited Fu Mingxia, Tian Liang, Liu and other stars to play first-line brand advertising) is the underlying reason: < ./ P> <P> 1. Amway adopted a direct sales model, the "Purchasing Guide" ability to sell a product far stronger than us. .If we all play the Amway brand advertising copy, when the brand may only have loud (and in accordance with the company's current strength may not be achieved far), but sales stalled in the market, the result has become a mere copycat. .</ P> <P> 2. We only see the Amway brand advertising now, but might not seriously study the Nutrilite 60 years of development. .Nutrilite in China's development has also been a 10-year history (bedding), and it is done before the protein powder product advertising (including television advertising and a good long time and gradually the "word of mouth advertising"). .In other words, we see today Amway Nutrilite, although relying on the brand in driving the product, but also experienced by the product "with a big" brand process. .Amway in China's success, first in its quality products have been recognized by Chinese consumers (though the TV ads may be small, but it has taken 10 years ago, the appropriate "word of mouth advertising" campaign mode), then is the whole .brand gradually, bit by bit in popularity. .</ P> <P> view a summary: </ P> <P> 1. Of any successful enterprise, are the first growth products, then grow the brand. .Turn on the TV, we see most of the ads are ads are fighting products (including Harbin Pharmaceutical, Procter & Gamble, and so domestic and foreign large enterprises). .Although we have seen today, GE (General Electric), Shell and other companies around vigorously promote the brand, but that is because their products have been firmly occupied the market (the equivalent of a monopoly.) .</ P> <P> 2. Brand is the face, the product is the point. .Good point good side takes more than effort. .Investment is large enough, then the surface can be related to larger. .If investment is not big enough, you should focus on the point well, just joint promotion on the surface can be. .So as to maximize the effect of that investment. .</ P> <P> 3. Is slow heat branding, product promotion is a fast fire. .Brand is important, but not bombing the ad through the short period of time can play out. .In turn, the brand promotion returns to the enterprise is relatively slow (but far-reaching influence.) .Take Guangzhou, for example, the company's brand is very weak in Guangzhou, the regional managers of course, hope to raise the status of the brand to drive sales, but the company must not be stop-gap measures, the largest resource investment in brand promotion .because, even so, still more than a certain brand but the brand has long been accumulated, but rather should focus on starting with a point break (area, supplemented) (although the original A TV ad is a product-based product promotion, .In fact, the company's entire brand building, or to play a very important role), and then gradually expand the brand to achieve the goal. .This is called what. .</ P> </ p>.