Keywords: exploration of the history brand marketing, brand marketing and brand management
Marketing like surfing in the sea, creating consumer customers in the ocean waves and trend.
100 years, excellent marketing ideas have been exploring wave formation, the pursuit of how to become a master of surfing.
In the past hundred years, is marketing from birth, growth to the development of a century, is the marketing management innovation and wealth of hundred years. In the marketing area of almost every ten years produces innovative ideas, innovation, marketing innovation is the driving force in the field of marketing and knowledge source. At the turn of the century, looking back over 100 years of marketing journey-pick marketing knowledge spark, you gain the marketing innovation, will allow us in the 21st century will be more innovative ideas and energy.
1923: the beginning of the marketing research — — a rational marketing road
Western marketing one of the fundamental and significant characteristic is: focus on rational analysis, empirical data to. This feature from the early days of their birth have been revealed.
Since 1923, A United States person C · Nelson · start creating professional market survey companies, market research, marketing information system of work becomes the marketing activities of indivisible organism.
1930s Fred · E · Clark and C · E · Clark "market information collection and interpretation of the" unprecedented formally integrated into the marketing concept. They pointed out that market information "on the facts or near the collection and interpretation of the facts, or on the fact that estimates and projections, such as what products to buy, what the seller wants to sell, purchase, would like to purchase something, their willingness to pay or to accept what is the price. Market research activities have emerged at this time.
But two significant events contributed to the development of the market research industry. The first is the extensive use of broadcast media, promoting Nielsen adopts his statistics calculated to watch TV and TV advertising and the total number of viewers. As Nelson in the 1930s, depending on age, sex, family status to access objects across different analysis, consumer issues answered differences appear. Simple regression analysis to market research. Second, the war makes social scientists into many front-line research, pre-war also seem less mature research tools and methods are introduced and adapted to the soldiers and their family's consumption behavior. Such as experimental design, public opinion polls.
The 40 's initial, qualitative research (Forum) forms of research methods in marketing research, followed by the application. The Forum become the product concepts, advertising concepts, product testing, product packaging and testing is an indispensable tool. In the late 1940s, random sampling design concept has been widely recognized, the sampling technique to make significant breakthroughs in opinion polls. A small number of psychologists introduces products consumer testing technology.
1931: brand manager system-management innovation
Procter and Gamble has created a unique management formed, after nearly 70 years still be favored, organization structure on marketing to see clearly.
In 1931, Michael Roy throws up Procter & gamble brand manager system and internal brand competition mechanism. This groundbreaking management makes the traditional functions of management form in the packaging of consumer goods industries by great challenges.
In the product number of packaging consumer products company and even industry company, the product manager's management style is widely used. Traditionally functions forms of marketing the various functional departments are competing for the budget, and is not responsible for the marketing of products. Product Manager start with a "Manager" in the form of a product's overall market performance. So, you want to do a brand/product marketing, he must learn to communicate with other departments in your company, seek functional cooperation. Due to the contact surface of the broader, worked as brand manager, they will be able to rise to the Marketing Department Manager and is fully responsible for the company's marketing activities. After the war, one of the brand in the consumer mind p occupies an important space, this form with the brand management.
Subsequently, the world's major consumer goods or industry companies are more or less with the introduction of the brand/product management models, such as the Johnson Corporation, Kao Corporation, DuPont, Unilever, etc. This illustrates the power of brand management model.
Of course, brand manager system management is not a panacea. Because the brand manager is in constant coordination, he is responsible for the brand, but has no right to command the other sectors, must rely on the assistance of the relevant departments. Therefore, he is seemingly "General" but is a grass-roots management position. Similarly, because the brand manager has a duration of work, he transferred to leave for another brand, the original brand market performance may be affected. If the company brand too many, too many brand managers, product managers of different brands for budget and contradictions. Many companies brand manager system management forms being threatened.
Recent development is the brand manager system variants, such as a category manager system (Product Manager), assign a person responsible for a large class of marketing the product; or put some small products into other product manager. Even some companies also have the same distribution channels and marketing resource products taken over by a product manager. Since retailers more use of the "package of procurement" means, in order to adapt to the changes in the environment, consumer goods company in the category manager and is no longer a brand manager.
Brand management is through the course of nearly 80 years, the company should select an integrated or coordinated management forms.
1950: marketing management — separation from economics matrix
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