“Third-rate companies to sell products, companies selling second-rate Brand , First-class enterprises selling Standard . “
This is the traditional industries in the context of people’s brand awareness. Attention to the economic development of the brand has become an inevitable trend and mature, for enterprises, brands mean consumer objects depend on the products and services, and stronger market Competition Power and price advantage.
Animation Industry is seeking the attention of the eye under the effect of the economy, the significance of how the brand can not be overemphasized, stood brand point of view, the domestic animation industry has the following characteristics: First, animation cartoon industry is the cultural industry, to do is image and brand, corporate and product content of the core values that the brand, the brand for industrial development and competitiveness of enterprises is extremely important, I have dealt with the domestic animation insider core competitiveness of enterprises, he had made excellent animation core competitiveness of enterprises should refer to: the effective implementation of the power under a strong brand; Second, industry is in start-up period, there is no real strong brand, not to mention the brand standards, the content of existing brands is very thin, very fragile vitality; 3, animation corporate brands include the company’s brand, product brand (cartoon animation) and personal brand, the value of point, product (cartoon animation) is the brand most shining pearl chain; four, the brand is viable It requires constant innovation and maintenance.
World famous Advertising Young? & Rubicam’s “brand equity assessment” system (BrandAsset Valuator BAV) is used to measure brand Health , The establishment and management of the brand as a tool, this article Young? & Rubicam’s “brand equity assessment” system (BrandAsset Valuator BAV) look at the issue as a perspective and standards to the image of the blue cat as the consideration of domestic animation objects, all-round analysis and evaluation of the three Chen Blue Cat’s brand value and future development.
3 Chen Blue Cat greatest value for the Chinese animation industry in its industry to promote industrialization, but the brand Operate Is not very successful. Chen gave the company three overall feeling is good but not good at keep trying to conquer the world, the ability to create strong brand over the brand. As the research object, there is a strong reference and practical value. This argument for neutrality, objectivity, fairness, all parties involved want to give to industry and enterprise managers, Investment Side of some inspiration, but also looking forward to “rustic brick” lead to more Fang’s “jade” to.
BAV system brand differences (Differentiation), relevance (Relevance), respect for nature (Esteem), awareness (Know led ge) so as to build brand’s four pillars (as shown), which constitute the difference and relevance brand strength, respect for the degree and recognition constitute brand position. The main difference refers to the brand’s uniqueness and difference, relevance refers to the brand for the suitability of target consumer groups, and respect for the degree that we often talk about brand reputation, and recognition that is well-known?? Consumers level of understanding of the brand.
Chart Brand strength Difference is the competitor set for the Blue Cat brand enhance the value of the ceiling;
Ago without power, someone is chasing behind, brand inertia lead to lack of differentiation potential Leadership Brand losing the first mover advantage
Correlation: younger age and Countryside Has already decided the value of the brand and positioning.
Difference “Difference” is the core and foundation of brand building, there are three main components??? Unique, outstanding features, unique. In the unique, the blue cat is gradually losing its edge; also includes an outstanding brand style appear faded, and this is the high price consumers are willing to buy an important factor in the brand-name products, 3 Chen Blue Cat brand is tended to mediocrity and simple, “fair average quality” of the characteristics of the increase; the brand personality, it is the first kind of “unique” in the original spirit is being reduced and is also not clear enough brand appeal.
Nowadays, the pattern of a buyer’s market has become the face of competition from similar products and services, brand differentiation can be transformed into products, pricing power and margins, the difference of the loss, the target consumer groups in the choice of products , and services, prices will become the dominant factor, one after another in recent years, domestic white goods industry, the Price war Is the difference in the ultimate expression of post-loss position.
Blue Cat brand its founding, the differences are rather unique in terms of end-consumers or products Marketing Pathway, this difference may contribute to brand recognition and the formation transactions, but the three did not grasp the history of Chen given opportunity, every success, further, on the contrary, internal management and other extrinsic factors such as the founder of the exodus In the cause of, Blue Cat’s brand-building at a standstill. Aspects: First, the blue cat image in the formation of a certain brand, that is, a de facto quasi-leading brand, the brand is not effective to maintain and enhance the value, on the contrary, still remain in the original business model on extensive and extensive brand management, but the market structure and the target consumer groups are changing at the same time, the negative news the company down often?? these problems exposed tip of the iceberg, if not handled properly, any brand building efforts will be wasted, This is Da Jiangshan easy to keep the meaning of difficult country; 2, follow up the brand image of the three e Blue Cat brand erosion, as the same from one city, Changsha, Hunan, the brand, it appears, including the blue cat, Rainbow Blue cat rabbit, Charlotte the “three cats,” as Cartoon , A unique image of the winning cartoon image, create a unique and different sexual orientation is stronger than homogeneous, but the other two cats the same city there is a de facto homogenization.
The premise of the legal business, follow and imitate the strategy is an effective means to have success in this regard Case , Rainbow Cat and Blue Rabbit, Charlotte’s “free rider” Strategy The feasibility of certain options, but as a forerunner of the Blue Cat brand, the same cat as the main character to the same low-age children for target audiences, too strong brand image associated with differences and uniqueness of the damage is significant . On the other hand, the “three cats” target Client Groups from children under the age of 8, they brand VI (visual system) and other factors
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