Shishi Clothing Enterprise Roundtable Conference

Less than p days ago, "stone lion" a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprise brand strategic positioning and international practice "round table held at Green Island International Hotel.

Senior international consultant, Gian consulting Mario, a senior consultant of the European Consulting Alliance of Italy's famous fashion strategy advisory body, Ambo group, is here to guide and standardize the internationalization of Shishi's garment industry.

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< p > this "round table conference" is sponsored by Shi Shi a target= "_blank" href= "http://www.91se91.com/" > textile < /a > clothing trade association. Its theme is "clothing brand strategic planning and internationalization practice".

In order to help enterprises better develop deep thinking and learn from the innovative way of international advanced enterprises, Gian Mario Borney can help enterprises find the best solution for them through case contrast.

Gian Mario Borney said: "if we describe the development history of Italy a target=" _blank "href=" http://www.91se91.com/ "> dress > /a > industry, the most significant trend is diversification and promote the extension of enterprise brand.

Enterprise brand extension is not blindly listing new brand, but to supplement and support the original brand. After proper brand positioning, choose the right time to carry out brand extension.

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At present, many companies are keen on brand extension, but at the same time, we should pay attention to the positive effects and potential risks of brand extension. P

Gian Mario Borney points out that brand extension can bring some positive effects to enterprises: for example, they can attract original brand loyal customers, so that extended products can enter the market quickly; it is conducive to the expansion of enterprise scale and the dispersion of business risks, enhancing the brand image, meeting the diverse needs of customers, promoting the extension of brands, and protecting the brand.

At the same time, brand extension can also bring some negative effects to enterprises: damaging the original brand image, weakening brand, contrary to consumer psychology, attracting retailers resistance, seesaw effect and so on.

Therefore, the enterprise should pay attention to the premise condition when using the brand extension strategy, and choose the appropriate strategy and opportunity.

The right brand extension is often related to diversification strategy, and must be extended in the areas that we are familiar with.

Clothing brand extension should follow the "focus" rule, and avoid too wide extension, so that nothing can be represented.

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< p > Gian Mario Borney emphasizes that the garment industry of Shishi should make great progress and need to focus on the brand.

Brand building is a complex systematic project. Enterprises must first create brand names (including the establishment of brand names), then carry out brand promotion (including brand positioning and brand extension), so as to get brand benefits, and get the benefits of < a href= "http:// www.91se91.com/news/index_s.asp" > brand < /a > into brand building again. This is a virtuous cycle of brand building.

Only in this way can the international value of the brand be reflected.

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