A Brand Without A Carrier Is Worthless.

The brand marketing theory that spreads everywhere, the brand value that can be heard everywhere is trance. Brand Kingdom For example, big and small enterprises take the building of brand as their first duty, for fear that they will be left behind in the process of brand development. I feel mixed with joy. The popularity of brand concept will bring Chinese enterprises transformation from manufacturing to creation, from low value-added to high value-added. The only worry is brand theory, which makes many managers crazy about brand dreams.

　　隨著品牌營銷咨詢服務機構越來越多，市場供需關系將會像實體經濟一樣失調，最終導致的是服務機構為了一錘子買賣給所有不知是否適合的企業強力灌輸品牌理論，給本無好質量的產品加上噱頭，以疵當好，給本無創新的企業披上新裝，濫竽充數，最終將會形成社會對品牌認知的偏差，就像現在很多中小企業老板對廣告的偏頗認知一樣，以為今天發布廣告，明天顧客就會排隊購買，把廣告看成能替代營銷的所有流程，導致大量廣告投入在無規劃的執行中浪費掉，老板們最終得到的結論是：廣告不行，真的是廣告真的不行了么?假如有一天消費者也產生：品牌不行的觀念，恐怕再偉大的理論也很難在品牌上奏效了，因此沒有企業深厚的內功作載體，品牌化只能是曇花一現，過眼云煙， enterprise To build a brand is right, but we should divide the main and minor points, find the root and find the carrier of brand growth.

In 2005, "Sanlu" brand was named one of the 500 most valuable brands in China by the world brand laboratory. In 2007, it was awarded the most competitive brand by the Ministry of Commerce. The "Sanlu" trademark has been identified as "China's well-known trademark". The value of Sanlu brand has reached 14 billion 907 million yuan after being evaluated by China brand equity appraisal center. However, the melamine incident in 2008 led to a total shutdown of Sanlu Group in September 12, 2008, and the final bankruptcy was acquired by three yuan. A proud national dairy brand came from a raging place to a sudden moment. The reason is that its brand has lost its quality carrier and eventually lost the trust of consumers. Through Sanlu, we can see that even if the brand of a large enterprise is large, once the carrier is built up, the brand will die.

Large enterprises, SMEs are even more so, we do not deny that the brand is conducive to a good product premium, do not deny that the brand can enable enterprises to increase the right to speak and add value, but we should also clearly remember that the growth of grass needs fertile soil, brand growth also needs fertile soil, but this soil has become the strength of the company's internal training, and has become a product of good quality and good innovation.

　　每年央視的3.15晚會，都讓筆者清醒的看到，沒有好的品質作載體，品牌只是空架子，2013年央視315晚會曝光了蘋果售后服務涉嫌歧視、大眾汽車雙離合器變速器存隱患、江淮同悅車身用劣質鋼材易生銹、周大生黃金摻假、網易默認第三方掛代碼竊取用戶郵箱信息、高德地圖竊取用戶信息等問題，筆者相信，假如沒有品質的堅守，蘋果也會走下神壇，假如沒有載體的穩固，大眾也會變為沒受眾，國家質檢總局2012年9月，針對陶瓷片密封水嘴產品進行抽查后曾將結果公布：在抽查的上海、江蘇、浙江等7省(市)150家企業生產的150種陶瓷片密封水嘴產品中，32種產品部分項目不合格，我相信在這32件產品的背后，一定有企業和服務機構費盡心血塑造品牌的不懈努力，但當產品被發現不合格時，之前所準備的一切都將與消費者的心智擦肩而過了。

The brand needs carriers, and the two words of the brand have already shown that before the brand is printed, the product is licensed, and the quality is long. The big business is strong enough to fight against it. It dare to learn to cut corners and deceive the audience. If the small business is flexible and less monitored, it will be bold enough to cover up the bad news.

This is true for the state, and for the country. It is more important for the country to stick to the quality standard, to keep pace with the quality, to speed up the acceleration, to slow down in the slowdown, to build a national brand that makes China even proud of the world. This is the dream of our generation. But there is only one way to really achieve it, that is, genuine goods, value for money, a destination for the brand, a brand fulcrum to pry the earth, so that we can pry open the market, and this destination and fulcrum must be a real quality. Therefore, I believe that the brand thinking of seeking truth and pragmatism is the right way. channel To create a series of value-added behavior, so that products and cards can be safely and steadily together, so that enterprises can become stronger and stronger.