The path of sale of brand of family expenses medical devices (7) 7, family expenses medical devices how

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The path of sale of brand of family expenses medical devices (7) 7, how does family expenses medical devices have brand government

Wang Chunfeng

Management of brand of family expenses medical devices includes 6 fields: Brand valued operation, the brand transmits management, the brand organizes management, brand asset manages, the brand uses management and brand effect evaluation.

One, brand valued operation

Brand of medical devices of every family expenses has his intrinsic core value, include exact effect, good reputation, reliable geology is measured, convenience service, reasonable price. The brand manages one of jobs, maintain hard namely and increase brand core value ceaselessly, do not make produce deviate, reduce, lag behind and go out of form. Brand management involves the hold toing of concept of battalion of already of look forward to, of quality system build, the research of clinical mechanism, those who serve a system is perfect, the maintenance of market reputation, the brand locates strategy and method are waited a moment, be arduous and systematic project.

2, the brand transmits management

The brand is communicated integrated and as harmonious as transmission need, TV, broadcasting station, network, newspaper, magazine, give continuously, outdoors, cent is numerous, oral instruction, the spot each have what each suit most to suffer numerous. Of brand management job, want clever choice and combination namely, will effective resource produces the biggest effect.

3, the brand organizes management

Brand management needs to be carried out through strong organization. No matter be committee of setting brand management, still create brand manager or brand inspector general, constituent form needs to suit with brand strategy. Complete market survey by special organization, make a plan, economic budget, location design, conformity travels, asset management, the effect is evaluated etc, be close friends for certain than undertaking the brand builds the effect ramblingly at will.

4, brand asset management

Appearance of emissary of name, brand, catchword, figure, spokesman, product and the design that pack the brand capital fund that everything involves intellectual property, and the carrier that communication transmission uses and capital, answer to deserve is safeguarded seriously and be used effectively. The enterprise should be good at protecting his intellectual property and commercial interest, take strict precautions against imitate borrowed the behavior such as theft, put an end to those who destroy bespatter defile brand all sorts of words and deeds.

5, brand application management

Had a brand, be good at using even. Want to hold to brand core value above all, do not want excessive and outspread optional change. What should safeguard a brand hard is famous degree, beautiful praise degree, acknowledge spends He Zhongcheng, do not abuse the client accredit to the brand and esteem especially. Do not change brand administrative levels to locate at will, eager for quick success and instant benefit covet sales volume. Should get used to brand lifecycle different level, adopt corresponding market strategy. Prevent brand sale to be immersed in all sorts of errors.

6, brand effect evaluation

Brand management is in again the effect. Not business accounting investment yields than, do not examine brand 4 degrees, take no account of a brand to contain Troy, undertake the brand is thrown blindly, ground of one‘s own wishful thinking thinks to want high investment to have tall get one‘s own back only, go after high-tech blindly, high quality, big star, old ad. Effect evaluation is not last hammer calm sound, carry out from beginning to end however at brand sale among each link. Evaluate constantly, evaluation of at every turn.