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The path of sale of brand of family expenses medical devices (10) 10, asset of brand of family expenses medical devices and rational application
Wang Chunfeng
The brand builds the long-term investment that passes accumulate over a long period, formed valuable brand asset. Brand asset is formed by all sorts of corporeal states of matter, and the image of aeriform public relations that reflects from this and fame of inside and outside of course of study. Corporeal states of matter includes standard of conduct of system of brand, vision identifying, employee catchword of habit, advertisement, conduct propaganda book, catchphrase, brand shop experiences inn decorates activity of each style, coverall, outer packing, organization etc. Brand asset should get elaborate care and maintenance, charge investment wants careful calculation and strict budgeting, distinguish importance primary and secondary. To public relations figure and fame of inside and outside, should resemble care more the eye is same, from each detail the attention is made.
The rational application of the brand includes 3 fields: Brand excessive price, brand is outspread with brand credence. Had a brand, can increase additional share with fixing a price for the product. Want to the client can be accepted and bear only, this excessive price is reasonable. The attention does not want too unusual too avaricious. The brand is outspread should stand fast core value is not changed do not shake, avoid by all means is corrupt beg excessive more, speed must slow. Brand itself is a kind of acceptance, a kind of credence, can use advance or overdraw client and social reliance. But absolutely cannot ill will overdraws advance, do not want overspend, use often, use at will. Cannot abuse the reliance of client and society to the brand and confidence, the know the inside story that should respect client and society counterpoises and share power.
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