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.

　　随着品牌营销咨询服务机构越来越多，市场供需关系将会像实体经济一样失调，最终导致的是服务机构为了一锤子买卖给所有不知是否适合的企业强力灌输品牌理论，给本无好质量的产品加上噱头，以疵当好，给本无创新的企业披上新装，滥竽充数，最终将会形成社会对品牌认知的偏差，就像现在很多中小企业老板对广告的偏颇认知一样，以为今天发布广告，明天顾客就会排队购买，把广告看成能替代营销的所有流程，导致大量广告投入在无规划的执行中浪费掉，老板们最终得到的结论是：广告不行，真的是广告真的不行了么?假如有一天消费者也产生：品牌不行的观念，恐怕再伟大的理论也很难在品牌上奏效了，因此没有企业深厚的内功作载体，品牌化只能是昙花一现，过眼云烟， 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.

　　每年央视的3.15晚会，都让笔者清醒的看到，没有好的品质作载体，品牌只是空架子，2013年央视315晚会曝光了苹果售后服务涉嫌歧视、大众汽车双离合器变速器存隐患、江淮同悦车身用劣质钢材易生锈、周大生黄金掺假、网易默认第三方挂代码窃取用户邮箱信息、高德地图窃取用户信息等问题，笔者相信，假如没有品质的坚守，苹果也会走下神坛，假如没有载体的稳固，大众也会变为没受众，国家质检总局2012年9月，针对陶瓷片密封水嘴产品进行抽查后曾将结果公布：在抽查的上海、江苏、浙江等7省(市)150家企业生产的150种陶瓷片密封水嘴产品中，32种产品部分项目不合格，我相信在这32件产品的背后，一定有企业和服务机构费尽心血塑造品牌的不懈努力，但当产品被发现不合格时，之前所准备的一切都将与消费者的心智擦肩而过了。

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.