改进品牌形象

改进品牌形象改进品牌形象 要成为全国性品牌 你需要让你的品牌经理了解正确地进行品牌定位的重要性 我认为我们的问题是 我们的品牌优势既是个多品类品牌又是没有名气的 困难在于对公众表达我们新洗涤剂的优势 因为他们觉得我们其他的清洁产品只是比较比名牌和零售商自有品牌更廉价 开始的时候 价格是独特的卖点 我们以简装版的形式与对手开展了很好的价格竞争 但现在至少我们的洗涤剂系列是在品质上竞争To bee national brand Youll need to insure that your brand manager understand the importance of proper product positioning. I think the problem is that our brand is both a family brand and a generic Its hard for us to express to the public the strength of our new detergents When they think of our other cleaning products as merely cheaper than the famous brand and the private brands at the beginning Price has been our USP weve done good peting on price with less luxurious variations of our petitors products, but now we want to pete on quality at least when it es to our detergent line第 2 页 共 2 页