Brand Strategy: Building Brand Network Brand building strategy brand management network is the sixth step, brand network is associated with a particular environment with the elements of brand equity posed by the collection of specific elements of brand equity through proactive management of the transfer to the target brand, so as to achieve enhance / change the original value of the assets or the value of its assets to create new purpose. Brand Network, by the author&#39;s first concept is not the traditional brand management, but a similar formulation is not unique, as David Ike&#39;s &quot;brand point of difference / vitality points&quot; and Kevin Keller&#39;s &quot;secondary association&quot; and the brand is similar to the meaning of the network, but Ike and Keller as one of its occasional skill, so do not go on to further explore the formation of a systematic framework in depth, while they did not see through its important strategic implications, so and not as a brand strategy on the content and process an integral part. Network around the brand by offering a business / brand to create brand value of the settlement program, so the traditional thinking and methods of brand management is one form of subversion, we know what the traditional brand management brand actually refers to the brand, The so-called brand strategy and brand management, but is the product brand strategy and brand management, but both P &amp; G &quot;brand manager&quot; or Ogilvy &amp; Mather&#39;s &quot;brand steward&quot; is the brand of their focus has been, and even the existence of this brand&#39;s basic problems are controversial (such as positioning experts Trout on that company&#39;s brand is a kind of illusion in this non-existent), this is what we call the traditional brand management &quot;brand myopia&quot; because the (no smaller than its harmfulness Levitt&#39;s classic statement, &quot;Marketing Myopia&quot;), this short-sighted gaze at the product&#39;s brand equity in the reserves, but those who do not see the product in the form of brand equity, of course, let alone to explore, association and The potential use of these valuable resources for the brand. Brand network view should be broad with a deeper perspective to the brand management, brand asset allocation as the breadth and diversity of the performance of each brand is essentially a brand network, reception may be the product of a specific visual Brand, the background is a generalization of the potential must be the brand network, and only manage the network as the background of the brand, product brands as front tube is likely to be good, brand management in isolation is no way to really control a good (based on brand recognition and brand experience brand is not the ultimate and only solution), brand network greatly expand the field of brand management, to provide comprehensive blueprint for building strong brands, brand building can also brand networks were inexhaustible, with the incessant power. Network needs to carefully consider the brand a step prior to the impact of brand experience, brand experience gained through the process of brand equity and results of study, can clearly see the brand equity / identify which itself can not exist or is difficult to make up for deficiencies, which To select and build brand provides directional network (the network of targeted investment can help the brand to complete the original brand defects due to their own mission impossible). In fact, despite the brand network and brand experience the different nature, it is still a division of labor, mutually supportive relationship (similar to the ensemble and solo), brand experience, emphasizing the use of their target brand strength to create value, and brand networks are emphasis on the use target brand strength to create value outside of the former from the inside out, which from the outside, the combination of the two can complement each other to improve the brand value of the road map. In addition, brand experience and brand networks in some of the components there are also the obvious inheritance relationship, such as services and service brands, sponsorship and Beijing brand, but this does not mean that simple repetition of the brand to provide credibility to promote efficiency and property rights barriers. In addition to brands other than brand network includes six components: Investors brand, personal brand, technology brand, service brand, brands, and the background of co-brands, brands network management really need to have strategic vision, network and brand to brand treated as one treatment (the network to know the brand value of the assets and sometimes even more than brands themselves, such as &quot;Centrino&quot; notebook users on the attractiveness of more than a &quot;Pentium&quot;), which means the network must also develop brand strategy for the brand , design brand recognition, brand management and Yusuan arrangements, implementation of brand experience of the plan He Huodong, the brand equity of the evaluation of the other brands because of some network assets owned by Zu Zhi Qi Chanquanbingbu all (most notably co-brand) This need for cross-border brand management, brand asset management business outside. Here we detail the methods build brand network: The first is investor brand, that is the product brand, the brand owned by investors, investor level brand equity brand equity, on behalf of investors led by the series to help build brand value and plans. Product brand can be two types of investors to associate the brand: a company&#39;s brand (brand investor brand 100% control), the other is brand shareholders (investors only part of the brand management brand), although the brand is usually the shareholders much more than the company&#39;s brand hidden, but if they can properly operate the same will release considerable potential, such as the Soros as Hainan Airlines brand to shareholders undoubtedly HNA set of &quot;innovation, risk, quality, modern,&quot; very successful brand image Jue Wei. Investors can transfer the brand value of the assets to help get their own brand experience by the lack of association: the first brand to investors for the brand to provide credibility and reliability, often on behalf of the organization on behalf of investors in the business than the product brand is more reputable brand assurance, In explaining the value proposition has become even more convincing, such as Nestle Maggi Pinpai their investment 的 of goodwill has a clear security; second Touzi Zhe Pinpainenggou Wei Ti Gong product brand brand association when brand tends to homogeneity Hua Ye Wu&#39;s when the organization was still vary widely, so you can prefer membership by the organization while helping business brand Huode relevance of the difference Dian such as Apple IPOD Pinpai on their investment incorporates with new and Gexing the Neihan; Zaici Touzi Zhe brand Nenggou to Chanpin brand to provide clarity, business brands and products derived from derivative portfolio of brands often cause confusion, and investors to bring such brands degree of confusion is reduced to a minimum, Ru Virgin Jituanmingque Zhishi its investment in the air, express , entertainment, clothing, beverages and other products brand homology; it plays investor brand familiarity through customers for different products to create synergies and leverage the brand strength, such as Microsoft&#39;s PC operating system to the user familiarity smoothly transferred to portable devices WINDOWSMOBILE up to beat the original operating system market dominant palm; last investor brand across the organization to host the various business units of major events, investor brand programs and activities organized by the overall operation of more than local more economically efficient, such as GE Beijing 2008 Olympic Games sponsorship to all of its business units to share the proceeds and the total cost sharing activities. The second is a personal brand, which is associated with the brand the brand owned by the person, the difference between the brand and investors that the former is a natural person which is a legal person, a personal brand is the interpersonal level of brand equity, on behalf of individuals led by the help of Construction of a series of brand value and plans. Product brand can be three types of individuals to associate the brand: the first one is the leading brand (also known as CEO brand), such as Welch is GE&#39;s leading brands, leading brands have a kind of talent makes the leading brand of temperament, is reliable and a symbol of strength; second is creative brand, brand director, as the film industry (such as Feng Xiaogang), television host of the brand (such as CCTV&#39;s Li Yong), luxury goods industry, designer labels (such as Versace ), and software programmers brands (such as Kingsoft&#39;s demand Bo are) all belong to this category of individuals without such a strong brand, product brand simply can not succeed so easily; third is the spokesman for the brand, as Jordan is AIRMAN spokesman for the brand, in its assistance to NIKE for market dominance, as Pepsi&#39;s &quot;Pepsi Generation&quot; program, if not MICHAELJACKSON other superstars to join Coca-Cola is difficult to slap in the face, is worth noting that not only stars are brand spokesperson can be ordinary people (such as the Marlboro cowboy), spokesmen for the brand may not be true people can be virtual characters (such as the Michelin Man). Personal brand can help the brand value of the assets transferred were lacking in its own Lenovo experience: First of all a personal brand to create a point of difference for the brand and quality of feeling, a personal brand to brand of personal qualities into the formation of brand personality, brand personality is usually very difficult use advertising to penetrate the personal brand has much to accomplish this room, such as Steve Jobs gives Apple &quot;creative, revolutionary, subversive&quot; brand essence, Grove to Intel, &quot;Only the Paranoid Survive&quot;, Sam Walton&#39;s Wal-Mart &quot;for the customer saving every penny&quot;; followed by a personal brand can increase brand visibility, strengthen communication and depth of communication, such as Charles Zhang of the Sohu, Wang Zhidong the on Sina.com, William Ding of the NetEase, then do not know how to attract the media and the public eye, and today Jason Jiang of Focus as the big mouth has occasionally confused our hearing organs deafening. The third is technology brand, which is associated with the product brand branding techniques, technology brand is the technical level of brand equity, on behalf of technology-oriented to help build brand value and plan a series. Product brand can be two types of technology associated with brand building: one is technology brands, such as the Intel Centrino technology not only through brand dominates the computer market, but some time before this technology would also like VIIV brand to dominate the home entertainment market, rivers and lakes; the other is the component / element brand clothing GORETEX and Dupont in the composition of the brand is ringing, and the Cadillac Northstar engine worthy of self-Hyun belongs to component brands. Brand value of the assets can be transferred technology to help brands get their own experience of the lack of association: the first technology brands can create significant brand differences, and makes identical distinctive brand identity became clear, as in the competitive, increasingly homogeneous Computer machine market, IBM&#39;s &quot;Computer Security Management System&quot; to bring the authority of the perceived quality and customer preferences; followed by technology for the brand to strengthen brand relevance, so that with the important market trends and key success factors associate, such as the Audi four-wheel drive and features to enhance the relevance, or even introduce a sub-brand quattro; final technical brands and offers product-energize the brand, the brand developed to a certain extent Henduo Jiuhui Pi customers considered to be &quot;strong despite the strength of the quality of cold out of date and reliable but also boring, &quot;this time if not for these brand new energy to it, can not reverse the aging brand, such as the eve of the launch of Centrino, Pentium had not lead to exciting and lively sexual interest brand experience, and faced with the dilemma of shrinking the value of brand equity is the emergence of Centrino Pentium restore the drive makes the role. Fourth, service brand, which is associated with the product brand branding services, service brand is a service level brand equity, led by the service representatives to help build brand value and plan a series. Brand and two types of services can associate the brand: A brand is a consumer service, such a little talk; the other is dealer service brands such as Ford introduced QualityCare dealer service brand, involving Dealers hardware facilities, personnel and business processes, and other fields to enhance customer satisfaction. Service brand value of the assets can be transferred to help get their product brand associations by lacks experience: First of all, the service brand for the product through customer relations and create a new brand experience brands, such as the M-Zone &quot;young, vibrant, fun, happy&quot; to a considerable extent the characteristics of improved China Mobile before the eyes of the customers that &quot;aging, slow, bureaucratic&quot; bad image; followed by services brand also through interaction with customers and create more personalized brand value, such as Harley Davidson&#39;s &quot;HOG&quot; by a variety of driving activities, and matched with a wide variety of information, clothing, supplies and symbolic development, continuing to strengthen the Harley-kind &quot;man the spirit of rebellion and publicizes the&quot; brand recognition; the final products, especially high-end Brand is more need to improve the quality of service brand recognition and honor status, such as the Hilton Honors VIP program has become the key to identifying the Hilton Hotel and important assets, and Armani is also worthy of its member clubs, &quot;top feast&quot; in the name of the first . The fifth is the background of the brand, which is associated with the brand owned by third party resources, brand, brand is the activity level of the background of brand equity, on behalf of third-party resources to help build the brand led a series of values and plans. Brand and two types of background can associate the brand: A brand is a sponsor, the Olympics and World Cup may be the world&#39;s most powerful sponsorship brand; the other is the certification brand, &quot;Chinese famous brand&quot; may be present, China The most sought after certification brand, while the net as the International Wool Secretariat wool industry certification certification has some perceived value. Background of the brand value of the assets can be transferred to help get their product brand associations by lacks experience: first the background of the brand to provide credit guarantee for the product brand, such as the Association of the 20th century published 80 JDPOWER consumer satisfaction index to help train the Japanese auto brands (in particular, Honda) high-quality image; second background brand to increase awareness for the brand and quality (and this brand new brand or re particularly important), such as South Korea&#39;s Samsung to sponsor the Olympic brand from the previous third-rate leaped to five years into a world-class brand, success of the so-called &quot;Samsung miracle&quot;; last background brands can increase brand new Lenovo is necessary, such as Visa was considered to be an ordinary regional brand, in the climax as the Olympic Games Sponsorship obtained after operators of &quot;globalization, widely accepted&quot; new brand association. Sixth is the co-brand, which brand and the product brand partnership, co-branded cross-organizational level brand equity, on behalf of the brand led by other organizations to help build brand value and plan a series. Product brand can be three types of co-branding associated with: the first type of commercial brands such as American Airlines Citibank Visa, which provides American Airlines frequent flyer points, Citibank to provide commercial customers, Visa will provide the global network; The second type is institutional brands, such as thermal underwear a few years ago the times &quot;in Section warm card&quot; is the Chinese Academy of Sciences (non-profit organizations) and warm cards combined; third type is the geographical brand, geographic area can be part of the joint brand (brand association and provide the necessary cultural background), this is the so-called &quot;country of origin brand,&quot; such as radar Table pains to emphasize its pure Swiss origin, while L&#39;Oreal has solemnly declared that L&#39;OrealParis. Co-branded products can help the brand value of the assets transferred were lacking in its own Lenovo experience: first co-branded to create a new brand assets, such as Sony Ericsson combines Ericsson&#39;s reputation in the communications technology and Sony&#39;s pursuit of innovation and individuality, success to form a new relevance of brand equity; second co-branded low-risk situations can be carried out under the brand extension, such as electric toothbrushes BRAUN (Braun) and ORAL-B (Oral-Po) there are risks of brand extension, but Bo Langou Lok Po, then the risk in terms of the joint brand is almost non-existent, because the combination of co-branded personal care appliances and Braun Oral-Po in the professional dental care on the brand; last joint brand to reduce the cost of brand building, such as Yoplait new joint trix yogurt for children, in the trix spend 15 million U.S. dollars each year on the basis of publicity, the co-brand any costs little expenditure on the establishment of a reputation and identity, but if you do not use the words of the joint use of the brand alone the cost of a new brand will make Yoplait stalled.