On "backgammon" Some Thoughts On Brand Building - Backgammon, Brand Building - Hc Network

Main points: A "backgammon" is the main reason for the high brand awareness: "Backgammon"

related products in the television media, strong advertising, but not for "Backgammon" brand promotion or for doing " backgammon, "branding the measures taken are not enough.

Second, the lack of brand core content, covering too complex product design support for lack of a unified brand concept is "Backgammon" brand development problem.

3, the core meaning of the established brand, and three professional companies for a unified branding strategy plan should be "Backgammon" the desirability of long-term development strategy for the brand.

A "backgammon" is how to become a "famous brand"?

"Backgammon" definitely is the "famous brand", this view should be no doubt. But here, I want to investigate is: "Backgammon" is how to become a "famous brand"?

"Backgammon" related products in the field of the powerful propaganda of television advertising created a "backgammon" in the name of the high frequency reference and communication, which means that many consumers know, "Backgammon" DVD, "Backgammon" cordless phones, "Backgammon" repeater, etc., but in HC International's field survey, when asked consumers "your" backgammon "is the brand feel?" when Almost all of the consumers do not know where to start, or simply say "the brand more complex" ... .... to the group. I believe that when consumers have a brand that reflects a very bad thing.

The author believes that, "Backgammon" brand of high-profile created by the "spread product", not "brand communications."

Second, the lack of brand core content, covering too complex product design support for lack of a unified brand concept is "Backgammon" brand development problem.

Here I only on the "BBK" had already been seen in the media and "Backgammon" Web site to analyze the information on the comment.

1, "Backgammon" cordless phone ad - the ad creative has become a classic - and certainly a great contribution to the "BBK" Cordless phone sales. But a closer analysis of the effects of advertising images and characters feature, you can see, one wearing glasses, hippie smile, a bit like a clown's youth with a "backgammon" cordless phone to say, "Hey, Mary ah ... ...", I The feeling is largely reduced, "Backgammon" brand of grades and grade, extreme to say that despite the advertising creative is very good, also very good reflection of the cordless phone's special features, but if change for Haier Samsung, they are certainly not by the ad creative, innovative and performance because this means they do not meet the overall brand positioning.

2, invited Jet Li, Schwarzenegger made "Backgammon" repeat players and DVD product image on their behalf ("BBK" Web site that is "only use international famous movie stars Jet Li, Anuoshiwa Singh as a Brand Ambassador, "I believe that only" products instead of brand endorsement endorsement ") - I wonder if these two ads in the lead," Backgammon "related product sales have a significant role - but to employ this the characteristics of the two spokesmen of view, I think that does not conform to "Backgammon" brand should have the brand connotation - Jet Li, Arnold Schwarzenegger are all kung fu star, they attract consumers to the characteristics of a "powerful, justice "as heroes, but this feature and" Backgammon "by the demands of the brand to the core meaning is difficult to achieve resonance - so do these two products employing voice my opinion, is the relatively shallow level in the use of two a star's reputation but the whole endorsements and "Backgammon" branding almost no effect.

3, recently put in CCTV's "Backgammon" VCD player ad - it is a good product advertising creative advertising - "I'm in music in the" language of advertising is very easy to read, ad beautiful image of the characteristics of the role of pure line with VCD player features the main target audience - but this ad for the "BBK" the significance of branding can not find good correlation point.

4, 5 consecutive years of sponsorship of the National Volleyball League - This should be the "BBK" the main means of branding - the Chinese Women Volleyball in particular the rise and "Backgammon" brand "continues to , continuous improvement and constantly improve "(" BBK "brand should have a core brand meaning) of the brand spirit is fit - but consumers are not only from the high ratings Volleyball League saw" Backgammon " billboards, but do not see the "BBK" the use of sponsorship rights, good for brand promotion and event-related marketing - Therefore, the "BBK" should be carried out against the use of sponsorship interest, "Backgammon" brand marketing and promotion.

by: gaga

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