What is strategy? Strategy is the overall long-term view of the plan, grasp the problem. Brand strategy management includes a lot of content, but in China, the brand extension, brand growth, brand authorization, the three most prone to serious problems. A. How many Chinese men and women have been tempted by "Goldlion - the world of men" when it came to Goldlion? For several years, Goldlion grew up in mainland China to become a first-rate menswear brand and a symbol of successful people and the preferred product of many men. But brilliant moment of gold brother is now safe? Almost disappeared. For example, in Shanghai, the major well-known department stores and store agencies, there is no pier of Hong Kong's eldest brother can be found. What is the success of its glory, why it is so down, failed? ! B, Valentino Once upon a time, talking about the "V" logo of the famous Italian luxury brand Valentino, we can not help but awe, raised a noble heart and aristocratic feeling. I remember in the mid-90s, Valentino in the Chinese market, almost occupy the top apparel market position. But Gentleman Hua Gean now? Contrary to the brotherhood of Golden Brothers Golden Brothers, China Brother can now be said to bloom everywhere in China. The V-shaped product stores are open all over the country and I myself have been in Hong Kong and Shanghai many times. Buy many Chinese products. But what is this product? Suit 400 yuan a set of shirts 50-100 yuan a! In China, as a man, in the cities and even in some villages, I am afraid that everyone has one or two Chinese products. The aristocrats of that year have now become brothers working class workers. In China, there are many tragedies of similar brand tragedy, especially in many new and old industries, such as home appliances and healthcare products. Tragedies are staged every day and will continue to be staged vigorously. The tragedy happened repeatedly, not "destined" force majeure, but because of these enterprises lack of strategic management of the brand. First, the extension of the brand extension examples of numerous mistakes. Hengyuanxiang famous brand is one of them. Hengyuanxiang from the rise of wool in the late 1990s, well-known for a time, but it is still used as a typical celebration of success. However, many of our brand management experts, the unlimited extension of the product line has "Hengyuanxiang wool," the "100% concentration of alcohol," irrevocably diluted in numerous Hengyuanxiang series "sea of ​​water," today is short The glory is the birthplace of dim darkness tomorrow. When many unrelated products or products with too little relevance, all affixed Hengyuanxiang this trademark, imagine consumers will not recognize you as before and look for you? Hengyuanxiang you still can not keep your original not so much brand features and professional appeal? ! Blind or excessive extension, can really get a huge scale and temporary profits, but tomorrow? Tomorrow may be "hurt Chung Yong" - young genius into ordinary people yesterday, yellow, no longer has a magical charm. Many enterprises regardless of their own products, brand personality and characteristics, blindly pursue the rapid growth and overall economic scale, greedy faster, lack of brand long-term strategic planning, is bound to turn a blind eye, eventually losing the woods. Second, the brand growth Goldlion's failure is the biggest negative case of brand growth. Had the heyday of joking rivers and lakes big brother Goldlion now become a nameless Sun Mountain, unknown to the little brother? The root cause is that success has come too fast and too big. Enterprises have lost their vigilance in grasping the development of the situation, have shown serious "polio" and have lost their sensitivity to the changes in the Chinese men's market. When the motherland's land has flourished in 1978 or 2008, the standard of living and spending power of urban people have been greatly raised and the people's consumption philosophy and habits have undergone "upward movement" changes. However, the Goldlibs themselves have been standing still , Is still the price, that quality, that image. As a result of the unfortunate brand event: Jinlilai has gradually opened up the gap with the needs of its target consumer groups, business is getting worse, and finally one day, consumers "empathy," Goldlion had to "romance", wake up time has been Was once passionate "lover" who abandoned. Recently read some information about P & G in the United States and found many things that are really valuable. Do not say anything else, just the awareness and efforts of its market research, many domestic companies can not catch up. There is no comprehensive insight and grasp of consumer demand, but also talk about what to do "long-term husband and wife," long-term business? However, consumers and the market is not static, the brand needs to grow, need to make appropriate changes according to market changes, a word, alas, that is, must "advance with the times!" Consumers, the market into or you do not enter enough, you can only be abandoned by the times. Look at the two music (delicious, Pepsi) brand strategy, how they make an ancient product and brand forever young, everlasting! Third, brand licensing Brand licensing for the Chinese market to enter the foreign brand is a big problem. Joint ventures, improper brand licensing or mismanagement have caused tremendous damage to many European and American brands entering China. The above Valentino is typical. American brand BOSS, POLO, also have different levels of similar problems. The problem mainly lies in three aspects. First, too many brand licensing too abusive, but at least the Chinese company really got the brand authorization, paid a price; just quality, service and image is not satisfactory, the brand has hurt, but not fatal. Second, the joint venture brand, the larger the joint venture brand is essentially the wrong brand extension, the original positioning of the high-end or ultra-high-end brand (for the Chinese market) rigidly reduced to middle-grade or even middle and low brands, plus joint venture Brand management is not rigorous, which inevitably belittles the value of the original brand, weakening the original high-end brand positioning is not conducive to the brand genuine brand in the Chinese market. This is also for the short-term commercial interests and cheap long-term sale of the brand. Third, the joint venture company or others fake brand. Such injuries are fatal. Such as Valentino, just in Shanghai, I saw "Warren Nuvu" and other counterfeit stores, BOSS is the case, the first look at the trademark is BOSS, and then look carefully before we found there are other letters BOSS, I asked the salesperson, said "BOSS, we are joint ventures." Brand licensing is necessary and correct for many brands, but there is a risk control and licensing issue with brand licensing. All these problems are handled properly, will become a self-destructing Great Wall brand of chronic suicidal behavior. The proper handling of brand licensing and other brand management issues, brand companies have a clear and clear brand management strategy. Only by establishing the brand management strategy that takes into consideration the short-term and long-term interests, enterprises can avoid randomness and short-sightedness while conducting brand management. They consistently, rigorously and pragmatically cultivate, maintain and accumulate brand equity, and ultimately create business and customer Maximum brand value and benefits.