超越宝洁品牌思想（BeyondProcter.doc

超越宝洁品牌思想(Beyond Procter & Gamble brand thinking)The brand idea is Procter & Gamble Company dedicated to the world，s most outstanding marketing treasure, Procter & Gamb1e brand thought influenced the global revolution of enterprise management, so the study of Procter & Gamble brand wisdom has an indelible contribution to the domestic enterprises to establish a strong brand・ The core and core of P & G's brand thinking is the broad and profound thinking of brand positioning・ P & G's position of brand positioning in the consumer，s perspective is the direction of China's daily chemical enterprises for a long time to come・ Through in-depth analysis and research, Procter & Gamble，s brand positioning thinking focused on the following four aspects・1, the functional positioning and emotional positioning of the complete unityWe found in Procter & Gamble nearly 100 brand positioning, P & G brand positioning has formed a functional positioning and emotional positioning of the complete unity. P & G's advertising communication is always very direct description of the function, and some of the description of the function is simply relatively simple・ But this does not affect the Procter & Gamb 1 e Company in the bra nd strategy of great harvest, because P & G in promotional activities, attaches great importance to the use of public relations and other means to spread the brand tonality. Procter & Gamble rejoice brand as an example, the market is China rejoice the first to launch a combo of shampoo brand appeal, early advertisements make full use of various means in advertising that this difference rejoice brand. But with the competitors to imitate, aware of the need for a simple function for positioning the deepening, "rejoice is so confident" the establishment of a new brand barriers. When competitors follow suit, Procter & Gamb1e cleverly re - copy the text formatting,But P & G will never give up on their own brand positioning emotional appeal, but more subtle to "Rejoice confidence" concept contained in the advertising campaign to tone, makes more difficult for competitors to imitate, because from the form to rejoice in pursuit of spirit pursuit, competitors to imitate, tracking will become more difficult・ In fact, P & G's strategy in its shampoo brand has been widely implemented, the domestic chemical enterprises in the direction of positioning more obscure, more difficult to close to Procter & gamb1e・ Seemingly Procter & Gamb1e brand advertising is a simple functional appeal, but through its atmosphere, tonality, trends, and image of the brand barriers formed, so that domestic chemical enterprises at a loss・2, the market segments and organic integration of brand segmentationThe market segment is undoubtedly the greatest marketing point of view in twentieth Century. The market segmentation has fundamentally changed the point of view of enterprise marketing, focusing on the lack of consumer research, and has revolutionized the establishment of a modern marketing theory framework・ However, there are few classical theories about subdivision brand based on market segmentation theory. P & G's brand segmentation practice seems to be a valuable contribution to the theoretical community・Procter & Gamble brand segmentation, first of all, is based on Procter & Gamble has a strong brand management capabilities・ The brand is the product of Procter & Gamble, the organic combination of consumer cognition and deep R & D strength based on the result, Procter & Gamb1e always try to build the independent brand in every market segment and each function subdivision. In fact, P & G has built up a systematic, comprehensive brand empire with its own management and resource advantages・Brand personality of brand segmentation and brand commonness・ The first is the product brand personality, segmentation, but the product at the same time the brand culture and value, communication, because of this, the brand must pay attention to the principle of universality in emphasizing personalized means at the same time・ Brand positioning reflects the great wisdom of Procter & Gamb 1 e brand, not only focus on the unique brand personality, also attaches great importance to brand universals, make market segment, brand complete effective unification in the dissemination.3, brand positioning, cross, coincidence and separationThe same as a category of products, brand positioning, the pursuit of absolute differentiation is impossible, and achieve functional differences in category objectives is a more realistic choice. Now, we see the Procter & Gamble shampoo brand has appeared in the functional positioning of multiple cross case, but this does not affect the Procter & Gamble in the field of shampoo multi bra nd huge harvest ・ In function, we see today rejoice bra nd and has anti ddn druff products, but this does not hinder consumers of Head and Shoulders products unique cognitive function of anti dandruff. We believe that Procter & Gamble，s b。