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也同样会经历创立、发展、成熟，乃至衰落的不同阶段。针对不同的阶段，企业应该如何针对性地制定策略，<br /> 让品牌充分利用好品类的发展红利，赢得市场竞争？其中又有哪些误区应该避免？<br /> <strong>1</strong><strong>、</strong><strong>品</strong><strong>牌商标</strong><strong>开创期</strong><br /> 一个新品牌商标在被开创之后，通常会有一个快速做大的阶段。此时，品牌不要急于宣传自己开创者、<br /> 领导者的身份，不要担心把蛋糕做大就是在给竞争对手提供机会。<br /> 相反，<strong>品牌要持续为新</strong><strong>品牌商标</strong><strong>的核心特性发声，为</strong><strong>新</strong><strong>品牌商标</strong><strong>的崛起而努力。</strong><br /> 王老吉在将凉茶品牌推向市场后，很长一段时间内，都在强调“怕上火，喝王老吉”，<br /> 而不是“中国凉茶品牌的领导者”。这就是在宣传凉茶品牌的核心特性，让消费者记住“喝凉茶就能预防上火”。<br /> 虽然这也为竞品提供了成长机会，但却不影响王老吉的快速壮大。<br /> 但如果王老吉在消费者还没有接受这个新品类时，就宣称自己是品类的领导者，<br /> 那市场表现可能就不会有这么理想。<br /> 因为消费者还不清楚这个品牌是什么，对自己有什么用，没有产生对这个产品的购买兴趣，<br /> 此时品牌使用“开创者、领导者”的表述，很难对消费者的购买行为产生影响。<br /> 所以，<strong>在整个品</strong><strong>牌</strong><strong>快速发展的初期，更多</strong><strong>竞争品牌</strong><strong>涌入不是坏事。因为大家可以一起来教育市场，<br /> 一起让消费者更快地接受这个新品</strong><strong>牌</strong><strong>。<br /> <br /> <img alt="双乾品牌保护中心" src="/uploads/allimg/231022/1-231022145424X4.png" style="width: 600px; height: 375px;" /><br /> <br /> 2、品</strong><strong>牌商标</strong><strong>成熟期</strong><br /> 当品牌商标已经发展成熟，增量市场变为存量市场，品牌已经成为此类产品事实上的领导者时，<br /> 品牌是不是就不用再强调品牌的核心特性？很多<a href="https://www.shuangqian.net">知识产权</a>机构都会建议，为了不给竞争对手引流，<br /> 企业应该转而强调自己独特的品牌形象和品牌调性。<br /> 这其实是一个非常错误的决定，因为这意味着<strong>品牌主动放弃了对新</strong><strong>产品</strong><strong>的控制。</strong><br /> 虽然看上去避免为竞争对手打广告，但是<strong>一旦放弃代言品</strong><strong>牌</strong><strong>，不再引领品</strong><strong>牌</strong><strong>的成长，<br /> 那品牌很快就会丧失对</strong><strong>此类产品</strong><strong>的主导权。</strong><br /> <br /> 简一最早的广告语是“高档装修不用大理石，就用简一大理石瓷砖”，听起来很啰嗦，但却很有效，<br /> 是在教育更多的消费者接受大理石瓷砖这个全新品类。<br /> 但后来简一把广告语改为“高档装修用简一”，这从品牌形象论的角度来看没有任何问题，<br /> 但站在新定位理论，简一的做法则有待商榷。<br /> <strong>3、</strong><strong>品</strong><strong>牌</strong><strong>衰退期</strong><br /> 当一个品牌面临衰退，品牌出现老化时，企业到底要不要去拯救这个品牌？<br /> <strong>品牌是依托于</strong><strong>产品</strong><strong>而存在的，</strong><strong>产品</strong><strong>的衰退就意味着品牌的消亡。</strong><br /> 当一个产品迈向衰退期，那与之绑定的品牌不可避免地会受到冲击。例如，当胶卷衰退时，<br /> 那胶卷的领导者“柯达”的命运就是退出市场。<br /> 但是，品牌的消亡并不代表企业就要跟着衰落。相反，<strong>企业可以抓住</strong><strong>新产品</strong><strong>进化的趋势，<br /> 及时启用第二品牌、第三品牌，去开创并主导更多新的</strong><strong>产品</strong><strong>。</strong><br /> 举例而言，提到喜之郎，大家都知道代表的是果冻。当果冻这个品类衰退时，企业要全力以赴拯救喜之郎，<br /> 让大家重新爱上吃果冻吗？还是用喜之郎做品牌延伸，顺势推出喜之郎奶茶、喜之郎海苔？<br /> <br /> <img alt="双乾品牌注册中心" src="/uploads/allimg/231022/1-231022145Ib44.png" style="width: 600px; height: 238px;" /></span><br /> <br /> <p align="justify" class="p" style="margin: 0pt 12pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; line-height: 16.8pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:16px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">这其实都不利于喜之郎品牌的发展。喜之郎虽然代表着果冻，做得非常成功，<br /> 但这不等于要把企业所有精力和资源都投入到这一个品牌上。</span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt; font-size: 16px; text-indent: 0pt;">相反，当果冻品类增长势能不足时，<br /> 喜之郎集团顺势推出了美好时光海苔和优乐美奶茶，这两个品牌同样做的非常成功，<br /> 帮助企业实现了更大的业绩增长。</span><span style="font-size: 16px; text-indent: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt;">这是两个全新的品牌，不受其他品牌的影响，<br /> 可以和各自的</span><span style="font-size: 16px; text-indent: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt;">产品</span><span style="font-size: 16px; text-indent: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt;">形成一对一的捆绑和锁定，相对就容易做成爆款。<br /> 同样，当奶茶品类又出现衰退时，也不应该将优乐美这个品牌转移到其他品类上。</span><br /> <span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt; font-size: 16px; text-indent: 0pt;">很多企业在这点上始终打不开这个心结，觉得弃用了这个品牌之后，之前投入的所有资源都浪费了。</span><br /> <span style="font-size: 16px; text-indent: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt;">实际上，用老品牌去主导新</span><span style="font-size: 16px; text-indent: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt;">产品</span><span style="font-size: 16px; text-indent: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt;">就相当于要先抹除老品牌在消费者心智中的原有痕迹，<br /> 然后再重新建立新的认知，这反而要付出很大成本。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.75pt; font-size: 16px; text-indent: 0pt;">但是启用一个新品牌，就相对比较轻松，<br /> 没有那么重的历史包袱，后续<a href="https://www.shuangqian.net">品牌商标</a>策略上的选择也会更加灵活，这才是企业真正明智的选择。</span></p> <span style="font-size:16px;"> <br /> </span><br /> !-- E product-detail-simple --></div> </div> </div> </div> </section>  {dede:include filename="left.htm"/} </div> </section> <section 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