Leadership remain unbeaten in eight marketing rules

Become a synonym of industry codes

Leader of the weapons of the strongest competition is becoming synonymous with the area. Cola synonym class carbonated beverage? Coca-Cola; synonymous with fast food? McDonald 's. In China, a synonym of domestic computers? Lenovo; synonym for domestic appliances, synonymous with Haier; jelly? strong; synonym for ham? of course shuanghui.

Become a synonym of industry, is a company's most valuable and most sustained competitiveness strategy, often with second, third and following location brand unmatched huge advantages: consumers in a context of purchase requirements, first thought is synonymous with the branding industry; doing the final purchasing decision, consumers tend to favor industry term for the brand, because it is all consumers well-recognized brand; become synonymous with the branding industry, often consumers are willing to pay far more than competitive brand price, because the brand's products are recognized as the best, high-value is its consistent quality and grade.

Once you have become a synonym of industry, leading brands will have not affected by life cycle constraint tenacious vitality. According to the United States a research institutions on 25 industry leading brand tracking research shows, from 1923 until now, has 22 brands nearly 80 years of treasures not down, on the top of the industry's first location, only 3 brand due to operational deficiencies and lose his leadership. Here, I advise senior managers, have achieved industry-leading companies would not necessarily become a synonym of industry. Although you had temporarily become the industry leader, but you still have to pay any price input 120% of the effort, few years demand leadership brand, one brand in the industry's dominant position, but also in every point of contact with consumers, consolidation and a strong message to your customers.

Own defeat rule

Marketing is the essence of the enterprise and the enterprise between competing interests. Leader to fight a defensive war, and the best defense is to keep out of their own. He defeated himself, is on the weakness of most major test, it requires Enterprise decision makers visionary insight, courage and ambition broken wrist. Because, he beat her, he eliminated his rule in the short term is like a kind of "suicide", particularly from the perspective of short-term profit. Because the new products often have to eat an existing product or even "Taurus" products. Such behavior not only encounter internal conservatives and shareholders can yell of strong resistance, can also lead to a company's sales, profits and market share loss of short-term interests.