代写论文:品牌战略

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11/09/2017

代写论文:品牌战略

多芬(Dove)的“真正之美”(real beauty)运动与多芬(Dove)品牌的整体品牌化战略之间的关系,就像奶酪和奶酪之间的美味一样。前者是后者,后者为消费者提供了一个有吸引力的实体。多芬的竞选活动和多芬品牌的完全品牌化战略也是如此。前者可以被认为是一种战略营销过程,它整合了基本的或整体的品牌战略,并以独特的理念推广产品。多芬的“真美”运动通过时事通讯、新闻发布、网站、广告等多种媒体传播给不同阶层的消费者。这些程序确保品牌的信息传达给观众(消费者)(Brebels,De & Van,2014)。整体品牌战略与战略的主要区别在于,前者是为了产品的初级销售,而后者则是针对特定的消费者群体。整个品牌战略包括设计产品的logo,确定产品规格,修改产品价格,并在良好的情况下对产品进行广告宣传。尽管这一过程在纸上看起来很容易,但它涉及到许多来自组织各个圈子的各种各样的努力,以建立一个特定产品的品牌战略。现在,如果真正的美是要关注的,它并不符合整体战略的意义。

代写论文:品牌战略

The relation (or not) between Dove’s campaign for real beauty and the overall branding strategy for Dove brand is the same as that between a delicacy made out of cheese and just cheese. The former imbibes the latter and offers an appealing entity to the consumers. The same goes for the Dove’s campaign and the complete branding strategy of the Dove brand. The former case can be considered as a strategic marketing procedure which integrated the basic or overall branding strategy with a unique idea to promote the product. The campaign for real beauty run by Dove was communicated to different classes of consumers through various media such as newsletters, press releases, websites, advertisements and lots more. These procedures ensured that the message of the brand is conveyed to the audience (consumers) (Brebels, De & Van, 2014). The major difference between the overall branding strategy and the campaign strategy followed by Dove is that the former was intended for primary sales of the product while the latter was targeted towards a specific consumer base. The overall branding strategy comprises of designing the logo of the product, determining the product specifications, modifying the product prices and advertising the product in good light. Though this process seems to be quite easy on paper, it involves a lot of varied efforts from all circles of the organization to frame a branding strategy for a particular product. Now, if the campaign for real beauty is to be concerned, it doesn’t fit the overall strategy in terms of significance 。

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