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BUILDALIQUORBRANDIRONLAWOFTHE12THTHEREARETWOCOMMODITIESINTHEWORLDONEISTHEPRODUCT,THEOTHERISABRANDPRODUCTSAREGOODSOTHERCOMPANIESCANIMITATEOTHERWORDS,THEONLYWAYTOWINISTOSELLTHEPRODUCTTOSETTHEPRICELOWERTHANCOMPETITORSINITSESSENCEGETADIFFERENCE,ANDTHISISANIMPORTANTWAYTOGETPASTTHELIQUORBUSINESSINTHELONGTERMMARKETSUCCESS,THEMAINCOMPETITIONINTHEMARKETOFANENTERPRISESHOULDBETHEBRANDTOSELLPRODUCTSRATHERTHANPRODUCTORIENTEDENTERPRISESWILLSOONERORLATERREACHACRITICALPOINTITSPRICEISNOLONGERCOMPETITIVE,THEECONOMYWILLSHRINKIT,TOGETHIGHERGROWTHRATESWILLBECOMEEXTREMELYDIFFICULTHOMOGENIZATIONBRANDLIQUORCOMPANIESMELEEEVERYWHEREHOWMANYPEOPLEARESIMPLYCONSIDEREDANIMPORTANTCRITERIONFORTHESUCCESSOFTHEBRANDPRODUCTSALESOFSUCHLIQUORINDUSTRYSALESREVENUEWILLREACH10BILLIONREGARDEDASANIMPORTANTINDICATOROFASTRONGBRAND,SOTHESPEEDOFLIQUORFATDECADEWINEENTERPRISES10BILLIONTARGETSLOGANAFTERANOTHER,BUTINTHEDIFFICULTMARKETENVIRONMENT,CHANGESINCIRCUMSTANCES,MANY10BILLIONBRANDSALESSTUMBLEENDLESSLYOBVIOUSLY,THEDESERTBUILDING,BYSELLINGBRANDSLIKEACHIEVEMENTS,OFTENTHEFOUNDATIONISNOTSOLIDESTABLISHEDBRANDINTHEMINDSOFCONSUMERSISREALLYSTRONGBRAND,BUTALSODRIVESALESOFMOTIVATIONBRANDFROMTHEBIRTH,GROWTH,LEAP,THEDEMISEOFREBIRTH,THEREISTHEINEVITABLELAWOFITSDEVELOPMENTFOLLOWEDBYLIQUORBRANDSTOBUILDIRONLAWBRANDWASBORNACATEGORYLEADERFORMANYLIQUORBUSINESSISCONCERNED,MOSTPEOPLEBELIEVETHATTHEYSUCCEEDBECAUSETHEYAREBETTERTHANTHECOMPETITION,NOTBECAUSETHEYAREALEADINGBRANDBELONGSCATEGORY,BUTINFACT,UNLESSTHEBRANDISTHEFIRSTCATEGORYBELONGS,OTHERWISE,THEBRANDWILLNOTBEABLETOENTERTHEMINDSOFTARGETCONSUMERSCONSUMERDEMANDFORTHEFIXEDIDEA,SUPPLIESSUCHTHINKINGEXPRESSEDBYBRAND,CATEGORYISASPECIESOFTHEBUSINESSCOMMUNITY,ISHIDDENINTHEKEYFORCEBEHINDTHEBRANDCOMPETITIONMAOTAIANDWULIANGYE,INESSENCE,COMPETITIONMAOTAILIQUORCATEGORYLEADERANDLIQUORCATEGORYLEADERAMONGWHENDEVELOPINGANEWPRODUCT,THEFIRSTTHINGTOCONSIDERISNOTANEWPRODUCTWHATARETHEADVANTAGESCOMPAREDTOCOMPETITORS,BUTRATHERTODETERMINETHECATEGORYINWHICHTHENEWPRODUCTCANBEALEADERLIQUORINDUSTRYUNDERSEVEREMARKETCONDITIONSOFHOMOGENIZATION,THEBRANDSHOULDBETHROUGHLEADERSHIPCATEGORYANDBECOMETHEREPRESENTATIVECATEGORYINOTHERWORDS,THISNEWPRODUCTCANBETHEFIRSTTOENTERWHATCATEGORYBUILDBRANDCATEGORYTHINKINGFROMTHEPERSPECTIVEOFTHEBRANDTOWINATTHESTARTINGLINETHROUGHINNOVATIONCATEGORY,PLACEHOLDERCATEGORY,THEOPPOSITECATEGORY,RELATEDCATEGORIES,CATEGORYREPLACESTHEMINDSOFCONSUMERSAWAYTOSEIZETHERESOURCESMARKETINGISABATTLEFORRECOGNITIONRATHERTHANAPRODUCTOFTHEWAR,THEFIRSTTOENTERTHEMINDOFTHECUSTOMERTOBEBETTERTHANTHEFIRSTTOENTERTHEMARKETCATEGORYDIVIDEDLIQUORINDUSTRYHASBEENFORMEDAREPRICEDIVIDEDCATEGORY,THECATEGORYLEADERINTHEHIGHENDLIQUORMAOTAIBRAND,THELEADINGBRANDINTHECATEGORYOFLOWENDLIQUORISJLFTOFLAVORDIVISIONCATEGORY,THECATEGORYSLEADINGLIQUORBRANDWULIANGYE,THELEADINGBRANDINTHECATEGORYFENLIQUORISFEN,YANGISREPRESENTATIVEOFDIFFERENTIATIONINNOVATIONCATEGORYSTILLCLASSIFIEDCATEGORYINDEGREES,DIVIDEDINTOCATEGORIESTOCONSUMERGROUPSTOPACKAGINGDIVISIONCATEGORYANDSOON2CONTRACTIONFOCUSALLPRODUCTSFORALLTHEYNEED,MANYLIQUORCOMPANIESENTRENCHEDIDEASCOMPANIESLARGEANDTHEDEVELOPMENTOFIDEASNOTONLYINTHELATEBRANDDEVELOPMENT,BRANDFOUNDEDINTHEEARLYARENOTUNCOMMON,THEPERFORMANCEOFTHEWHOLECATEGORYINTOMULTIBRANDDEVELOPMENTEXAMPLE,MANYLIQUORCOMPANIESLIKE3PRODUCTLAUNCHMETHOD,NAMELYNEWLISTINGGENERALLYINCLUDESTHREEPRODUCTS,THEPRICELADDER,PACKAGINGCOLORSEGMENTATIONREASONWHYTHISHAPPENS,INFACT,BECAUSEBOTHOBVIOUSANDPAINFULONETHEFACTTHATNOONEISWILLINGTOOFFERONLYONEPRODUCTORSERVICESOMEPEOPLEONLYEVERGETBRANDRECOGNITION,NOTBLURTHEFOCUSWILLDILUTECONSUMERAWARENESS,THEBRANDWILLEVENTUALLYBEREPLACEDBYAFOCUSEDBRANDDELUSIONALMEETALLCONSUMERDEMANDWILLEVENTUALLYBEMORETHANAHUNTERCHASERABBITSSITUATION,SOMETIMESSITBACKANDWAITWINSINTHEPURSUITOFMULTIPLERABBITSMANYPRODUCTS,THEENDRESULTISTHEFORMATIONOFMULTIBRANDEXTENSIONTHATISNOTSTRONGBRANDSHRUBBERY,BRANDSSHOULDGROWINTOTALLTREESCATEGORYPOSITIONINGONCEIDENTIFIED,ITISNECESSARYTOSHRINKTHEFRONTGATHEREDFOCUSONCORPORATEANDTRADEOFFSOFEACHPARTOFTHEBRANDANDFOCUSRESOURCESLESSISMORE,YOUCANCREATEABRANDEXCLUSIVEFOCUSONCONSUMERAWARENESSPROPERTY,OCCUPYINGASYNONYMINTHEMINDSOFCONSUMERS,ANDTHUSSEPARATESCOMPETITORSINTHECURRENTMARKETENVIRONMENTLIQUORBRANDEXTENSION,COMPANIESCANSHRINKFOCUSBUILDANEXPERTONBEHALFOFTHEBRANDINORDERTOOCCUPYTHEPOSITIONCATEGORYONACLEARFOCUSTOAPRODUCTONLY,INORDERTOCLEARLYESTABLISHTHECOGNITIVECATEGORYINTHEMINDSOFCONSUMERSSHRINKFOCUSNOTONLYONTHEINITIALCREATIONOFTHEBRANDSBUSINESS,EVENINBRANDDEVELOPMENTTOIHAVETOFOLLOWACERTAINEXTENT,THISIRONLAW3SIMPLENAMECOCACOLAENTERINGTHECHINESEWERETRANSLATEDINTO“BITETHEWAXTADPOLETADPOLE”,WHICHISOBVIOUSLYNOTAGOODBRANDNAME,THECOMPANYADVERTISEDAREWARDOF350PUBLICLYSOLICITCHINESETRANSLATION,APROFESSORATSHANGHAIBRITAINSTRANSLATIONOF“COCACOLA”AUSPICIOUSHAPPINESS,TASTY,REFRESHINGBENZEMERCEDESOUTSETWETRANSLATEAS“BENSI,”HONGKONGPEOPLECALLED“MERCEDESBENZ”HARDTOIMAGINEAPERSONWOULDCHOOSETOBUYACARBENSI,ESPECIALLYCHINAGOODNAMEISNOTONLYCONVENIENTBUTALSOHAVESPREADINGOODMEANING,ABRANDNAMEFORTHEIMPORTANTROLEOFSELFEVIDENTNAMEBRANDCONSUMERRECEIVESTHEFIRSTINFORMATIO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