提升市场份额的不二法宝是提升渗透率。而要提升渗透率,品牌必须大力投资三大关键资产:品牌记忆、产品组合和店内资产。品牌记忆。这并不是说要影响消费者如何看待某一品牌,而是要让消费者在购物时第一时间想到该品牌。产品组合。产品线过于丰富会导致广告效果不佳、消费者对品牌定位混淆不清或产生其他认知障碍,从而导致渗透率下降。因此,需要精简并合理化产品组合。店内资产。消费者通常会在店内购物的几秒钟之内做出对不同品牌的最终选择,因此,掌控店内消费体验对俘获消费者的心和推动品牌增长至关重要。下面,将向你介绍三个成功的品牌 The only magic weapon to increase market share is to increase the penetration rate. To improve penetration, brands must invest heavily in three key assets: brand memories, product portfolios and in-store assets. Brand memory. This does not mean that consumers want to affect a brand, but to make consumers the first time in the shopping think of the brand. Product portfolio. A product line that is too rich can lead to ineffective ads, confusion in brand positioning or other cognitive impairments, leading to lower penetration rates. Therefore, there is a need to streamline and rationalize the product mix. Store assets. Consumers often make the ultimate choice for different brands within a few seconds of in-store shopping, so controlling the in-store consumer experience is crucial to capturing the consumer’s mind and driving brand growth. Below, we will introduce you to three successful brands