Experts Talk About Win Win Principle Between Clothing Brand And Media

Ai Feng, deputy editor in chief of the former economic daily and the China Brand Strategy Promotion Committee, thinks that the quality of the products can be built inside the enterprise, but the brand can never be built inside the enterprise. It must be created in the market and in the society.

How to create it in society?

If we want to disseminate, only by spreading out can enterprises create brand and produce benefits.

Therefore, communication is the way to create brand.

There are three main channels of communication: advertising, news and public relations.

These three main channels are inseparable from the media.

On this basis, it seems that.

The relationship between brand and media should be very close.

Zhou Quan, President of clothing times, believes that in recent years, China's clothing brands are emerging one after another, and the connotation and operation methods of the brands are constantly improving. But the cooperation between the clothing brand and the media can not be smooth. The deep interest structure between the clothing brand and the media has not really been built up, and some brands' understanding of the role of the media is still very unclear.

For this reason, the clothing times organized the summit on the theme of "brand, media and value" during the "2005 China clothing and Accessories Fair".

As a media person, he believes that whether it is a comprehensive media or a professional media, in the face of some special requests made by some enterprises in making brand and advertising, if the principles and integrity issues are involved, the media must insist on not giving in, so that they can get the respect and recognition of enterprises and get more long-term interests.

From this perspective, the mutual choice and cooperation between them may also be critical.

"China Textile" publisher Wei Lin believes that the first is justice and fairness, the second is services, including advertising services, information services and so on.

He said that our clothing brand is really strong in competition. It needs the media to dare to say "no", dare to face and criticize the bad phenomena in the industry, dare to point out the deficiencies in the operation of the brand, and form a good public opinion environment for brand growth.

Ai Feng has also summed up some misunderstandings about the media for the enterprise: one of the misunderstandings is overemphasizing advertising and neglecting news channels; two, some enterprises have paid attention to news channels, but in practice, the value of the business is equivalent to the value of the news, and the difference between news value and business value is not known, so the news channel can not be used well.

The three is to regard the economic genre and news genre as the advertising subject; four, it is not good at catching the news opportunity; five, it is not good at organizing news conferences, and fails to provide sufficient interview conditions and materials for the journalists; six, it does not know news and competition; therefore, it does not take into account the competition among the media in the key publicity and reporting, and affects the target effect of communication; seven, it attaches importance to the sales network and does not attach importance to the establishment of the public opinion network; eight, it attaches importance to the cultivation of other talents, but does not attach importance to the cultivation of the public relations talents in the enterprise.