Import of cases Levi's The market is ruthless, whether you are a Chinese brand or a world brand, as long as you violate the law of market changes, it will lead to the failure of business operation. Levi is very familiar with cowboy clothing brand, in the mid-80s, as the abandon formal, advocating casual popular, and the western film of the world, levi's company in a year of time stock rose more than 100 times, market value from $2.53 per share rose to 262 yuan a share, created the world famous "levis myth". However, there is no brand of eternal hero in the market. Because Levi's brand did not capture the psychology of its main consumers, namely young people aged 14-19 years old, it still stuck in its own way and takes it behind closed doors, leading to its popularity. In the 1990s, by 1997, Levi was forced to close 29 factories in the US and Europe, cutting 16,000 jobs. In 1998, Levi's sales fell another 13% in 1998. The decline of Levi's brand is largely due to ignoring the psychological changes of young customers, the fashion, and the changes in consumer preferences. Ask about the premise of the class How to master the management and maintenance of the brand? (Objective: To guide students to enter the brand management and maintenance task course with questions, and to grasp the relevant knowledge points and the key points and difficulties of teaching on the whole. Teaching methods: a combination of questioning and explanation) Related: relevant knowledge points] 1. The concept of brand management and maintenance Brand maintenance refers to the general term of a series of activities to maintain brand image, maintain brand market position and brand value in response to the impact of the changes in the external environment. The so-called brand operation and maintenance refers to a series of activities to maintain brand image and maintain brand market status in specific marketing activities. Ask questions in class Please talk about the concept of brand management and maintenance? Live answer, included in the usual results 2. Process of brand operation and maintenance (1) Understand the core of value (2) Brand segmentation (3) Brand extension (4) New brand strategy (5) Determine the brand attributes (6) Brand connotation deliberation (7) Grassland phenomenon (8) Timely crisis and public relations Ask questions in class What is the process of brand management and maintenance? Live answer, included in the usual results 3. Brand management and maintenance strategy (1) Take the market as the center and fully meet consumer needs (2) Practice hard to maintain a high-quality brand image 1. To assess the quality of the products 2. Product design should consider the actual needs of customers 3. Build a unique and high-quality image 4. Grasp the changing trend of consumers' quality requirements 5. Make the product easy to use (3) Strict management, forging strong brands 1. Adhere to comprehensive quality management and quality management for all staff 2. Adhere to cost control and cost management. (4) Implement the "differentiation" strategy and conduct brand repositioning (5) Continuous innovation, forging enterprise vitality (6) Maintain brand independence (7) Use the brand extension strategy, take the initiative to attack, and defend the brand position Ask questions in class What is the strategy of brand management and maintenance? Live answer, included in the usual results 〖 training battalion 〗 [training mission] Brand operation and maintenance training [task object] Help students in practice for brand management and maintenance training. [task definition] (1) The whole class of 48 people, free groups, forming 6 groups. (2) Team members shall conduct brand operation and maintenance training in practice. [mission requirements] (1) The training is hosted by the teacher. (2) The whole class of 48 people, free groups, forming 6 groups. (3) Team members discuss the concept of brand management and maintenance, the process of brand management and maintenance, and the strategy of brand management and maintenance. (4) Arrange one student for each group to record and summarize it. (5) After the activity, each group is required to select a representative to report the discussion experience in class. (7) The preparation time is 10 minutes. | 
