BRAND ANALYSIS:
The big trend in business is to move away from being product-led to being brand-led. Product management is dead now and brand management has taken over. Consumers now buy brands that contain great products. All products differ in three ways physical differentiation, brand differentiation and relationship differentiation. Product differentiation is short lived because all innovations are plagiarized and innovators get short time differentiation advantage. Brand management aims for continuous differentiation advantages in products, services and image. But it must be kept in mind that the product should not be ignored. No brand can exist without a decent product or service. However all the best brands are not always the best products, L’Oreal has the largest share in the global beauty market however it is doubtful that they have the best products or not. Products and brands have a halo effect on each other. All brands need a flagship product to contain their identity as competition gets intense. For example Beetle for Volkswagen.
品牌分析：
在企业的大趋势是远离被产品是品牌的LED。产品管理现在已经死了，品牌管理已接管。现在的消费者购买了包含伟大的产品品牌。所有的产品在三种不同品牌的物理分化，分化和分化的关系。产品差异是短暂的，所有的创新都是剽窃和创新者获得短时间差异化优势。品牌管理的目的是在产品上不断分化的优势，服务和形象。但一定要记住，产品不应该被忽视。没有品牌能没有一个像样的产品或服务的存在。然而所有最好的品牌并不一定是最好的产品，欧莱雅拥有最大的份额在全球美容市场，但令人怀疑的是，他们有最好的产品或不。产品和品牌互相有光环效应。所有的品牌需要一个旗舰产品含有他们的身份，竞争越来越激烈。例如，大众甲壳虫。
