經營品牌有如管理水庫

建立一個品牌，如同蓋一座水庫，水庫蓋得好、管理得好，就會產出源源不斷的利潤。品牌有如水庫，展品牌要回歸原點，走回最初設定目標的路，再一路適時調整品牌體質，讓品牌效益維持正常功能。 

業發展品牌的最終目標，無不希望獲利，但是，品牌擁有者常會受到消費者的影響，誤導品牌走向，造成投資浪費、成效不彰、錯誤操作等窘況。 

為避免枉費品牌的投資成本，發展品牌要有獲利價值，就要像推動水庫工程計畫，時時回頭檢視，品牌的催生目的與實際成效。要讓品牌水庫持續運轉、發揮良好功效，首要關鍵在思考水庫的用途，也就是在事業經營策略上，品牌扮演的角色與任務。 

企業推動品牌，有時會過於重視消費者與品牌的關聯，以致忽略品牌存在的根本之道。企業發展品牌不能只求符合消費者觀點，應回到商業面的策略評估，才能在長期投資、持續獲利兩者之間達到平衡點。 

經營品牌，可以用水庫工程的概念。 

水庫工程計畫的目的，不外乎灌溉、發電、防洪。有灌溉功能的水庫，要保持高水位，以供應下游的灌溉用水需求；同樣的，肩負灌溉功能的品牌需提高價值，以滿足品牌訴求對象的消費需求。 

品牌要成為擁有發電產能的水庫，為企業創造新的利潤，就要具備發展副品牌、延伸品牌的能力，搶攻高風險、尚未開發的市場。 

品牌要扮演防洪的水庫，以防堵競爭對手，就須先蓋在對手的上游、佔有水源，執行各種市場區隔化做法。 

消費者看品牌，就像伸手摸索黑盒子；企業做品牌，得打破黑盒子的局限，轉換成持續提供水源的水庫觀點。企業發展品牌，若過度強調消費者對品牌認知的形成，反而會被消費者盲從牽引，做出失焦或錯誤的策略。 

消費者對品牌的印象，像是隨機的「品牌拼圖」，每個人從不同角度，包括服務、產品、行銷、制度面等，產生不盡相同的品牌觀感，往往無法完整勾勒出企業品牌的全貌。 

成功的發展品牌，除了要掌握消費者心理，還要能為企業帶來獲利。企業發展品牌，站在消費者角度思考，讓品牌引發消費者共鳴，將品牌視為一座水庫，反思經營品牌的目的與效用，更能開創企業獲利的利基，延續品牌生命。

Managing a brand is like managing a reservoir

Building a brand is like building a reservoir. If the reservoir is well built and well managed, it will produce endless profits. Brand is like a reservoir. Brand exhibition should return to its origin, go back to the original goal, and adjust the brand constitution in time along the way, so as to maintain the normal function of brand efficiency. -

The ultimate goal of brand development in the industry is to make profits. However, brand owners are often influenced by consumers, misleading the brand direction, resulting in waste of investment, ineffective, wrong operation and other embarrassment. -

In order to avoid the investment cost of wasteful brand and develop brand with profitable value, it is necessary to look back from time to time, like promoting reservoir project plan, to promote the purpose and actual effect of brand. In order to make the brand reservoir run continuously and play a good role, the first key is to think about the use of the reservoir, that is, the role and task of the brand in the business strategy. -

In promoting brand, enterprises sometimes attach too much importance to the relationship between consumers and brand, so as to neglect the fundamental way of brand existence. In order to achieve a balance between long-term investment and sustained profit, enterprises should return to the strategic evaluation of the business side instead of just conforming to the consumer's point of view. -

The concept of reservoir engineering can be used to manage brand. -

The purpose of reservoir project planning is nothing more than irrigation, power generation and flood control. Reservoirs with irrigation function should maintain high water level to supply irrigation water demand downstream. Similarly, brands with irrigation function need to improve their value to meet the consumer demand of the target brand. -

To become a reservoir with power generation capacity and create new profits for enterprises, brand should have the ability to develop sub-brands and extend brands, and to seize high-risk and undeveloped markets. -

In order to prevent rivals from being blocked, brands must first cover the upstream of rivals, occupy water sources and implement various market segmentation practices. -

Consumers look at the brand as if they are trying to find the black box. Enterprises need to break the limitations of the black box and convert it into a reservoir view that provides water continuously. Enterprise development brand, if excessive emphasis on the formation of consumer brand awareness, will be blindly tracted by consumers, make out of focus or wrong strategies. -

Consumers' impressions of brands are like random "brand jigsaw". Everyone produces different brand perceptions from different perspectives, including service, product, marketing, system, etc. They often fail to fully outline the overall picture of the corporate brand. -

Successful brand development, in addition to grasping consumer psychology, but also can bring profits to enterprises. Enterprises should consider brand development from the consumer's point of view, let brand arouse consumer resonance, regard brand as a reservoir, reflect on the purpose and effectiveness of brand management, and create a profit-making niche for enterprises, and continue brand life.