A few days ago, a long-established pharmaceutical company found Bai Qing and wanted to strengthen brand communication. The direct reason is that for decades, the company has been lacking a clear marketing strategy and no systematic marketing plan. Many branches have been set up to operate independently and the market performance is not good. On the one hand, resources are scattered, and it is difficult to form a joint force; on the other hand, because of the lack of marketing strategy and aggressive market offensive, marketing has become a maintenance and management has become a food-based. This kind of operation, in the current fierce market competition, the natural performance is not good. We will not discuss the reasons for this phenomenon for the time being, and discuss brand and marketing issues. According to Ogilvy, the brand is the sum of all relationships between business and consumers. Brands also have a material basis, that is, the reputation of the company and the reputation accumulated by the products; this relationship is difficult to obtain in a short period of time and requires time to accumulate. Therefore, some long-established pharmaceutical companies, such as Xinyi and Minsheng, and some later large pharmaceutical companies such as the 1980s naturally have unique conditions. On the other hand, since the brand is a collection of relationships, the relationship must be constantly maintained; in addition, in the relationship between the enterprise and the consumer, although the impression gained by the communication is included, the more direct relationship is still the product consumption experience. Therefore, Bai Qing always believes that there is no brand without sales, and in order to have better sales, it is necessary to constantly consolidate its own brand and need to communicate with consumers. Sales and communication relationships complement each other, and brands can always be young. Therefore, Bai Qing insisted: I spread, so I am. This view is more necessary to comply with the current situation of excess products and excess information. Otherwise, forgetful consumers can easily remove the company's impressions and product information from limited resources and limited memory space. The faster the social rhythm changes, the faster this update will be. Therefore, in just a few years, the Yangtze River has risen rapidly. In just ten years, Hengrui has become a leading company in chemical medicine. At the same time, many of those companies with long history have a lot of sales, but because of the lag of marketing, the brand resources are gradually overdrawn, and the brand is aging, resulting in a decline in sales. Enterprises must be aware of the need for crisis. Many leaders of pharmaceutical companies mentioned the company, history, culture, and resources are the heads. Without confidence, nature is not enough, but this pride is almost meaningless to consumers. Enterprises have more advantages, do not say, meaningless; can't say no, no sense; if the method is not correct, it is a waste of resources. To make matters worse, satisfying the mindset will lead to self-restraint. Once the marketing trend is not sharply followed, the company will gradually decline. In just ten years, the rivers and lakes of the pharmaceutical industry have been subverted. If you don’t advance, you will retreat. It’s really the same. Enterprises to be brands, then how to make a brand? Bai Qing believes that it is meaningless to abandon the brand communication of products. Therefore, effective brand communication should be based on product marketing – because products are the direct path to relationships with consumers. Once we have made this clear, we need to combine the marketing strategy of the company to set a direct, effective and fit brand strategy and continue to spread. For the above A companies, we put forward suggestions: accurate brand positioning, clarify the brand image, tap key products, make full use of the existing brand awareness, strengthen the promotion of key products, activate the corporate brand, and enhance the overall sales. Bai Qing also proposed the propaganda focus and method for A company, and what kind of propaganda at what stage, so that the responsible person of the company is quite rewarding - it seems that the brand still needs marketing to practice Kung Fu.