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品牌是企业的无形资产,是企业核心竞争力的组成部分。品牌管理包括品牌定位、品牌规划、品牌实施和效果评估等。品牌定位的目的是寻求品牌在目标消费群心目中的位置,创建品牌相对于竞争对手的差异性,从而形成独一无二的竞争优势;品牌规划与品牌实施则是使品牌定位的理念和思想具体化,并通过立体化的传播和沟通手段使企业关于品牌的理想及文化内涵为目标客户所感知和认同。品牌管理就是要创建、培育以及提升品牌资产的价值。
Brand is the intangible assets of an enterprise and is an integral part of the core competitiveness of an enterprise. Brand management includes brand positioning, brand planning, brand implementation and effectiveness evaluation. The purpose of brand positioning is to seek the position of the brand in the target consumer group and to create the difference between the brand and the competitor so as to form a unique competitive advantage. The implementation of brand planning and brandization embodies the concept and idea of brand positioning, And through three-dimensional means of communication and communication so that enterprises on the brand’s ideals and cultural connotation of the target customers perceived and recognized. Brand management is to create, nurture and enhance the value of brand equity.