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本文尝试从品牌的物质属性和运动属性两方面,对品牌相关理论进行梳理。品牌核心价值、品牌文化、品牌资产等理论,反映了品牌的精神属性;品牌推广、品牌扩张、品牌危机等则是品牌运动属性的反映。这样,我们就可以把品牌体系的主要概念,划分为品牌基础理论与品牌衍生理论,有助于理清现有品牌理论体系杂乱无章的逻辑关系。
This article attempts to sort out the brand-related theories from the two aspects of the material attributes and sports attributes of the brand. Brand core value, brand culture, brand equity and other theories, reflecting the spiritual attributes of the brand; brand promotion, brand expansion, brand crisis is the reflection of the brand sports attributes. In this way, we can divide the main concepts of the brand system into brand-based theory and brand-derived theory, and help to clarify the disorderly logical relationship of the existing brand theory system.