如同一个老掉牙的故事所言,一位可口可乐的经理说,即便可口可乐的全部厂房在一夜间被毁,它也能在一夜间站立起来。靠的是什么?品牌。中国公司已经越来越认识到了品牌的价值,欲借助行业高端欧美品牌挺进欧美市场。最近发生的收购案中,品牌都在收购的范围内。而在这种跨国联姻中,中国本土企业如何驾驭行业高端品牌是一个无法回避的难题。认识“品牌”中国企业大多对有形资产捻熟于心, As an old story tells, a Coca-Cola manager said that even if Coca-Cola’s entire factory was destroyed overnight, it could stand up overnight. What is the brand? Chinese companies have increasingly recognized the value of the brand and want to use the high-end European and American brands in the industry to enter the European and American markets. In recent acquisitions, the brands are in the acquisition. In this kind of cross-border marriage, how local Chinese companies manage high-end brands in the industry is an unavoidable problem. Understanding “Brand” Chinese companies are mostly familiar with tangible assets.