品牌盛行时代,各种论坛、会议上到处可以听到“宁卖没有产品的品牌,不卖没有品牌的产品”的呼声。然而,在产品力十分弱化的情况下就开始塑造品牌力,避而不谈产品力本身,脱离产品来做品牌,追求形而上的品牌概念,会导致很多品牌空洞化,传达给消费者的实质利益也很浅显、有限,甚至 Popular brand era, all kinds of forums, conferences can be heard everywhere, “Ning did not sell the product brand, do not sell the product without a brand” voice. However, in the case of very weakened product, the brand power begins to be shaped, avoiding the power of the product itself, leaving the product to be the brand and pursuing the concept of the metaphysical brand, which leads to the hollowing out of many brands and the substantial benefits to the consumers Is also very simple, limited, or even