翁向东认为,一个完整的品牌战略要围绕以下四条主线做好规划与管理工作:第一,规划以核心价值为中心的品牌识别系统,并以品牌识别系统统帅企业的营销传播活动;第二,优选品牌化战略与品牌架构;第三,进行理性的品牌延伸扩张,充分利用品牌资源获取更大的利润;第四,科学地管理各项品牌资产,累积丰厚的品牌资产。 Weng Xiangdong believes that a complete brand strategy should focus on the following four main lines of planning and management: First, the planning of core value-centered brand recognition system, and brand recognition system commanding corporate marketing communications activities; Second, the preferred Brand strategy and brand structure; Third, rational brand extension and expansion, make full use of brand resources for greater profits; Fourth, the scientific management of the brand equity, the accumulation of generous brand equity.