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品牌资产无疑是企业最宝贵的资产,它对企业经营的作用不可估量。品牌的个性是品牌管理的最高层次。营销的精髓就是在消费者心目中建立品牌形象,而破坏一个品牌形象最简单的办法就是把所有的东西都打上这个名称。很多企业在建立品牌初期异军突起,很快就能建立起自己的品牌知名度,但随着企业的成长,就会扩大经营范围,拓展产品阵容,恨不得把所有的产品都打上自己的品牌,结果却连最原始的品牌资产都会遗失。品牌延伸不是不可行,只是延伸之前需要练好内功:构建强大的品牌资产支撑,调查分析消费者对品牌的看法,并且延伸和活化已有品牌性格,而不能模糊原来的品牌形象概念。
Brand equity is undoubtedly the most valuable asset of an enterprise, and its role in business management is immeasurable. Brand personality is the highest level of brand management. The essence of marketing is to establish a brand image in the minds of consumers, and the easiest way to spoil a brand image is to put everything in the name. Many enterprises in the early years of brand building a sudden emergence, and soon be able to establish their own brand awareness, but as the company's growth, it will expand the scope of business and expand product lineup, wait for all the products are marked with their own brand, the result is even The most primitive brand assets will be lost. Brand extension is not impracticable, just need to improve internal strength before the extension: to build a strong brand equity support, investigate and analyze consumer perceptions of the brand, and extend and activate the existing brand personality, rather than the original concept of brand image blur.