现在,传统品牌正受到许多冲击和威胁:创建和维持一个品牌的成本不断提高;与此同时顾客对品牌的忠诚及追随度却在不断下降;零售商通过自有商标和厂家竞争,一些专卖店甚至创造了他们自身的“商店品牌”,试图在某些领域建立自己的地位。一些观察家甚至预测传统品牌即将没落。然而,品牌并不会消失,改变的只是品牌的概念和管理模式。卓越的品牌不是一个标识,而是一套精心设计的业务系统,其范围包括从最初的原材料选择到最终的用户服务。从某种意义上来说,消费者所购买的不是产品,而是一个完整的产品体系。推行有效的品牌管理需要在价值链的各个环节做出 Nowadays, traditional brands are suffering a lot of challenges and threats: the cost of creating and maintaining a brand is constantly rising; at the same time, the loyalty and follow-up of customers are declining; retailers compete with manufacturers through their own trademarks and some specialty stores Even created their own “store brand,” trying to establish their position in some areas. Some observers even predict that the traditional brand is about to decline. However, the brand does not disappear, the only change is the concept of brand and management model. An excellent brand is not a logo, but a well-designed business system that ranges from the initial selection of raw materials to the ultimate customer service. In a sense, consumers are not buying products, but a complete product system. The implementation of effective brand management needs to be made in all aspects of the value chain