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世界著名的广告及市场传播服务公司——奥美国际集团新任总裁夏兰泽女士1月16日应国家体改委外事咨询服务中心之邀,在北京作了《中国名牌全球化之路》的专题演讲。就中国的名牌战略及奥美与中国企业合作等问题,夏兰泽女士接受了记者的采访。谈到品牌战略,她说,奥美在同行中首创“品牌”的概念,其创始人大卫·奥格威早在50年代就悟出了“建立、培育和发展品牌”的重要性,将品牌定义为“消费者对一产品的体验”,今天奥美将
Ms. Xia Lanze, the new president of Ogilvy & Mather Worldwide, the world-famous advertising and market communication service company, was invited by the National Restructuring Committee Foreign Affairs Advisory Service Center on January 16th to give a special lecture on “China’s Famous Brand Globalization Road” in Beijing. . Ms. Xia Lanze received an interview with reporters on China’s brand strategy and Ogilvy & Mather’s cooperation with Chinese companies. Talking about brand strategy, she said that Ogilvy and Mather pioneered the concept of “brand” in its peers. Its founder, David Ogilvy, realized the importance of “building, nurturing and developing a brand” as early as the 1950s. Defined as “consumer experience with a product”, Ogilvy & Mather will today