品牌现象,自古有之。然而品牌作为一项管理工具,却是现代工商社会和市场经济发展演进的产物。随着品牌在营销和竞争中日益居于核心的地位,企业谋划品牌战略的热情也空前高涨。尽管有关品牌战略的研究著述已汗牛充栋,各种实践案 Brand phenomenon, since ancient times. However, as a management tool, brand is the product of the development of modern business community and market economy. As brands continue to occupy a central place in marketing and competition, the enthusiasm of companies in branding strategies is also unprecedented. Although the research on brand strategy has filled a lot of books, all kinds of practical cases