品牌英文参考文献原文及译文 第5页
Steven, gold, the United States experienced business planning experts) that : products are produced by factories things, Brand is consumers buy things. Competitors products can be copied, brand and is unique. Product is anachronistic, but successful brand able to lasting popularity.
2.、Brand on the three theories
Following introduction of the three brands of theories, from marketing, value management, the perspective elaborated.
Philip Kotler his book "Marketing Management : Analysis, Planning and Control "and become the marketing world-class theoretical authority, he developed the brand decision-making theory. Kotler will brand as a process, in which the brand : in the process, Enterprise decision makers face is a series of brand decisions. Kotler said : brand products is a need to pay more costs, can add value to their products in the decision-making process.
Kotler brand of decision-making analysis of the use of brand names of the top five advantages :
① With brand name, sales can more easily handle orders and found the problem;
② brand name and trademark of unique products provide legal protection, it is not easy for competitors imitation;
③ attract faithful, and to the company's customers;
④ who have to sell segments of the market;
④ who have to sell segments of the market;
The world-renowned management consulting firm McKinsey that enterprises establish the brand in this investment must be very cautious; 原文请找腾讯752018766辣,文;论~文.网
http://www.751com.cn management at the time the attention of three principles :
①create brands is a careful process, including the proper time for appropriate investment;
②how investment should be made, such as when the investment, which depends in part on industry conditions;
③whatever industry, brand building has to have a strong marketing force.
For us, McKinsey view the most valuable, to the evolutionary perspective, progressive development perspective to understand the development of brand development process.
McKinsey and the other two views are very important, that is a broad divisions alone can not establish a brand and the brand is no net is not a brand.
McKinsey & Company that the brand value should adhere to two principles :
①on the market make their products come to the fore;
② to literally that the consumers with advertisements, as described in the line customers in the development of a brand closely, is a purely consumer experience through the establishment of the link, This more closely linked, will be able to more powerful brands.
3、the paper right understanding of the concept of the Brand
Previous research based on the theory of this paper that : Brand is not only trademark, advertising it, in terms of customers, It reflects the product's value, with the products, services and the enterprises themselves - persistent, credible commitment to the value, It also marked the commitment to the source. Brand name and reputation. As is the function of trademarks can be found and identified consumers out, the value of the brand promise must also clearly reflected in the company's business practices, and the ultimate goal embodied in their products and services. Furthermore, this paper from the narrow side and the generalized two brands from expounded the meaning. From the terms of the types of brands, and the narrow brands include brand products and services brands, broad brand also include Brand, not just products. In other words, brands should include : enterprise products, product trademarks and corporate culture. It should be said, the consumer brand recognition, including material and spirit of the two aspects : they agree that the product on January 1 business services; corporate culture; Secondly, from the brand development process, That was brand new, almost without exception, and the specific products and product characteristics linked. However, with a mature brand, brand moving away from product-specific, more abstract illustration of the meaning of the concept and enterprises, strength, and cultural linked. Thus, the above three brands of theory, Kotler is the "branding as a business decision-making process," McKinsey "brand is to create value," Ogilvy & Mather or "brand definition," all products from the brand point of view, is based on a narrow brand research. 上一页 [1] [2] [3] [4] [5] [6] [7] 下一页
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