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在竞争激烈的市场中,品牌是产品的灵魂、企业的生命、进入市场的通行证、占领市场的王牌,从某种意义上讲,品牌不但是一个企业生产形象和经济实力的象征,也是一个国家和民族工商业品位高低的标志。我国加入世贸组织,令市场之门向众多企业敞开,国内国际市场接轨,使市场成为品牌产品瓜分的天下。国内不少企业纷纷走上争创品牌之路,把品牌战略作为企业的立业之本和创业方向,但由于诸多原因,部分企业在这方面不很成功,有的甚至步入误区。
In a highly competitive market, the brand is the soul of the product, the life of the company, the pass for entering the market, and the trump card for occupying the market. In a sense, the brand is not only a symbol of the production image and economic strength of a company, but also a country. And the level of national industrial and commercial grades. China’s accession to the WTO has opened the doors of the market to many enterprises, and the domestic and international markets have converged, making the market a part of branded products. Many domestic companies have embarked on the road to striving for a brand. They regard the brand strategy as the foundation and direction of the enterprise. However, due to many reasons, some companies are not very successful in this area, and some even enter into misunderstandings.