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市场经济高速发展的中国,品牌已经成为顾客购买决策过程中的关键因素。为此,企业家们不惜重金,构建与推广品牌。然而,品牌建设正如大浪淘沙,一些品牌瞬间诞生,迅速消亡,一些品牌则惨淡经营,如履薄冰。树立一个品牌形象就像给公司的产品带上了一个光环时代已经过去。如今,一个品牌要想保持价值长青,唯一可行的方法就是不断推出新的产品,让那些新的产品轮流为自己添加光环。比如,与其说是苹果让人们对iPhone产生兴趣,不如说是iPhone使更多的人对苹果品牌产生了兴趣。实际上,品牌和产品的作用是相辅相成的:品牌形象为产品获取了更多的“信任状”和认知广度,而创新的产品则为品牌形象赋予更多的支撑内涵。今天的品牌,已进入品牌与品类共赢的时代。
The rapid development of market economy in China, the brand has become a key factor in the customer purchasing decision-making process. To this end, entrepreneurs spared no expense, build and promote the brand. However, brand building is just like the ebb and flow of the tide. Some brands were born instantaneously and some of them were experiencing disastrous demise. Setting a brand image is like putting a halo on a company’s product and the time has passed. Today, the only viable way for a brand to stay worthwhile is to continually introduce new products that add new aura to those new products. For example, Apple is not so much to make people interested in the iPhone, as it is iPhone to make more people have an interest in the Apple brand. In fact, the role of the brand and the product are mutually reinforcing: the brand image obtains more “trust ” and breadth of awareness for the product, and the innovative product gives the brand image more supportive connotation. Today’s brand has entered the era of win-win brand and category.