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提起世界知名品牌,人们会很自然地联想到可口可乐(Coca-Cola)、耐克(Nike)、宝马(BMW)等等,一系列熟悉的名字。它们在世界市场上制造了强大的品牌效应,它们不但赚取了高额的利润,而且赢得了忠实的顾客。它们不仅是简单的名字,而且还展现着公司形象,传播着产品文化。究竟是什么原因使这些品牌拥有十几亿、几十亿、甚至几百亿美元的市场价值,并在国际品牌之战中保持骄人战绩,立于不败之地?一个品牌的成功,实际上是其品牌营销策略的成功。这里,我们可以通过大量实例,研究世界名牌的品牌营销战略,初步探索成功品牌所具有的共同特征。
Mentioning world famous brands, people will naturally think of Coca-Cola, Nike, BMW, etc., a series of familiar names. They have created a strong brand in the world market, they not only earn high profits, but also won loyal customers. They are not only a simple name, but also show the company's image, spread the product culture. What makes these brands have a market value of billions of billions, billions billions, or even billions of dollars, and maintain an impressive record in the international brand war, invincible? A brand's success, the actual On the success of its brand marketing strategy. Here, we can through a large number of examples to study the world famous brand marketing strategy, a preliminary exploration of successful brands have the common characteristics.