新官上任三把火,常常会涉及品牌、伤及品牌,很可能把原来的品牌资产烧得一干二净。如果品牌管理没有制度,那么品牌常常因为企业领导人的更换而改变。结果就是,企业的决策者一换人,品牌核心价值也必定随之更换,之前建立起来的品牌认知、品牌个性也就面目全非了,品牌资产也渐渐流失。 The new official took office three fire, often involving the brand, hurt the brand, it is likely to burn the original brand equity completely. If there is no system of brand management, then the brand is often changed by the replacement of business leaders. The result is that, as soon as a decision-maker of an enterprise has been replaced, the core value of the brand will inevitably be replaced. Before the establishment of a brand awareness, the brand’s personality will be completely overplayed, and brand equity will also be gradually lost.