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“家族品牌战略”的提法并不始于我,而是当年方正电脑市场部的张桔洲率先提出的,这里有一个真实的故事。 1996年,我从太阳神出来,为企业提供广告和市场营销方面的服务,其中有个客户就是今天大名鼎鼎的方正电脑。在谈及品牌战略时,我认为世界上只有两种品牌战略模式,一种是多品牌战略,另一种是单一品牌战略。张桔洲不同意,他认为IT行业有自己独特的品牌战略,那就是家族品牌战略。几年之后,我不得不承认,IT行业确实有自己独特的品牌战略。结合一些成功的案例,可以从品牌结构上进行一些理性分析。
“Family Brand Strategy ” reference does not start with me, but then Founder Computer Marketing Zhang Tan Chau first proposed here is a real story. In 1996, I came out of the sun god, to provide advertising and marketing services, including a customer is today's famous Founder PC. When talking about brand strategy, I think there are only two kinds of brand strategy modes in the world, one is multi-brand strategy and the other is single-brand strategy. Zhang did not agree, he believes that the IT industry has its own unique brand strategy, that is, the family brand strategy. A few years later, I have to admit that the IT industry does have its own unique brand strategy. Combined with some successful cases, we can make some rational analyzes from the brand structure.