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什么是品牌的核心价值? 在咨询业内,尤其是在品牌建设与管理咨询圈中,有一种共识:当今中国企业品牌空心化的危机,根本原因在于缺乏长远的品牌战略,而品牌的核心价值又是品牌战略的灵魂。 正基于此,国内不少知名企业居安思危,从早期的深圳润讯、三九与海尔、海信、科龙,再到近期的中粮、普天,纷纷引入外脑,导入了品牌战略规划,提炼品牌的核心价值,意图打造具有竞争力的强势品牌。
What is the core value of the brand? In the consulting industry, especially in the brand building and management consulting circles, there is a consensus: the root cause of the crisis of the hollowing out of Chinese corporate brands today lies in the lack of a long-term brand strategy, and the brand's core values Is the soul of brand strategy. It is based on this, many well-known domestic enterprises vigilant in peace time, from the early Shenzhen Run News, March 9 and Haier, Hisense, Kelon, and to the recent COFCO, Putian, have introduced the external brain, the introduction of the brand strategic planning, refined brand Core values, with the intention of creating a competitive and strong brand.