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如何保持品牌的基业长青?学术界对此问题长期关注。本文在最新研究的基础上,提出品牌传承(Brand heritage)是探究“品牌何以长寿”问题的最新洞见。这一概念以那些历史悠久、业绩优秀并坚守自身价值观的卓越品牌为考察对象,总结出品牌传承的五大维度:核心价值观、业绩记录、长寿性、象征符号和历史价值。文章通过对这五个维度的详述,来建立对品牌传承概念的深入理解,并阐述了其理论研究价值所在。继之,文章从实践角度,指出企业可通过“发现和识别”、“激活和提取”以及“保护和培育”这三大步骤来进行品牌传承的管理和运用。最后,从“本土高端品牌的打造”、“新兴品牌的发展战略”以及“老字号品牌的管理”三个方面来深入阐述品牌传承概念对中国品牌的战略启示。
How to keep the brand’s foundation? The academic community has long been concerned about this issue. Based on the latest research, this article proposes that Brand heritage is the latest insight into the issue of why brands should be longevity. The concept is based on those excellent brands that have a long history, outstanding performance and stick to their own values, and summed up the five dimensions of brand inheritance: core values, performance records, longevity, symbolic values and historical values. Through detailed description of these five dimensions, the article builds a deep understanding of the concept of brand inheritance and expounds the value of its theoretical research. Then, from the practical point of view, the article points out that enterprises can manage and use brand inheritance through three steps of “discovery and recognition”, “activation and extraction”, and “protection and cultivation”. Finally, the paper deeply expounds the strategic enlightenment of brand inheritance concept to Chinese brand from three aspects: “build local high-end brand”, “development strategy of emerging brand” and “management of old brand”.