“就实际意义而言,名称就象刀尖一样。它拨开人的心扉,让讯息穿进穿出。名称若是正确,产品就会填入心房,永留该处。”([美]艾·里斯)但如果名称不正确,或品牌名称使用不当,它将给企业带来什么样的后果?这是一个尚未完全被现代企业所“破译”的斯芬克斯之谜。 回顾一下德国大众汽车公司的发展历程,对我们的分析将会有极大的帮助。 坎坎坷坷“大众”路 1930年,为生产希特勒所设想的一种小型、坚实的汽车,德国大众汽车公司应运而生。 40年代初,大众汽车开始进入美国市场,但一 “In practical terms, the name is just like the tip of a knife. It dials the heart of the person and lets the message pass through. If the name is correct, the product will fill in the heart and stay forever.” Rees) But if the name is not correct, or if the brand name is used improperly, what consequences will it bring to the company? This is a mystery of Sphinx that has not been completely “deciphered” by modern enterprises. Recalling the development process of Volkswagen AG in Germany will greatly help our analysis. The Kankan “VW” Road In 1930, Volkswagen AG came into being to produce a small, solid car that Hitler envisioned. In the early 1940s, Volkswagen began to enter the U.S. market, but