论文部分内容阅读
就像人的形象会经常变化一样,品牌形象也会因为品牌行为的改变而变化。品牌行为的每一次变更和调整,都将会改变消费者对品牌的看法。 品牌形象更新是根据消费者对品牌的反映而对品牌进行的阶段性调整,良好的品牌形象与适时的品牌更新是保持品牌活力的原因之一。 在我国,品牌各领风骚两三年的情况屡见不鲜,更迭现象严重。从理论上来说,品牌是没有生命周期的,品牌可以通过产品的更新换代而实现永生。但为什么我国众多的品牌都像流星般短暂呢?
Just as people’s image will change constantly, brand image will change because of changes in brand behavior. Every change and adjustment in brand behavior will change consumer perception of the brand. The brand image update is a phase adjustment of the brand according to the consumer’s reflection on the brand. Good brand image and timely brand renewal are one of the reasons for maintaining brand vitality. In China, it is not uncommon for brands to take the lead in two or three years. The change is serious. In theory, the brand has no life cycle, and the brand can achieve eternal life through the upgrading of products. But why are many of our brands short-lived like meteors?