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1.品牌是实体生存发展的基石。众所周知,知名品牌的力量是无比惊人的。正如世界知名品牌可口可乐第二代创始人阿瑟·坎德勒所言:“即使我的企业一夜被烧光,只要CoCa-CoLo这个牌子还在,第二天就可以恢复生产。”在2002年全球最有价值的国际品牌前20名中,可口可乐排序第一,品牌价值696.37亿美元,排名第八的麦当劳(McDonald’s)品牌价值263.75亿美元。许多发达国家就是靠这种国际品牌树立起自己的经济形象,获得巨大的经济利益的。它们为了自己的生存和发展,都把品牌的创立作为企业发展的战略性目标,作为企业生存的基石,
1 brand is the cornerstone of the entity’s survival and development. As we all know, the power of well-known brands is amazing. As Arthur Candler, second-generation founder of Coca-Cola, a world-renowned brand, puts it: “Even if my business burns overnight, so long as the CoCa-CoLo brand is still available, it will resume production the next day.” In 2002 Coca-Cola ranks first among the top 20 global top 20 international brands with a value of 69.637 billion U.S. dollars and McDonald’s ranked eighth with a value of 26.375 billion U.S. dollars. Many developed countries rely on this international brand to establish their own economic image and gain huge economic benefits. For their own survival and development, they regard the establishment of the brand as the strategic goal of their business development and serve as the cornerstone of the enterprise’s survival.