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品牌建设依赖一套科学的操作体系,中国品牌已经逐步解决了品牌树立、品牌推广与品牌维护的问题。然而,迄今为止,中国缺乏第三方的权威行业机构对品牌作最准确的判定。衡量一个品牌的强弱,究竟应采用怎样的标准还没有定论,因此品牌评估出现了种种扭曲的商业行为。 2004年,在“世界品牌实验室”评选的《世界最具影响力的100个品牌》中, 海尔名列95位,成为第一次进入世界100个品牌的中国本土品牌。一时之间,举国欢腾。然而“世界品牌实验室”话音未落,质疑之声四起。今天,品牌排行榜似乎成了品牌评估的代名词,自娱自乐也取代了品牌评估的客观公正。如果中国的品牌评估从出生之日起就是个坏孩子,那么现在,让我们改掉他的坏毛病。首先,中国品牌评估,让自娱自乐走开。
Brand building relies on a set of scientific operating system, the Chinese brand has gradually solved the brand building, brand promotion and brand maintenance issues. However, so far, China lacks the third-party authority of the industry to make the most accurate brand judgments. Measuring the strength of a brand, what kind of standards should be adopted is not conclusive, so the brand assessment appeared a variety of distorted business practices. In 2004, among the “World’s 100 Most Influential Brands” by “World Brand Labs”, Haier ranked 95th and became the first Chinese local brand to enter the world’s 100 brands. All of a sudden, the country jubilant. However, “World Brand Lab” voice hardly ever, voices of doubts. Today, the brand list seems to have become synonymous with brand assessment, entertain themselves and replace the objective assessment of brand equity. If China’s brand assessment is a bad boy from birth, now let’s get rid of his bad habits. First of all, the Chinese brand evaluation, so entertain themselves away.