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品牌是为了传播一种信号,不同的企业对信号的选择实际上是非常不一样的。针对品牌传播的不同信号需求,武汉大学联合清华大学、中国社科院、香港科技大学一起开展了一项中国企业品牌调查。品牌价值调查得出了一个很有意思的结论,只有不到一半的企业(47.9%)认为品牌能够最好地传递产品质量信号。我们一般会认为,每一个企业都应该用品牌来传播信号。
Brand is to spread a signal, different companies choose the signal is actually very different. In response to the different signal needs of brand communication, Wuhan University, together with Tsinghua University, the Chinese Academy of Social Sciences and the Hong Kong University of Science and Technology, conducted a survey of Chinese brand names. The Brand Value Survey came to a very interesting conclusion. Only less than half (47.9%) of the companies considered the brand to be the best signal of product quality. We generally think that every business should use the brand to spread the signal.