品牌的两种论调最近关于品牌的讨论十分激烈,无论是参与人数还是文章数量,都是近年来罕见的。一些著名营销专家和经济学家的参与,为这一品牌讨论起到推波助澜的作用,同时也使这一“品牌论战”达到了一个很高的程度。纵观讨论的内容,不外乎两个方面,即品牌崇拜论和品牌无用论。“品牌崇拜论”认为,品牌是制胜的法宝,是无所不能的利器,只要将品牌做到一定程度,就高枕无忧、一劳永逸、坐享其成了。“品牌无用论”认为,品牌是毒药,是 Two kinds of brand argument Recently the discussion on the brand is very intense, both the number of participants and the number of articles, are rare in recent years. The participation of some famous marketing experts and economists contributed to this brand discussion, and at the same time, this “brand debate” reached a very high level. Throughout the discussion, nothing more than two aspects, namely, brand worship theory and brand useless theory. “Brand worship theory ” that the brand is the magic weapon of winning, is an all-powerful weapon, as long as the brand to a certain extent, sit back and relax, once and for all, sit back and enjoy it. “Brand useless theory ” that the brand is a poison, yes