Brand evaluation is not a fun game.docVIP

 PAGE \* MERGEFORMAT 11 Brand evaluation is not a fun game The proliferation of the national rankings is blossom everywhere, associations, media, research institutions have joined, or even a night-time smoke a little-known organizations, authorities can also carry a few Chaochu a simmering results. Drum up support for the brand building in China when the assessment of the brand rankings has become a hot topic in naturally attracted a large number of Nuggets from entering, feeling the stones, it would be quite a mixed bag, assessment and many institutions, assessment criteria missing, black-box operations frequently, commercial interests, too weight. The lack of scientific and standardized operation of the rankings seem to have become a corporate sponsor finalists, and several people emerged from the discussions, and then entertain themselves much-hyped game. Different agencies can evaluate the same object very different results; the same rating can be finalists in this year’s top ten, three next year, but vague and non-audio; biggest names in the industry are not recognized manifestation of a nobody but you can fight in full swing. The brand assessment is a face of the public, affect the public’s social public activities, for businesses, consumers, the industry is a need for responsible, or they will mislead investors, misleading consumers, misleading enterprises, to mislead public opinion. Why are baked every rank would give rise to the public, academics, industry insiders debate, the key is derived from the process opaque. Overnight, a meeting can be concocted out of an authoritative position, the lack of standards for naturally the lack of a fair and rigorous requirements for the assessment of high-ranking job, we must first address some basic questions. Systems thinking. The strength of the brand is not a number of factors, a data can be determined. Brand enterprises, owned by the corporation, he must have a continuing ability to generate profits for th