提升品牌价值的10个途径(国外英文资料).docVIP

提升品牌价值的10个途径(国外英文资料) How to effectively enhance brand value? Tell you 10 ways to improve your brand value In the current business world, brand is one of the most mentioned words. So, what exactly is a brand? Why do companies want to operate brands? How to enhance brand value? This article attempts to make a discussion on these issues. There are various theories about the definition of brand, both in the enterprise and in the theory circle: The American Marketing Association (AMA) of the brand under a definition: this is a brand name, noun, mark, symbol or design, or their combination, the goal is to identify one seller or a group of sellers of products or services, and make the difference with the competitors products and services. The Pope gave David Ogilvy advertising brand under the definition: the brand is a perplexing symbol -- it is the sum of intangible product attributes, name, packaging, price, history, reputation and advertising, brand also because consumers use the impression and their own experience is defined. The essence of that brand is to create tangible and intangible benefits of sustainable and stable, unique for the enterprise competition, is the enterprise through products, services and the relationship between the interests of people (including consumers, dealers, investors, government, community building, etc.) require a specific relationship between the enterprises to take the initiative to pursue and maintain. From the external point of view, the brand is a name, a logo or a combination of them, from the perspective of connotation, brand is a specific relationship with the enterprises to establish relations between the interests of people in the long-term course of business, is the relationship between the interests of the personality. This relationship can be bold, independent, adventurous, like Marlboro; also can be comfortable and fun, such as McDonalds; also can be distinguished, such as Benz; colorful personality, each have their own wo