development and enlightenment brand asset management theory（启蒙运动发展和品牌资产管理理论）.docVIP

Development and Enlightenment Brand Asset Management Theory Brand equity (Brand equity) is a concept in the 1980s western management from the perspective of brand management proposed. At that time many Western countries are faced with the economic downturn, companies frequently use price cuts and promotions to focus on marketing, although the promotion of short-term sales growth, but damage the company’s brand image, thereby affecting the long-term interests of the enterprise. In order to strengthen attention to brand building, long-term development, to avoid the negative impact of price pr