当代品牌管理的发展与思考（The development and thinking of contemporary brand management）.docVIP

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当代品牌管理的发展与思考（The development and thinking of contemporary brand management）.doc

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当代品牌管理的发展与思考（The development and thinking of contemporary brand management）

当代品牌管理的发展与思考（The development and thinking of contemporary brand management） American famous marketing theory expert Riley Wright said more than 20 years ago: future marketing is brand war.. Business and investors will recognize that branding is the most valuable asset of a company. Owning the market is much more important than owning a factory, and the only way to have a market is to have a brand that has a market advantage. Since 1990s, the world has entered the era of information society and knowledge economy. The biggest feature of this period is the substantial (fundamental) change in the mode of economic growth. The world economy is experiencing the tremendous impact of new technologies (digital), globalization, and hyper competition. In the context of industrialization, the manufacturing industrys main concern is the standardization, copy (pattern), economies of scale and efficiency, and under the background of knowledge economy requires more care, customized personalized, network, speed and value of transparency, to promote the development of enterprises. Contemporary operators must learn to do things, make market (field) and make potential (to create brand), in order to enable substantial growth of economic growth mode. Todays social and economic development is a powerful demonstration of Riley Wrights foresight. Therefore, brand building and construction will be the most important strategy for the economic development of an enterprise or a country. At the same time, how to consider this strategy comprehensively and effectively is the most important thing. First, the core features and functions of the brand have different views on the definition of the brand. At present, there are mainly signs, relations, resources and integration. No matter what brand concept of the theoretical point of view, to further understand its essence, we must start with the characteristics of the brand. There are three essential characteristics of the brand: 1, the brand recognitio