全方位品牌管理（Comprehensive brand management）.docVIP

全方位品牌管理（Comprehensive brand management） Today, the brand management that we can feel has shown a global trend with P G and Ogilvy as the storm. Brand management is not only as a fashion term, but also because it brings strong vitality to many brands, and makes it evolve from a methodology level to a strategy of enterprise development. The strategic promotion of brand management status is not related to the change of social economy field. First, the brand has become a complete business system In fact, the debate about the real utility and sustainability of the brand has never stopped in the economic field. Brand of magic is obvious, since it can be from the last century since 80s, the commercial value of the brand convex showed.1985, businessmen in the future for a unified European market dominate, set off a wave after wave of brand wave of mergers and acquisitions, brand auction prices soared, far beyond the people imagine. Nestle, for example, bought Apple Corp at 3 times its share price and 26 times its real capital. Butuoni group turnover to 35 times its actual asset price. Prior to this, the selling price of the company was usually between 8 and 10 times. Management people are beginning to agree with the view that the most valuable asset of an enterprise is the brand. Another fact that cannot be ignored is that, as a business revolution unfolds, traditional brands are being hit by all sides. Costs are rising while consumer loyalty to brands is weakening and people are no longer superstitious about the effectiveness of brands. At the same time, some retailers have begun to use their own brands to compete with traditional brands in order to gain their unique market benefits. Previously, the world is more simple and more homogeneous, and consumers will be firmly loyal to the brand, Arrow shirt, Bayer aspirin and other old brand of chevroler. In the United States, at the end of 1970s and early 80s, with the simple packing material price without trademark products b