玫瑰的其他名称：品牌重塑的作用.docVIP

标题：A rose by any other name: rebranding campaigns that work 原文： While the number of brands on the market has increased astronomically in recent years, brands remain a company’s most valuable assets. Robust brands tend to add both economic and strategic value to their respective companies. The value of this asset is often referred to as brand equity. Simply stated, brand equity is the marketing and financial value associated with a brand’s strength in the market. It is the added value a given brand name provides to a product beyond the functional benefits provided. Besides the actual proprietary brand assets, such as patents and trademarks, four major elements underlie brand equity: brand name, brand loyalty, perceived brand quality, and brand associations. Consider the inherent brand equity of Bayer Aspirin, discovered by the Bayer AF scientists in 1897. The German conglomerate was stripped of its exclusive rights to the brand name when the USA confiscated its assets in 1918 in retaliation for Germany’s role in the First World War. To regain the US rights to the Bayer Aspirin brand and its respective trademark and logo, the German conglomerate paid $1 billion in January 1995. Powerful brands can also fetch a hefty sum for their respective owners even when the corporation declares bankruptcy. Consider the cases of Converse, Bugle Boy, and Schwinn. When Converse declared bankruptcy in January 2001, Footwear Acquisition Inc. bested several bidders to acquire the brand at the bankruptcy auction for $117.5 million. When Bugle Boy Industries, the jeans and cargo pants outfit, filed for bankruptcy in February 2001, Schottenstein Stores Corp. outbid two other bidders when it paid $68.6 million to buy the Bugle Boy brand, accounts receivable and wholesale inventory. Similarly, when Schwinn/GT Corp. declared bankruptcy in July 2001, Huffy Corp. acquired its cycling division for more than $60 million. Buyers acquire has-been brands often with the intention of resuscitating the