品牌资产管理的若干原则-外文翻译.pdfVIP

外文翻译 原文 Principles of Brand Asset Management Material Source: Brand Asset Management Author: Scott M. Davis Make use of a brand property to manage, the business enterprise can be in two long-term values that maximize brand. First, the customers need urges the business enterprise throw in more financial power to earning greater repay. Secondly, the business enterprise widespread admits they dont have suitable strategy, can not nicely seize the opportunity a body from the customer up earns to that money. Carry out a brand property to manage strategy is much more than a process-although process also very key, it even needs the commitment that manages to the brand property of the built-up high management layer, only have so just can support and cultivate a brand property, this end purpose deeply and transplant among the corporate culture. A key advantage that adopts a brand property management lies in the investment repay that it can raise brand rate; Moreover, it can not only maximize the growth potential of brand, but also prevent from appearing customer unfaithful to ruler inducement; End, this kind of manages the method provided a principle for the high manager in the organization and other personals, namely the having the initiative of resources allocation and all decisions concentrate on the same target: Maximize the long-term value of brand. First stage: Describe a brand vision Those have farsighted company to still describe a brand vision while illustrating company mission, value and vision, these company a little bit probably avoid many other the failure encountered by organizations: The company of these failure has no to chase brand regard as property management, but equal promotion activity in