
Name:Summer _ QQ:1622982 514032062
E_mail:hotelcis@163.com
CRT Group Design(hk) Co.LTD. 人和時代集團(香港)有限公司
21世紀的組織只有依靠品牌 競爭(二)
Post by hotelvi, 2018-4-28, Views:(二)第二種觀點:品牌屬于消費者
然而,僅僅認為“品牌屬于企業”會給企業的品牌經營帶來很大的麻煩。每年,大量的
企業都會在廣告、公關、促銷等方面投入大量資金來打造品牌,但很多企業出現了由于品牌
建設費用過高而負債累累的現象。一些專家和學者指出“品牌不屬于企業,而是屬于消費者”。
例如,“廣告教皇”大衛•奧格威(I)avid()giIvy)說“品牌存在于消費者的認知里”;聯合利華的前董事長邁克爾•佩雷直接指明“消費者擁有品牌”;營銷學者科波一瓦爾格雷(Cobb-Walgren)、努貝爾(Ruble)和唐蘇(Donthu)等人指出,“品牌是一個以消費者為中心的概念。如果品牌對消費者而言沒有任何意義,那么它對于投資者、生產商或零售商也就沒有任何意義了”。鏈接材料l一1很好地說明了這一點。
...
Tags: 21世紀的組織只有依靠品牌 競爭(二)

Hot Articles
Friend Connect
此處加載INCLUDE文件,內容可自定義New Articles
Archives
- 2018 November (28)
- 2018 October (27)
- 2018 September (27)
- 2018 August (27)
- 2018 July (22)
- 2018 June (4)
- 2018 May (22)
- 2018 April (44)
- 2018 March (34)
- 2018 February (2)
- 2018 January (48)
- 2017 December (40)
- 2017 November (48)
- 2017 October (38)
- 2017 September (46)
- 2017 August (26)
- 2017 June (40)
- 2017 May (44)
- 2017 April (42)
- 2017 March (50)
- 2017 February (38)
- 2017 January (26)
- 2016 December (20)
- 2016 November (8)
- 2016 October (8)
- 2016 September (6)
- 2016 August (36)
- 2016 July (16)
- 2016 May (6)
- 2016 April (12)
- 2016 March (6)
- 2016 February (2)
- 2016 January (42)
- 2015 December (48)
- 2015 November (36)
- 2015 October (40)
- 2015 September (38)
- 2015 August (44)
- 2015 July (50)
- 2015 June (48)
- 2015 May (44)
- 2015 April (48)
- 2015 March (38)
- 2015 February (30)
- 2015 January (46)
- 2014 December (22)
- 2014 November (20)
- 2014 October (19)
- 2014 September (34)
- 2014 August (48)
- 2014 July (39)
- 2014 June (38)
- 2014 May (55)
- 2014 April (48)
- 2014 March (46)
- 2014 February (40)
- 2014 January (50)
- 2013 December (45)
- 2013 November (41)
- 2013 October (40)
- 2013 September (46)
- 2013 August (45)
- 2013 July (48)
- 2013 June (46)
- 2013 May (53)
- 2013 April (51)
- 2013 March (56)
- 2013 February (59)
- 2013 January (62)
- 2012 December (61)
- 2012 November (60)
- 2012 October (50)
- 2012 September (59)
- 2012 August (65)
- 2012 July (46)
Favorite
Statistics
- 文章總數:2787
- 評論總數:0
- 引用總數:0
- 瀏覽總數:150592
- 留言總數:0
- 當前主題:sean
- 當前樣式:Sean_Sim