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论辩·正方品牌认知度、消费者期待、关键资源三个重要因素,将使得美加净的品牌复兴成为可能。无论对于家化还是整个营销界,美加净都不是一个提起来令人振奋的名字。同样是上海家化的品牌,美加净和六神为学术界提供了完全不同的案例版本:六神被当作成功的样板年年上榜,甚至被写进哈佛的案例;美加净则屡屡被视为衰落的典型。虽然这些“案例”大多是“只见树木、不见森林”的分析,但美加净历史上多家著名的国际广告公司与几任品牌经理,也的确没有让美加净摆脱这种无奈的彷徨。2004年,我们终于欣喜地看到,在经过了几年的摇
Argument · Square brand awareness, consumer expectations, the key resources of the three important factors that will make the United States and Canada Net brand rejuvenation possible. No matter for the family or the entire marketing community, the United States and Canada Net is not a mention to the exciting name. Also a Shanghai Jahwa brand, Megamind and the Six Gods provided a completely different case version for academia: the Six Gods was cited as a successful template every year, and even included in Harvard’s case; the United States and Canada are often regarded as declining typical. Although most of these “cases” are “tree-saws but forest-less” analyzes, many U.S.-based international advertising agencies and several brand managers in the history of the United States and Canada did indeed not allow the United States and Canada to get rid of this helpless imitation . In 2004, we finally see with delight, after a few years of shaking