论文部分内容阅读
品牌资产是在消费者、渠道成员、企业当中一系列的联想和行为,这些联想和行为使品牌能赚取更大的边际利润,并且能赋予比竞争对手更强的、更持续的、差异化的优势。它的重要性体现在:比竞争者更高的获利能力(即可以卖更高的价格);抵挡竞争的能力较强;应付危机的能力更强;延伸品牌获取更高利润;能留住老顾客;吸引更多的新顾客等等。抛开宏观因素和企业的资本实力,品牌资产的管理就是影响品牌健康成长的最重要因素。当然,定义总是很抽象的,而实际的营销管理却需要转化为可供操作的实践知识。
Brand equity is a series of associations and behaviors among consumers, channel members, and enterprises that enable brands to make greater marginal profits and to give stronger, more sustainable and differentiated brands than their competitors The advantages. Its importance lies in: higher profitability than competitors (that is, can sell higher prices); strong ability to resist competition; stronger ability to cope with crisis; extended brand for higher profits; to retain Old customers; attract more new customers and more. Set aside macroeconomic factors and corporate capital strength, brand equity management is the most important factor affecting the healthy growth of the brand. Of course, the definition is always abstract, but the actual marketing management needs to be translated into practical knowledge for operation.