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在关于定位理论的第一篇文章中,杰克·特劳特曾举了一些例子,说明GE这样成功的品牌为什么不能在计算机行业中取得成功,事实证明他是正确的。由于消费者已经有了对企业原有品牌的固有印象,如果想一味的通过品牌延伸来使得品牌价值最大化,反而会造成品牌价值的流失。
In his first article on positioning theory, Jack Trout has cited some examples of why GE, a successful brand, can not succeed in the computer industry and proved to be right. Since consumers already have the inherent impression of the original brand of the enterprise, if they want to blindly maximize brand value through brand extension, they may cause the loss of brand value.