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品牌的成功没有偶然,只有靠恒心,只有把简单的事情坚持做,坚持的事情重复做我研究过很多关于品牌运作失败的案例,发现有两个最重要的原因:一是品牌策略没有连续性。一朝天子一朝臣,一个品牌经理换了,品牌策略也就变了。之前,我一直是新秀丽箱包的忠实用户,去年我换了它的三个包以后就不用了,因为新秀丽改变了品牌策略,质量也不行。一个品牌的精神到底在那里?今天一个老总来了有一个想法,明天一个老总来了又有另一个想法,这个品牌性格就会出现分裂问题。
The success of the brand is not accidental, only by perseverance, only the simple things to do, insisted things repeat I have studied many cases of brand failure, found that there are two most important reasons: First, there is no continuity of brand strategy . Once courtiers, a brand manager for the brand strategy has changed. Before that, I had been a loyal user of the Samsonite bags, which I did not need last year when I changed the three bags, because the Samsonite changed the brand strategy and the quality did not work. In the end there is a spirit of a brand? Today, there is an idea coming to a boss, a boss came tomorrow there is another idea, the character of the brand there will be split.