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自从15世纪第一家公司在地球上出现以来,人们就对企业的“老”充满了崇敬。一个人如果活到118岁,当然会被尊为老寿星,但同时一个不可否认的事实是,他已经青春不再,活力无多。企业却不然。它是越老越吃香,年龄和活力成反比。去年,由美国《商业周刊》(BusinessWeek)和In-terbrand公司合作的“全球最佳品牌”调查中,排名前10名的清一色是老品牌,其中最年轻的微软(Mi-crosoft,排名第2)成立也有26年,而超过百年历史的,更有可口可乐(排名第1)、奇异电器(GE,排名第4)、诺基亚(Nokia,排名第5)和AT&T(排名第10)4家公司。可口可乐始创于1886年,从以5分钱的价格在药店出售的一种药水到风靡全球的饮料,走过了118个春秋,从年龄上讲应该是个垂垂老者了,可是经过了百年沧桑,标识换了几换,它至今依然活力四射、青春年少且身价斐然。2003年,可口可乐以704.5亿美元的品牌价值排名全球品牌排行榜第一位。品牌越老越有价值。故而可口可乐总裁伍德拉夫放言:某天可口可乐公司在全世界的1200多家工厂全都没了,第二天他就可以凭借“可口可乐”这个全字招牌换回来几百亿的银两东山再起。这是有关品牌价值的“可口可乐”神话。凡是听说过这个神话
Since the advent of the first company in the 15th century on Earth, there has been reverence for the “old” business. Of course, a person who lives up to the age of 118 will be regarded as an old longevity, but at the same time an undeniable fact is that he is no longer young and energetic. The company is not. It is the older the more popular, age and vitality are inversely proportional. Last year, the top 10 brands in the Global Brands survey, conducted by BusinessWeek and In-terbrand, were all old brands, with the youngest Microsoft (Mi-crosoft, rankings 2) was established 26 years ago, and more than a century-old Coca-Cola (ranked No. 1), singular appliances (GE, No. 4), Nokia (Nokia No. 5) and AT & T (ranked No. 10) 4 the company. Coca-Cola was founded in 1886, from the price of 5 cents in the pharmacy to sell a syrup to the global beverage, after 118 years of age, from age should be a vertical old man, but after a century of vicissitudes , Logo for a few changes, it is still vibrant, young and well-paid. In 2003, Coca-Cola topped the list of global brands with a value of 70.45 billion U.S. dollars. The older the more valuable brand. So Coca-Cola President Woodruff asserted: One day Coca-Cola’s more than 1,200 factories around the world were gone, and the next day he could get back hundreds of billions in silver with the all-new “Coca-Cola” sign. Here’s the “Coca-Cola” myth about brand value. I’ve heard of this myth