十年前,笔者和朋友经过三年多的努力,做起了两个特许加盟连锁店,一个是区域性保健品牌;一个是全国性图书品牌。我们有了较好的赢利模式;有了较高的知名度,当理性告诉我们要悉心经营无形资产时,笔者把目光转向品牌建设和品牌管理问题——想找到“芝麻开门”的钥匙。然而,多年来,笔者看到的关于品牌方面的书籍,可谓著者甚众,汗牛充栋,但大都是纯理论性的:除了洋经典外,要么是土著的所谓理论体系;要么是目录式堆集的案例;要么是普及知识性的叙说。总之,从概念到概念;从知识体系到体系知识。这些可以“拿来”却无法操作,很难用 Ten years ago, after more than three years of hard work, the author and his friends started two franchise chain stores, one is a regional health care brand and the other is a nationwide book brand. We have a better profit model; with higher visibility, when rationality tells us to carefully manage intangible assets, the author turned his attention to brand building and brand management issues—the key to finding the “open sesame”. However, over the years, the authors have seen books on the brand, and they are very authors, but most of them are purely theoretical: In addition to foreign classics, they are either indigenous or so-called theoretical systems; or they are examples of directory-based accumulation. Or it is a universal and informative narrative. In short, from concept to concept; from knowledge system to system knowledge. These can “get ” but can’t operate, it’s hard to use