推动地方品牌成长为区域品牌,甚至是国际品牌,对任何企业都是一项巨大挑战。商场如战场,商史似战史,有功败垂成,也有一朝成名天下知。后者典型如GE、诺基亚、丰田、雀巢、可口可乐、迪士尼、IBM等,都维持着始终如一的品牌形象,拥有清晰的整体定位,并且严格遵守一系列原则。保证品牌形象的一致性,是各大国际品牌最大成功因素。在今天这个消费者每日被品牌信息轰炸的时代,这一点尤为重要。网络和社交媒体不仅给予消费 Driving local brands to regional or even international brands is a huge challenge for any business. Shopping malls such as the battlefield, history of war history, meritorious defeat, but also once known fame world. The latter such as GE, Nokia, Toyota, Nestle, Coca-Cola, Disney, IBM and so on, all maintain a consistent brand image, have a clear overall positioning, and strictly abide by a series of principles. To ensure the consistency of brand image, is the biggest success factor of major international brands. In today’s era when consumers are bombarded with brand information, this is especially important. Not only do online and social media give money