品牌管理的关键--品牌价值的培育

品牌管理是一个系统工程 ,品牌价值的培育是管理的重心。品牌价值实际上是消费者心理价值的体现。国际通行的品牌价值评估模式 ,为品牌价值的培育提供方向。品牌的核心价值即品牌的个性。凸显核心价值的品牌整合传播 ,有利于提升品牌的市场竞争力。

The Key to Brand Management Is Cultivation of Brand Value

The brand management is a system project. The center o f management is to cultivate brand value which is the reflection of the customer 's psychological value actually. The current international brand value assessmen t mode offers the direction for cultivation of the brand value. The core value o f brand is its individuality. The integrated communication to protrude the core value of brand helps to promote the market competitiveness of the brand.