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只有当品牌真的能为用户带来价值的时候,品牌才有意义。在品牌研究领域有一个经典的思维实验:如果可口可乐的实物资产一夜之间付之一炬,其融资及恢复运营的能力是否会受到影响?多数人会认为,可口可乐需要一定的时间和精力来恢复元气,但顺利融资以东山再起可能不费吹灰之力,“可口可乐”这几个字很容易就能吸引那些寻求未来回报的投资者。其实,这个实验还有第二部分,突显了品牌与用户之间的密切联系:如果可口可乐公司全球的顾客一夜之
Only when the brand can really bring value to the user, the brand makes sense. In the field of brand research, there is a classic thinking experiment: Coca-Cola’s physical assets overnight if the charge, its ability to finance and resume operations will be affected? Most people think that Coca-Cola takes some time and effort to regain strength, but Smooth financing can come easy with ease, and “Coca-Cola” can easily appeal to investors looking for future returns. In fact, there is the second part of this experiment, highlighting the close relationship between the brand and the user: If the Coca-Cola company customers around the world overnight