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这是一本全新解析品牌战略与管理的书。本书从品牌管理职业阶层规划入手,注重战略与方法的双重阐释,提出“首席品牌官(CBO)”这一全新理念。并全面表述了“首席品牌官”的职能与作用,以及对企业发展的重要性。当今中国品牌思想之所以出现一些混乱现象,皆源于没有从“品牌制度经济学”的高度看问题,品牌打造与管理处于无序状态之中。
This is a brand new book that analyzes brand strategy and management. The book starts with the planning of the brand management occupational class and pays attention to the double interpretation of the strategy and method and puts forward the new concept of “chief brand officer (CBO)”. And fully expresses the function and role of “chief brand officer” and the importance to the development of the enterprise. Nowadays, some chaos phenomena appear in the Chinese brand idea, which are all due to the fact that there is no problem from the perspective of “economics of the brand system” and that brand building and management are in disorder.