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广告作为品牌传播的手段和工具,是宣传品牌形象最有效的途径之一,但不是品牌塑造的全部。当前,在中小企业界存在着一种误区,即认为“只有大量投入广告才能建立品牌”。其实,品牌的塑造是一个多种因素综合的过程,任何一家企业都可以在自身资源基础上,通过有效的内部管理、多途径的品牌传播和长期稳健的努力来建立起品牌美誉度。在现实的市场中,也不乏用很少的广告投入建立起强势品牌的案例,国际的有“星巴克”和“美体小铺”等品牌,国内的就有“谭木匠”等品牌。谭木匠工艺品有限公司是1993年由重庆万州的谭传华创建的一家具有传统特色的小木制品生产经营企业,截至2005年3月,在中国内地已有300余家古色古香的连锁店,在新加坡也开有连锁店。“谭木匠”的品牌塑造巧妙地与销售结合在一起,由于正确整合了一系列品牌塑造要素,其实广告投入并不
Advertising as a means of brand communication and tools to promote brand image is one of the most effective way, but not all of the branding. At present, there is a misunderstanding in the SME community that “only investing heavily in advertising can build a brand.” In fact, the shaping of a brand is a comprehensive process of many factors. Any one company can establish brand reputation on the basis of its own resources through effective internal management, multi-channel brand communication and long-term and steady efforts. In the real market, there are also many cases of using strong advertising to establish strong brands. There are international brands such as “Starbucks” and “Beauty Shop”, and there are “Tan Carpenter” in China Brand. Tan Carpenter Crafts Co., Ltd. is a traditional wood products manufacturing company founded in 1993 by Tan Chuanhua, Wanzhou, Chongqing. As of March 2005, there are over 300 antique chain stores in mainland China and chain stores in Singapore. “Carpenter Tan ” brand shape cleverly combined with sales, due to the correct integration of a series of branding elements, in fact, advertising investment is not