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一、关于品牌背景品牌一词的出现还是近几年的事,品牌概念一般界定为与产品商标相联系的消费者与产品间的认同喜好关系。而说到详尽的操作办法一般都三缄其口。北京名牌资产评估事务所以美国《金融世界》杂志对“世界最有价值的品牌”评估体系为基本框架,对中国成功品牌进行评估。这个基本框架把品牌商标的实力界定为七项内容:1、领导能力——商标影响市场的能力;2、市场环境——商标交易的市场环境;3、稳定性——商标的生存能力;4、国际性——商标越过地理和文化边界的能力;5、趋势——商标对本行业发展方向的影响;6、法律——商标交流的法律有效性;7、支持——商标获得不断投资的支持。前两个指标反映品牌的市场占有能力和超值创利能力,后五项指标反映品牌的技术跨区域经营和广告宣传等能力。需要注意的是,这种评估不同于资产评和的商标评估,不具备产权变动的法律效力。二、关于成功品牌要素不同行业领域的成功品牌有其不同的成功内涵和市场制作方法,归纳起来,一般地说有以下几点: 1、高度统一的识别系统在与消费者及社会大众接触的所有界面上,表现出一致的品牌风格,其中以视觉识别为核心,包括企业标志、品牌名称和商标、产品包装、展示及广告、促销用品。使消费者和社会大众有明确的品牌识别印象,能够从市场上繁复纷杂的众多品牌中一下子把它辨认出来,而不至于被繁杂的品牌海洋淹没乃至销声匿迹。 2、顺应人心的核心价值传递一个与消费群体价值观念契合的核心价值,帮助消费者强化对世界的评价与行为,包括个性化的诉求也不例外。烟草无益于健康,但独立与自由是人们渴求的,万宝路因此而成功;若干年前冰箱是否无氟消费者不关心,但南极上空出现臭氧空洞后无氟就成了选择冰箱的重要依据。消费者不
I. About the emergence of the brand background brand In recent years, the concept of a brand has generally been defined as the relationship of recognition between consumers and products linked to product trademarks. Speaking of detailed operation methods are generally silent. Beijing Famous Brand Assets Evaluation Office evaluates China’s successful brands based on the basic framework of “Financial World” magazine’s “World’s Most Valuable Brands” Evaluation System. This basic framework defines the strengths of a brand’s trademark as seven elements: 1. Leadership — The ability of a trademark to influence the market; 2. Market environment — The market environment for trademark transactions; 3. Stability — The viability of a trademark; 4 International, the ability of a trademark to cross geographical and cultural borders; 5. Trends: the impact of trademarks on the direction of development of the industry; 6. Legality - the legal validity of trademark exchanges; 7. Support - Trademarks receive continuous investment support . The first two indicators reflect the brand’s market share and the ability to create profitable profits. The latter five indicators reflect the brand’s ability to cross-regional business operations and advertising. It should be noted that this evaluation is different from the evaluation of trademarks for asset evaluation and does not have the legal effect of changes in property rights. Second, on the successful brand elements Successful brands in different sectors of the industry have different success connotations and market production methods, summed up, in general, there are the following points: 1, a highly unified identification system in contact with consumers and the general public All interfaces displayed a consistent brand style, with visual identity as the core, including corporate logos, brand names and trademarks, product packaging, display and advertising, and promotional items. Make consumers and the public have a clear brand recognition impression, can identify it from the numerous complicated brands on the market at once, without being flooded by the complex brand ocean and even disappear. 2. Comply with the core values of the people Pass a core value that is compatible with the values of consumer groups, and help consumers to strengthen the evaluation and behavior of the world, including individualized appeals. Tobacco is not conducive to health, but independence and freedom are people’s cravings. Marlboro has succeeded. Some consumers were not concerned about whether or not the refrigerator was free of fluorine years ago. However, after the ozone hole appeared in the Antarctic, there was no fluoride, which became an important basis for choosing a refrigerator. Consumers are not