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在尚未落幕的合并、收购热潮中,企业把大量的注意力集中在内部改造上——组织结构的调整、资源的配置与开发、企业文化的融合等等。相对来说,对于外部行为的讨论较少,例如,何种品牌战略有助于赢得市场。这个问题的悬而未决会使品牌经理之间出现猜忌甚至对立,为了给自己的品牌争取中心地位,品牌经理们可能会陷入“后融合时期”的追求销量的狂热。另一种糟糕的做法是听之任之,不进行任何品牌整合,它将很快陷入混乱的境地,痛失市场。显然,整合者需要更具战略性地考虑品牌问题。Kunal Basu在《加州管理评论》上提出,在以下四个方面做出清晰的决策是成功的品牌整合的关键:企业品牌、产品品牌、品牌识别和品牌结构。
In the upsurge of mergers and acquisitions that have not yet ended, companies have focused a great deal of attention on internal reforms—adjustment of organizational structure, allocation and development of resources, and integration of corporate culture. Relatively speaking, there is less discussion about external behavior, for example, what brand strategy helps win the market. The unresolved issue will cause suspicion or even opposition between brand managers. In order to gain a central position for their brands, brand managers may fall into the “pursuit of convergence” pursuit of salesmania. Another bad practice is to let it go without any brand integration. It will quickly fall into a chaotic situation and lose the market. Obviously, integrators need to consider brand issues more strategically. Kunal Basu proposed in the California Management Review that making clear decisions in the following four areas is the key to successful brand integration: corporate branding, product branding, brand identity, and brand structure.