品牌管理之道

• 作 者: 陈放
• 出 处: 世界标准信息
• 发表日期: 2006年06期
• 关键词: 全部力量 购买行为 整合营销传播 品牌设计 企业管理发展 整合传播 品牌创造 品牌运营 销售渠道 无形资产经营

企业创建自己的品牌并不难,难的是在品牌创立之初就想要作百年品牌,而要突破这一难关,最重要的就是品牌管理。品牌管理是对品牌的全过程进行有机地管理,其本质在于调动企业的全部力量,以品牌为聚焦点,实施对顾客购买认知与购买行为的全过程管理。品牌管理贯穿于品牌培育、创建、成熟、扩张等品牌建设的全过程。

Enterprises to create their own brand is not difficult, the difficulty is that at the beginning of the brand wanted to make a century brand, but to break through this difficult, the most important thing is brand management. Brand management is the organic management of the whole process of the brand. Its essence is to mobilize all the power of the enterprise, take the brand as the focal point, and implement the whole process management of the cognition and purchase of customers. Brand management throughout the brand cultivation, create, mature, expansion and other brand building the entire process.