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许多日本公司在过去的几十年中,成功地开发出了世界级的品牌;并且,它们在品牌的开发与扩展过程中,还充分发挥和利用了国家品牌的重要作用。1.开发品牌日本公司开发品牌的起点是很低的。二次大战后,当日本开始实施其工业化政策时,它根本就没有自己的世界级品牌。实际上,当时许多日本产品的生产和销售是通过欧美的制造商或经销商而进行的,并且常常是借用欧美公司产品的品牌,因为那时日本的产品如果冠以它自己的品牌名称的话,是不可能在世界市场上站住脚的,因而它们不得不用欧美公司的
Many Japanese companies have successfully developed world-class brands in the past few decades; moreover, they have played and utilized the important role of national brands in the development and expansion of their brands. 1. Development Brand The starting point for Japanese companies to develop brands is very low. After World War II, when Japan began implementing its industrialization policy, it did not have its own world-class brand. In fact, at the time, many Japanese products were produced and sold through manufacturers and distributors in Europe and the United States, and often used the brands of European and American companies’ products, because at that time Japanese products had their own brand names. It is impossible to stand up in the world market, so they have to use the European and American companies