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品牌是企业无形资产的重要组成部分,作为其中的名牌更是集中体现了企业观念、行为、视觉三个识别系统的全部内涵,是整个企业形象的聚集点。纵观世界经济发展过程以及国际著名企业的发展轨迹,可以发现:企业振兴乃至一国经济的发展无不与名牌的创立、发展和兴旺休戚与共。因而对品牌(尤其是强势品牌)和塑造就成为人们关注的焦点。由于人们常对产品(或
Brand is an important part of the intangible assets of an enterprise. As one of the famous brands, it embodies all the connotations of the three recognition systems of enterprise concept, behavior and vision, and is the gathering point of the entire corporate image. Looking at the process of world economic development and the track of the development of internationally renowned enterprises, we can find that the rejuvenation of enterprises and even the development of a country's economy are all associated with the creation, development and prosperity of brand names. Therefore, the brand (especially the strong brand) and shaping become the focus of attention. Because people are often on the product (or