公司品牌化模型探讨——以零售业为例

公司品牌化是把公司名称作为公司供应物的唯一或主要标识进行推广的过程,其概念化模型包含公司品牌外部化和公司品牌内部化两部分。公司品牌外部化是指企业主动地向企业外部利益相关者传递品牌价值和重要信息,促进正面的、积极的品牌形象认知,引导顾客购买行为意向;公司品牌内部化则是确定品牌价值并借助员工等内部可控要素,即公司品牌内部化维度,传递品牌价值。公司品牌外部化和公司品牌内部化之间具有相对独立、相互依赖、目标一致的关系。

A Study of the Corporate Branding Model

Corporate brand strategy is a process publicizing the corporate name as the only or major logo.The conceptual model is composed of two parts: externalized brand and internalized brand.The externalized brand means that enterprise actively sends out the brand value and important information to the external stakeholders so as to promote the positive brand image and lead to customer buying intention;The internalized brand refers to how to define the brand value,and how to deliver it through the employees and other controllable factors,i.e.corporate brand dimensions.The paper analyses the relationship between the internalized and externalized brand strategies including independence,reliance and coherence.