| 品牌老化问题与对策研究 |
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| 引用本文： | 董慧,杨希遥.品牌老化问题与对策研究[J].山东纺织经济,2008(6):53-55. |
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| 作者姓名： | 董慧 杨希遥 |
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| 作者单位： | 东华大学,上海,200051 |
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| 摘 要： | 在竞争激烈的现代国际市场环境中,品牌老化问题越来越受到关注。品牌老化的实质在于品牌资产的流失,品牌老化问题的解决根源是重新建立品牌资产。根据创建品牌资产的相关步骤,品牌老化可以从品牌定位、品牌营销组合、品牌传播等方面进行诊断和改变。
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| 关 键 词： | 品牌老化 品牌资产 对策 |
Brand Outdated and Countermeasure Research |
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| Dong Hui,Yang Xiyao.Brand Outdated and Countermeasure Research[J].Economy of Shangdong Textile,2008(6):53-55. |
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| Authors: | Dong Hui Yang Xiyao |
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| Institution: | Dong Hui Yang Xiyao (Donghau University, Shanghai 200051, China) |
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| Abstract: | In the intense international marketing, more and more attention is paid to the brand outdated issue which essential is the decreasing of brand equity. According to the approach of building brand equity, the problem of brand outdated can be diagnosed and solved by three aspects: brand positioning, brand marketing and brand advertising. |
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| Keywords: | brand outdated brand equity countermeasure |
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