如何运用二级品牌体系

随着经济一体化的发展,企业所面对的市场日益扩大,市场竞争日趋激烈,品牌体系的作用就越来越重要了,选择什么样的品牌体系提上了企业的议事日程。有的企业只使用一个注册商标,有的企业使用两个或两个以上的注册商标,人们习惯上分别称之为单一品牌体系和多品牌体系。单一品...     

诺奇的自有品牌成功之道

<正>现今,越来越多的消费者开始青睐商店自有品牌。因为,自有品牌产品不仅有和制造商产品不相上下的质量和时尚潮流,而且拥有更低廉的价格。8月11日,诺奇在泉州举行了一场名为"零售崛起时尚看诺奇"的品牌升级媒体见面会,宣布诺奇以往多品牌经营向现在单一品牌过渡、全力打造自有品牌服装专业零售商的战略调整,向更多     

漫步柏林话品牌

漫步柏林的卡迪威商店,细品豪雅、奈斯派索、BREE、日默瓦、菲仕乐等品牌的成功之道,其对全球化大潮的敏锐捕捉、对消费者需求的细致观察、对品质的无怨追求、对创新的痴情、甘于寂寞不受益惑的专注,无不值得有志打造品牌的中国企业借鉴。     

品牌沟通策略的诊断

品牌是消费的,消费认可的品牌才是有价值的;品牌是企业创造和管理的,企业失去着的品牌的运行。正如“产品到商品”这一惊险的一跳一样,品牌需要经历从企业到消费的惊险一跃,这一跃的成功与否,决定着品牌存亡与兴衰。这惊险一跳取决于品牌沟通的效果。也就是说,品牌的最终成功,不仅取决于产品的品质和利益,不仅取决于概念的创意和提炼,不仅取决于目标群的细分与定位,关键在于品牌所具有的东西是否与消费实现了沟通与对接,是否得到了消费的理解与认可。     

“霸王”洗发水的品牌困境

提到“霸王”（本文指霸王洗发水），消费者首先想到的是“防脱”，其次就是其形象代言人成龙。这也是霸王为众人所津津乐道的成功之道，但笔者在市场走访过程中却发现一些令人不解的现象，以自己多年市场经验，不禁为霸王的发展前景不禁担忧起来。     

品牌创新 改变膏药市场——剖析天和药业的成功之道

“膏、丸、散、丹、汤”，膏药作为中药之首，传统中药神秘的流派精华，一直面临着不被世界认可的困扰!一个企业却能创新观念，用“中药西做”的方式演绎中药的精华，促进中药现代化。这就是天和药业，一个专心制造膏药的现代中药企业。深入研究天和的成功之道，不但给我们带来一种做现代中药的新思路．更能启迪中药现代化的发展。[编者按]     

跨国品牌的成功之道——打造高品味的品牌气质

<正> 我们发现真正成熟的跨国公司在进行品牌管理中都对这种看不见摸不着甚至难以言传的的品牌气质非常重视,竭力发展符合目标消费群审美情趣的品牌气质。由于原来的"GoldStar"的名称与设计显得品牌气质非常冷冰冰和生硬,好像卖钢铁和水泥的,对推动消费者喜欢家电与电子消费品很不利。1997年,LG     

“防脱”与“霸王”品牌

提到霸王,令消费者首先想到的是“防脱”,其次就是其形象代言人成龙。这也是霸王为众人所津津乐道的成功之道,但笔者在市场走访过程中却发现一些令人不解的现象,以自己多年市场经验判断对霸王的发展前景不禁担忧起来。     

丰田深陷美国陷阱

香港《大公报》日前刊出文章《美借丰田危机敲打日本?》,说丰田汽车大规模召回事件及后续问题已连续多日成为美国媒体头等新闻。有不少日本媒体称美国敲打丰田的背后有美国政治情势原因。     

品牌依恋、品牌隔离、品牌断裂三者之区别

品牌依恋、品牌隔离、品牌断裂都是描述消费者与品牌之间的关系,但三者的内涵、测量方法及所描述的情感关系各不相同,本文从定性和定量两个角度试图厘清三者之间的关系。     

Taking a global view on brand post popularity: Six social media brand post practices for global markets

Brand post popularity positively relates to consumers’ purchase intentions, actual sales, and stock prices. Research suggests that social media posts should be vivid, practical, interesting, personalized, and interactive. However, cross-cultural research also suggests that practices might not be equally effective across different regional markets. While vividness and practicality could be consistently important across cultures, characteristics of interest, personalization, and interactivity might need to be adapted to the cultural conditions of specific target markets. We consider how individualism/collectivism, long-term orientation, uncertainty avoidance, power distance, and high-context/low-context cultures could influence brand post effectiveness. We provide suggestions for how to manage social media brand post popularity from a cross-cultural perspective to inform both domestic and global social media marketing campaigns. Suggested practices include: (1) making brand posts engaging; (2) targeting the ‘I’ in individualistic cultures and the ‘we’ in collectivist cultures; (3) focusing on consumers’ identity in less long-term oriented cultures and on functional information in more long-term oriented cultures; (4) ensuring that posts help reduce uncertainty; (5) planning for one-way communication in higher power distance countries and two-way communication in lower power distance countries; and (6) making messages less direct in higher-context cultures and more direct in lower-context cultures.     

The differential roles of brand credibility and brand prestige in consumer brand choice

This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is tested with structural equation modeling analysis: brand credibility, brand prestige, perceived quality, information costs saved, perceived risk, and brand purchase intention. The results suggest that both brand credibility and brand prestige positively influence brand purchase intention through perceived quality, information costs saved, and perceived risk under different product categories representing the high and low self‐expressive nature. Several implications for advertising messages and brand positioning strategies are discussed. © 2010 Wiley Periodicals, Inc.     

The effects of service brand dimensions on brand loyalty

The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers' evaluation of various service brand dimensions and communication, and test the generalizability of the modified SBV model in two different service sectors and cultural settings. Two studies using on-line survey data were conducted in Denmark and Norway in two different service industries (airlines and banks respectively). Previous findings suggesting that brand evidence significantly influences consumer satisfaction, attitude and behavioural loyalty towards service brands were confirmed. Moreover, contrary to previous findings, controlled communication elements (i.e. advertising and promotions) did not have any influence on customer satisfaction with service brands. However, the same communication elements directly and significantly shaped customers' perceptions of the various brand dimensions and their overall attitude towards the brand.     

The role of brand experience,brand resonance and brand trust in luxury consumption

Consumption of luxury brands has been rising significantly, particularly in emerging economies.While some aspects of luxury consumption may be consistent across cultural settings, certain key differences may prevail; with particular attention to the relational and experiential aspects that characterize consumer-brand engagements. The purpose of the current research is to address this previously underexplored area and study the impact of consumer-brand dyadic attributes – incorporating brand experience, brand resonance, brand trust, and consumer involvement on the pursuit of luxury brands within the Indian context. Data was gathered using a survey distributed to 413 luxury brand consumers in four major metropolitan cities in India, employing Smart-PLS for analysis. In addition to the main effects, the moderating impact of gender, geographic location, and generation were explored. The results reveal that brand experience and brand resonance are both essential for luxury consumption, with an additional moderating role of generation and gender. Furthermore, consumer involvement is found to mediate the relationship. Implications for scholarship and practice are discussed.     

The uninvited brand

Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People's Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Web-based power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns.     

The virtuous brand: The perils and promises of brand virtue signaling

Signaling how virtuous a brand is has become an ever more common strategy. Brands have recently outcompeted one another to align themselves with various causes. We explore the rise in virtue signaling and review prominent examples of brands that have linked themselves to social movements—some successfully, some unsuccessfully. We draw on evolutionary theory to develop a conceptual framework to think about brand virtue signaling. Armed with this framework, managers can assess whether their brands should adopt virtue signaling as a strategy and assess the short- and long-term implications of such a decision.     

Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management.     

试论学校的品牌策略

学校品牌是一笔无形的财富.良好的学校品牌不仅可以为学校创造发展的契机,而且还可以为学校增强教育能量.强化品牌意识,塑造与整合学校品牌,是学校教育现代化的必然要求,是新世纪学校教育的新抉择.