《哈利·波特》：商业魔法征服世界

《哈利·波特》电影源于同名幻想小说，作者罗琳因为《哈利波特》从贫困的单身母亲一跃成为英国排名第三的亿万富翁。     

中国·品牌

今天，中国经济已经在很大程度上融入了国际经济。2006年，我国的进出口额已经达到1．76万亿美元，在世界贸易大国中排名第三，出口额接近1万亿美元。这是一个相当庞大的数目。     

如何像迈克尔·杰克逊一样成为品牌偶像

猫王埃尔维斯·普雷斯利早已是音乐之王。杰克逊为自己加冕为“流行音乐之王”。个人生活方面的瑕疵蚕食了他的专业品牌资产,但从来都没有让他的品牌声誉一扫而净。     

荣昌·伊尔萨：品牌成就基业

洗染业的特点在于差异化小,顾客的忠诚度相对较高,因而只有建立了良好品牌才会赢得顾客,赢得市场1990年,北京出现了一家以清洗皮衣为主要业务的洗衣店,在当时以国营洗衣店为主的市场环境下,这家洗衣店的出现实属罕见。17年之后,原来的这家皮衣清洗     

世界债主约翰·皮尔庞特·摩根

世界上的人都知道，美国纽约是世界金融中心，而华尔街更是纽约金融界的晴雨表，它是美国经济繁荣的象征。而华尔街的真正大佬就是约翰·皮尔庞特·摩根，发展到今天，摩根财团已经是有百年历史的世界富豪。虽然世界经济几度风云变幻，但是摩根财团的地位并没有动摇，摩根财团有这样的地位，应该首先归功于它的创始人——摩根，因为他，摩根财团才可以叱咤风云，才有了今天的荣华富贵。     

资讯·观点

欧盟RoHs指令正式实施；商务部联合央视启动“品牌万里行”；出口退税改革影响面面观。     

资讯·观点

中美战略经济对话影响深远；中国应对技术性贸易壁垒任重道远；中国本土品牌如何面对“扁平的世界”；     

资讯·外刊

2006年美国投资前景展望，受中国影响，世界经济呈现六大特征，中国资本涌入东南亚     

华府·夜宴：地产品牌的电影联动

2006年8月20日晚上，北京万城华府别墅区内星光璀璨，华谊兄弟传媒集团以及冯小刚导演备受瞩目的巨制《夜宴》电影原声音乐会在这里首次全球公演，同时也标志着亿城集团旗下项目万城华府与中国影视文化业肮母华谊兄弟2006年电影新作《夜宴》的品牌联合自此拉开序幕。     

资讯·外媒

杭州——中国的投资天堂；“中国＋1”新战略；美对华贸易立场趋于强硬；亚洲推动世界经济.     

Marketing for Muggles: The Harry Potter way to higher profits

Mainstream marketing has become so obsessed with rigor, quantification, and scientific rectitude that it has lost sight of the importance of magic, mystery, and imagination. We need to restore the balance somewhat, and the way to do that is to take a look at the boy wizard who has captivated the hearts and minds of readers the world over—and turned marketing on its head.     

Marketing for Muggles: Harry Potter and the Retro Revolution

Given the espoused importance of replications by researchers, there is surprisingly little evidence of its practice or discussion of its importance in the marketing literature. This is both echoed and reinforced by an astounding rareness of published replication research in journals at all levels in the prestige hierarchy. In this article we consider replication as a research strategy using a classic piece of published research (Hirschman 1987) as the backdrop. The article considers the factors that influence the selection of a research strategy and the possible uses of a proposed replication framework by researchers, editors and reviewers. The concept of 'research space' is defined and a framework is developed which delineates three dimensions of replication research. The paper illustrates how these could be changed or kept constant in a research project, again using Hirschman's "people as products" research as the illustrative setting. We conclude by showing how researchers, editors and reviewers alike can use the replication framework in their various enterprises.     

中国汽车品牌路在何方

针对第十届上海国际汽车展上不少专家提出的警惕中国汽车品牌被“边缘化”的问题，中国第一位研究汽车产业的博士后乔梁提出了建设中国汽车品牌的三大战略。     

How brand awareness relates to market outcome, brand equity, and the marketing mix

Combining survey data with real-market data, this research investigates brand awareness from three perspectives. This study examines the relation between brand awareness and market outcome and explores the relation between brand awareness and brand equity. The study also investigates the effects of marketing mix elements on brand awareness. Results reveal consumers' brand usage experiences contribute to brand awareness, implying experience precedes awareness in some contexts. The results also confirm positive association between brand awareness and brand equity. Lastly, the current work demonstrates the importance of distribution and price promotion in building brand awareness in a consumer-packaged goods category.     

How to brand your private labels

Private labels have become ever-more important and are slowly turning into brands of their own. Retailers increasingly offer three-level ‘good, better, best’ private-label programs that include economy, standard, and premium private-label tier goods. For each of these tiers, retailers must decide under what name to brand their private label. They can either assign their store banner name to a private-label tier or go for a unique brand name that is separate from the retailer banner. The purpose of this article is to outline the advantages and limitations of these two branding strategies: store-banner branding versus stand-alone branding. Herein, we also provide a series of recommendations regarding when to use each brand strategy, based on characteristics of the retailer and the environment in which it operates.     

如何让品牌“抗震”——“5.12”震灾引发的思考

5月12日，那个时刻来临时，我正在北京提案；第一反应是：啊!我的提案太有震撼力了；哄堂大笑中，视线中的窗户开始有4—5度的倾斜。     

品牌关系指数模型研究:一个量表开发的视角

The aim of this research is to develop a new evaluation approach based on a brand relationship index model (BRI model), which includes a three stage study on the indicator system; indicator weight; and indicator integration. Based on brand identity theory and interpersonal relationship theory, four-brand relationship participants and three-brand relationship natures are put forward to make up a hypothesis of twelve-dimension brand relationships. Through a series of empirical studies based on exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), a five-dimension structure of brand relationships is obtained, which is the basis of the indicator system. Indicator weight is calculated by the normalization of path coefficients derived from a second order factor analysis of the five dimensions. Indicator integration is based on the Weighted Sum method. Based on these three ingredients, the brand relationship index (BRI) model is developed. According to analysis of data on ten mobile phone brands, the BRI model is tested. Translated from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2006, 2(2): 24–40     

百胜全球餐饮是如何经营品牌的?

美国百胜全球餐饮公司是全球财富500强企业之一,以美国肯德基州的路易斯怀尔为基地在世界各地经营着5个餐饮服务品牌:“肯德基”炸鸡、“塔科-贝尔”、“必胜客”、“艾德熊”和“银质约翰”,它是世界上第二大特许连锁快餐馆集团,旗下拥有的餐馆遍及世界100多个国家和地区,数量超过3万家,其中约2/3分布在美国以外,其每个品牌业务在它们各自的餐馆部类中都是全球领导者。2001年整个集团系统全球销售收入超过220亿美元,净赢利4.9亿多美元。百胜餐饮的经营结构百胜餐饮下属的每一个运营分部从事由传统与非传统的快餐馆经营单位所组成的系统的运…