Brand death: A developmental model of senescence

Drawing on literature underpinning brand management in marketing, product life cycles in economics, fads in sociology and aging in biology, this paper argues that brand demise is inevitable and not necessarily caused by managerial incompetence. Rather, this demise is a natural part of a brand's developmental process, instigated by consumers seeking to satisfy not only their material needs (constitutive utility), but also their self-image (symbolic utility). This paper presents a model of brand senescence to explain this phenomenon and concludes with a discussion of the implications for managerial practice and marketing theory.     

论房地产品牌创建的误区

文章通过分析我国房地产品牌创建的误区，切实提出了创建房地产品牌的相关建议。     

Using linguistics for creating better international brand names

International product sales are increasingly important for most companies. As a result, cross-border brand naming is becoming a significant marketing issue. This article describes linguistic assets such as phonetics (sounds), etymology (roots of words) and rhetoric (persuasive discourse) and proposes a comprehensive framework for analysing how these linguistic assets transfer (or do not transfer) to a number of target linguistic contexts. Using this analysis, managers should follow the ‘Joyce principle’ and attempt to build meaningful brand names across languages, thus adding value to their global brand names.     

基于品牌生态位的小微企业品牌战略研究

小微企业在经济发展中有不可替代的作用,它是大企业产生和经济发展的坚实基础。小微企业的品牌建设状况决定了企业的发展状况。但在激烈的市场竞争环境中,小微企业的品牌建设举步维艰。从品牌生态位的视角看,可以从品牌定位差异化、品牌创新动态化、利基市场专业化和品牌成长集群化四个方面建设小微企业的品牌。本文的创新点在于,小微企业品牌战略创新应注意品牌的"态"即地位,又要注意品牌的"势"即潜力,"态势"关系需关注。     

高科技企业品牌战略的困境与思考

随着国际竞争的加剧,高科技产品之间的差异开始缩小,高科技企业仅凭技术优势和过硬的产品质量已经无法使自己标新立异并吸引消费者。如何找到品牌和市场之间"永恒"与"变化"的契合点,实现高科技品牌和消费者之间"理性"与"感性"的动态平衡成为企业面临的难题。     

产品召回为何“弄巧成拙”——企业利益相关者的交互满意影响机制探究

本研究基于利益相关者理论和危机管理相关理论,构建产品召回中企业与利益相关者互动的机制模型,分析召回中企业的多个利益相关者满足的形成及其影响,并通过中国市场上的召回案例加以验证。研究发现,企业利益相关者对召回的满意决定了召回的结果,而满意产生于利益相关者对企业策略的预期与实际感知策略的差异。不同利益相关者的满意之间存在交互影响。     

产品伤害危机下消费者—品牌关系断裂研究

产品伤害危机对消费者—品牌关系产生深刻影响。消费者—品牌关系断裂经历衰减、恶化、脱离和终止的演化过程。在断裂过程中,消费者的心理发生变化,对品牌产生不同的情绪反应和行为反应。在产品伤害危机下,消费者—品牌关系断裂的实质是消费者对品牌的认知、情感和行为产生消极变化的过程,这个变化过程受到促进因素和延缓因素的影响。     

有线电视台的经营创收策略——以江苏有线电视台为例

江苏有线电视台筹建之初(1994年4月～2001年6月)开办经费仅30万元,一度靠筹措的800万元维持运转.江苏有线台依托文体频道、影剧频道及《东方文化周刊》经营创收,其经营创收策略在于制造品牌、维系品牌和发展品牌,以此为指导思想,创办《非常周末》、《地球村》等品牌栏目.重视大型活动和受众工作,尝试广告代理和商业运作,将其纳入经营创收的统一规划,以扩大品牌的知名度、影响力和美誉度,变小作坊式的分散经营为有集约、规模效应的社会化大合作.1995年还清借贷,1996年创收2000万,1997年创收3000多万,1998年创收6000多万,1999年创收8000万.2000年创收1.8亿元,江苏市场占有率55％,位居全国省级有线媒体前三名,与江苏电视台旗鼓相当.     

Rejoinder to commentary on Chien, Cornwell, and Pappu (2010): Advancing research on sponsorship portfolio effects

This article responds to the issues Bibby (2010) raises in his recent commentary essay on Chien, Cornwell, and Pappu (2010). The rejoinder focuses on brand meaning's definition, measurement, construct delineation and operationalization, and cautions against outright rejection of Aaker's (1997) brand personality scale applied to the sponsorship context. Further, criticism by Bibby of employing Aaker's scale in Australia seems unwarranted given similarities in cultural values between Australia and the United States. Bibby (2010) also questions the legitimacy of event personality fit effects but the questions potentially misinterpret the construct used by Chien et al. (2010). While this rejoinder admits to the challenges of brand personality measurement, theory-testing goals of Chien et al.'s (2010) research are not compromised by the measures employed.     

中国旅游企业集团化的探讨

随着旅游企业间的竞争越来越激烈,单一的旅游企业已经很难再与国际旅游企业集团相抗衡,这就迫切需要中国旅游企业进一步实行集团化,以便更有效地打入国际市场.