品牌管理中的“变与不变”

随着竞争的加剧,企业之间的竞争已不仅仅是产品或技术的竞争。越来越多的企业已经意识到品牌对增强企业市场竞争力的重要性。中国企业因缺乏相关经验而在品牌管理上呈现混乱现象。本文从“变”与“不变”两个方面来论述中国企业在品牌管理上应如何操作,指出品牌核心价值是要恒定坚持的,而营销传播活动是可以围绕核心价值作适当变化的。

The Variability and Invariability of Brand Management

Since the competition is becoming furious, the competition between enterprises is not only in product or technology. More and more enterprises realize the importance of brand for strengthening the market power of an enterprise. There is a chaos in brand management in Chinese enterprises because of lack of experience. The text sets forth how to operate in brand management from two aspects that is variability and invariability. And it points out that core value of brand should be insisted on firmly and marketing and spreading activities could have some proper change according to the core value.