公益营销在品牌资产模型中的运用

竞争的日益激烈,产品的同质化趋势,使得消费者对品牌的反应越来越不敏感,品牌资产的升级变得举步维艰.公益营销能提升品牌知名度、美誉度,有利于促进品牌联想,树立企业形象,强化品牌忠诚度.中国企业实施公益营销要注重针对性、系统性,以充分发挥公益营销在积累品牌资产、提升品牌价值、优化品牌竞争力等方面的作用.

Application of the Public-interest Marketing in the Brand Capital Model

The increasingly sharp competition and the same quality trend of products make customers more and more insensitive for the brand and the upgrade of brand capital is difficult in taking a step.The public-interest marketing can promote the brand popularity,it is the sharp sword of setting up the brand popularity and the elongation of the brand cognition.It is helpful to promote the brand legend,establish the enterprises' images and strengthen the brand loyalty.The public-interest marketing plays the important...