摘要
对企业常用的六种品牌策略的优缺点进行了概括性阐述,其中每一种品牌策略都有成功的案例。通过分析认为,企业应根据自己的实际情况,采用适合自己的品牌策略,以创建自己的名牌。
This paper summarizes the merits and demerits of six popular brand-building strategies in enterprises, each of which has worked in one or a number of cases. It suggests that, in the process of brand-building, serious consideration should be given to the actual conditions of the enterprise so that the most effective strategy would be adopted.
出处
《武汉科技大学学报（社会科学版）》
2006年第6期56-58,共3页
Journal of Wuhan University of Science and Technology:Social Science Edition
基金
湖北省科技攻关项目(编号:2004AA404B05)
关键词
品牌
品牌策略
品牌定位
brand
brand-building strategy
brand orientation
