摘要
品牌建设成为企业提升竞争力的一个越来越关键的因素,品牌建设的背后实质是品牌文化的建设。文章讨论了品牌文化的构成,并从企业文化与品牌文化的协同、构建关系型品牌文化和品牌接触点管理三个方面对品牌文化建设进行了阐述。
Brand building is becoming a key factor to enterprises to promote their competition power. The essential of brand building is brand culture building. This article discusses the composing of brand culture and gives some advice which includes the synergy of enterprises culture and brand culture, building relationship- oriented brand culture and manipulating brand contacting point.
出处
《兰州学刊》
2007年第7期152-153,206,共3页
关键词
品牌文化
企业文化
关系
品牌接触点
brand culture
enterprise culture
selationship
brand contacting point
