帮写新西兰惠灵顿职称论文-奢侈品品牌管理brand management new zealand thesis
Editor this section brand management of five stages
Since 1931 the P&G Michael Roy put forward brand manager system since, brand increasingly become the main source of promoting enterprise competitiveness. The operation of the industrial demand brought brand management theory research of prosperity. Now, the western brands theory research experiences roughly the following five stages:
(a) brand research phase
· this one phase mainly to the connotation and extension of the brand (such as brand, brand names, define a brand, trademark, etc) to make the standard, and has since become brand marketing theory the hot fields (Light; King).
(2) brand strategy stage
· this one phase began to mention the height of brand management strategy, from the point of view of the brand shaping proposed many strategic brand theory, such as Ogilvy brand image theory (1963), Ries and Trout brand localization theory (1971), Keller and Aaker brand extension of the series, etc.
(3) the brand assets stage
· 80 s occurred frequently brand deal, frequent price war pressure makes the enterprise pay more attention to the brand market value and value, thus promote the brand assets theory research boom. LuTaiHong etc (2000) from the point of view of the conceptual model the brand assets theory research into three categories: financial accounting concept model based on the market, the brand concept model, based on the concept of consumer model. The first kind of achievements for Interbrand and FinanceWorld brand assets evaluation model, the second is the core of literature and Katsanis Pitta of the ninety s brand asset management plan, the third type of important achievements for the brand assets Aaker five-star model (1991), based on consumer brand Keller assets model (1993) and so on.
(4) brand management phase
· to ensure the long-term development of brand assets, the brand has special organization and must be standardized guidelines for management. This stage there appear a large number of works, including Aaker work the management brand assets "(1991) and" the brand leadership "(2000), Kapferer work the strategic brand management" (1992199, 5199), Keller of the same name (1993) and paper work the brand's report card "(TheBrandReportCard, 2000).
(5) brand relationships
· from this one phase began, the brand and the consumer relations (hereinafter referred to as the brand relationship, similarly hereinafter) has become the focus of the study of brand theories, the core of literature including Blackston brand relationship concept model (1992199 5), Fournier brand relationship analysis framework (1994199) and Aggarwal brand relationship between normative research association (2001).
This section of the marketing editor government brand management
The local government to attract foreign capital, performance ambitions, the implementation of "super national treatment", take the "close the door at the dog" strategy lost integrity, the impact of the investment environment, restricted the economic development. Basic reason is the government investment promotion, and just immediate interests, lack of honesty consciousness, brand awareness. On the role of the brand marketing is a pulling power, the brand is the most fundamental economic globalization in the competitive power. Prime minister wen jiabao said: "the famous brand is not only a enterprise economic strength and the market credit the important symbol of the famous brand with how much, or a national economic strength, is a symbol of national overall quality reflect. The world the competition in the future is intellectual property rights of the competition, and focuses on the first-class technology, first-class products. We have to realize national prosperity and from the great rejuvenation of the strategic height of excellent enterprise in China, encourage the striving to create the world's top brand." Enterprise so, the government is also so. Globalization makes t