品牌管理的关键——品牌价值的培育  

The Key to Brand Management Is Cultivation of Brand Value

作　　者：孙玉贤[1] 

机构地区：[1]武汉冶金管理干部学院工贸系,湖北武汉430081

出　　处：《武汉冶金管理干部学院学报》2004年第4期7-10,共4页Journal of Wuhan Metallurgical Manager's Institute

摘　　要：品牌管理是一个系统工程 ,品牌价值的培育是管理的重心。品牌价值实际上是消费者心理价值的体现。国际通行的品牌价值评估模式 ,为品牌价值的培育提供方向。品牌的核心价值即品牌的个性。凸显核心价值的品牌整合传播 ,有利于提升品牌的市场竞争力。The brand management is a system project. The center o f management is to cultivate brand value which is the reflection of the customer 's psychological value actually. The current international brand value assessmen t mode offers the direction for cultivation of the brand value. The core value o f brand is its individuality. The integrated communication to protrude the core value of brand helps to promote the market competitiveness of the brand.

关 键 词：品牌 品牌价值 核心价值 整合营销传播 

分 类 号：F273.2[经济管理—企业管理]