客车品牌建设须分三步走  

作　　者：纪立俊 

出　　处：《时代汽车》2007年第9期110-112,共3页Auto Time

摘　　要：美国可口可乐公司的老板曾经说过:可口可乐哪怕被一把火烧掉,我们照样是亿万富翁,最重要的无形资产一—"可口可乐"品牌只要没有被毁掉,凭借"可口可乐"我们就能快速重生。品牌不仅成为企业或产品走向市场、走进消费者的桥梁与纽带,也成为企业抗拒风险、化解风险的利器。American Coca-Cola company＇s boss said if Coca-Cola was even burned, we are still billionaires. Coca- Cola brand, the most important intangible asset, is not destroyed. By virtue of the ＂Coca-Cola＂, we will be able to rapidly revive. Brand can become bridge and link between enterprise and products entering to market and consumer. It also becomes the edge tool disputing against risk and resolving risk.

关 键 词：品牌建设 可口可乐公司 客车 无形资产 消费者 企业 风险 老板 

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