江苏企业自主品牌创建与管理的深层次思考  

Deep Thought about the Creation and Management of Corporate Brands in Jiangsu

作　　者：袁燕[1] 

机构地区：[1]常州轻工职业技术学院,江苏常州213164

出　　处：《江苏商论》2012年第4期82-84,共3页Jiangsu Commercial Forum

摘　　要：进入品牌营销时代的江苏经济要走好创新发展之路,需要依赖有自主品牌的本土企业作为支撑,江苏省多数企业急需将品牌提供的超越产品和服务本身利益之外的价值做到最大化,即提升品牌资产价值。江苏企业在自主品牌建设中存在三个方面急待正视的误区:认为做品牌就是做广告、做品牌就是做产品质量、做品牌就是做客观产品;江苏企业应当改进观念认识,把握创建与管理自主品牌资产的根本,在做信号产品和符号产品、明确品牌创建的主要途径、抓好品牌专业化管理等三方面把好关,切实提升企业品牌认同感和品牌形象,真正有效提高品牌资产价值,创建可持续发展的江苏自主品牌。Into the era of brand marketing innovation and development of Jiangsu economy good way to go,need to rely on a large number of independent brands as support local enterprises in Jiangsu Province will be the brand most enterprises need to provide products and services beyond their own interests to do other than to maximize the value of that enhance the brand equity value.Jiangsu enterprises in building their own brands there are three urgent need to address the misunderstanding： that the brand is advertised to do,so the brand is to do quality,so the brand is to make objective product;Jiangsu enterprises should improve the concept of knowledge creation and management of self-grasping brand equity of the fundamental signal products and symbols in the products made clear the main way to brand building,professional management,good job branding the good relations in three areas,and effectively enhance the corporate brand identity and brand image,the real value of the assets effectively to enhance the brand to create their own brand of sustainable development of Jiangsu.

关 键 词：自主品牌 品牌资产 品牌建设与管理 

分 类 号：F713.3[经济管理—产业经济]