"Strategic brand management" is
derived from a marketing scholar called Kevin Killer. Its main point is to meet
the needs of the consumer, improving consumer’s perception and experience of
the products’ value through the brand strategy implementation so as to improve
the brands’ influence as well as the value of their asset.
Brand is a kind of symbol of complexity,
which is the integration of factors like property of commodity, name,
packaging, price, history, reputation, advertising and so on. In contemporary
society, the brand and its significance may be more perceptual and
experiential. It is usually associated with the idea and the spirit which the
brand represents. It also shows the relationship between the consumers and the
enterprises’ products or services.
Therefore, factors that may affect the
brand are divided into two categories: tangible and intangible.
Tangible factors, as the name suggests, are
something that we can see and feel. The quality of the product, packaging,
price, etc. all belong to this category; Intangible factors, however, is
relatively abstract. Brand image and enterprise culture are two examples of
this category.
SUN Jiawei
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