Title: New ideas to brand management:the strategies of brand life cycle
Abstract: A brand,to an enuerprise,is a core as well as an intangible asset.So the brand management is more important than the enterprise itself,because the market competition of daily homogenized products is mainly for brand competition.Yet Chinese enterprises don't take into great consideration of the brand management.This paper,from brand establishment,brand growth,brand loyalty and brand degeneration,tells the reader how to take some strategies in the development of enterprises and how to manage and protect a brand.As customers' attitude and cognition are different to various stages of brand life cycle,enterprises should adopt some corresponding brand strategies to impel brand development.
Publication Year: 2006
Publication Date: 2006-01-01
Language: en
Type: article
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