Title: The Brand Management under Consumer′s Guidance
Abstract: The arrival of brand economy and aggravating of the brand competition,force every enterprise to be ready for brand management.But when we review the thoughts of brand management in past,we easily find that all of these thoughts are explaining brand management from enterprise′ view which is no longer adapted to the nowadays experience economic situation.Enterprise must transfer the angle of view to consumers,and carry out brand management on the focus of consumers.Starting from consumer's angle,the paper proposes three arrangements in enterprise brand management on the three levels of brand overall contents: brand positioning,brand distinguish,brand maintenance and consolidation,which have a practice significance in the enterprise brand management.
Publication Year: 2007
Publication Date: 2007-01-01
Language: en
Type: article
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