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21世纪的组织只有依靠品牌 竞争(二)
Post by hotelvi, 2018-4-28, Views:(二)第二种观点:品牌属于消费者
然而,仅仅认为“品牌属于企业”会给企业的品牌经营带来很大的麻烦。每年,大量的
企业都会在广告、公关、促销等方面投入大量资金来打造品牌,但很多企业出现了由于品牌
建设费用过高而负债累累的现象。一些专家和学者指出“品牌不属于企业,而是属于消费者”。
例如,“广告教皇”大卫•奥格威(I)avid()giIvy)说“品牌存在于消费者的认知里”;联合利华的前董事长迈克尔•佩雷直接指明“消费者拥有品牌”;营销学者科波一瓦尔格雷(Cobb-Walgren)、努贝尔(Ruble)和唐苏(Donthu)等人指出,“品牌是一个以消费者为中心的概念。如果品牌对消费者而言没有任何意义,那么它对于投资者、生产商或零售商也就没有任何意义了”。链接材料l一1很好地说明了这一点。
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Tags: 21世纪的组织只有依靠品牌 竞争(二)
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