品牌管理

品牌管理
重要的模型设计了Leo Burnett品牌咨询公司已经表示如图1所示。要指出的是,品牌的本质被认为是集中或品牌的主要推力的整个范围的努力。这个品牌已经被解释为本质是一个函数的协调整合四大维度即产品或服务的功能、来源、企业个性或公司的公众形象以及竞争对手的差异化特征。品牌的本质是强大的和品牌的力量会很高,只有当所有的维度的支持以及互补协调一致的方式。一个薄弱环节的存在在这个完整的框架足以创建混乱以及不当的沟通在消费者的思想和公司的意图(Randall杰弗里,2001)。品牌管理是一门学科,应该关注这些维度协调和综合的方式,以确保一致性的信息,向公众传播。
品牌管理
On account of the diversity and strategic importance of the field, various models of branding have been developed. One such important model has been designed by Leo Burnett Brand Consultancy as has been represented in Figure 1. It is to be noted that the Brand’s essence has been regarded as the centre-point or the primary thrust area of the entire gamut of branding efforts. This brand essence has been construed to be a function of the coordinated integration of the four major dimensions namely the functions of the product or the service, the source, the corporate personality or the public image of the Company as well as differentiating characteristics from the competitors. The essence of a brand would be powerful and the brand power would be high only when all the dimensions support as well as complement each other in a consistently coordinated manner. The presence of one single weak link in this complete framework is sufficient to create confusion as well as improper communication amongst the consumers’ minds and the company’s intents (Randall Geoffrey, 2001). Brand Management is a discipline that should focus on all these dimensions in a coordinated and integrative manner so as to ensure that there is consistency in the message that is transmitted to the general public.