摘要
在市场竞争日益激烈的今天,新产品品牌推向市场后能否成为名牌,很大程度上取决于企业的品牌管理水平。结合品牌的象征性形象以及名牌形成过程,详细阐述新产品品牌命名、新产品品牌定位、新产品品牌广告及新产品品牌持续的战略思考,意在为我国企业品牌战略提供较为系统的理论指导。
In this world of intense market competition, the success in rendering a new brand name into a well- known one depends, to a great degree, on the management level of enterprise. This paper, in light of brand name evolution and the image associated with brand name, presents strategic thinking on brand naming, brand orientation, brand advertising and sustainable development of new brand name, with the purpose of providing theoretical guidance for Chinese enterprises.
出处
《武汉科技大学学报（社会科学版）》
2005年第3期13-16,共4页
Journal of Wuhan University of Science and Technology:Social Science Edition
基金
湖北省科技攻关项目(2004AA404B05)
关键词
新产品
品牌
名牌战略
name product
brand name
brand name strategy
