摘要
产品品牌领导力是由产品品牌实力和产品品牌地位共同构建的。消费者体验在产品品牌领导力的建设中发挥了重要作用。文中从消费者体验出发,讨论了产品品牌领导力的建设的4个阶段:差异性、适合性、尊敬性和信息性阶段,通过调查、建设和评估3个迭代循环的过程,对一个具体品牌产品品牌领导力进行建设,取得了较好的成果。
The purpose of this study was to find out the way of building product brand leadership. The composition of product brand leadership and the important function of customer experience were discussed. The four stages of building product brand leadership were analyzed including differentiation, relevance, esteem and knowledge. It was put forward that the good way to build product brand leadership is the iterative loop of investigation, building and evolution.
出处
《包装工程》
CAS
CSCD
北大核心
2006年第1期190-192,共3页
Packaging Engineering
