论品牌资产增值的战略战术

On Strategy and Tactics of Building Brand Assets

科特勒营销集团(KMG)总裁米尔勒.科特勒先生为中国企业提出了五条营销指导原则,其中第一条是:将营销战略集中于创造品牌价值。从营销的角度来看,建立品牌资产的具体战略战术包括选择品牌要素、定位、设立营销组合方案、利用次级品牌联想杠杆等。

The president of KMG presented five instructive marketing principles for Chinese enterprises, one of which is ＂concentration of marketing strategy on creating the value of the brand＂. This illustrates brand significance. Concrete strategy and tactics on setting up the brand assets include choosing the key element of brands, positioning, making marketing scheme, utilizing legend＇ s lever of secondary brand and so on. This dissertation mainly discusses how to plan the strategy and tactics of creating the value of the brand.