北京服装企业品牌发展之路——品牌文化

Road of Brand Development of Beijing Clothing Enterprises: Brand Culture

本文从战略的角度去理解品牌,将品牌文化作为品牌战略的切入点,提出了北京服装企业品牌发展的对策:即只有从文化的宏观视角塑造品牌,才是一个伟大品牌能够成长并走向成功的必然之路.一个品牌如果没有文化的支持,无异于失去了存在的灵魂.伟大的品牌之所以伟大,并不仅仅是它能够取得大部分顾客的认知,而是它创造了一种文化,一种让顾客可以奉为终生的品牌信仰.

By means of strategy theory and by regarding brand culture as the breakthrough of brand strategy, the brand development strategy of Beijing clothing enterprises was proposed as the way of leading brands to success, which meant molding brands from the macroscopical angle of culture. The significance of culture for a brand was discussed and the successful experience of famous brands was analyzed.