区域品牌能级与区域自主品牌群发展

Regional Self-owned Brand Cluster's Development Based on the Brand Energy Level

根据品牌实力、品牌前景、品牌扩散力三项指标,可以评价区域内不同品牌的能级。而由于区域内自主品牌群具有非均衡发展和梯度扩散的特征,要促进区域内整个品牌群系统效应的发挥,就须针对不同能级层次的品牌实施不同的发展策略:重点扶持高能级品牌,提升品牌竞争力,吸引优势资源;构建品牌交流平台,促进较低能级品牌的成长;注重品牌系统生态化,整体提升区域品牌竞争力。

Three dimensions for assessing the energy level of different brands in a region are brand strength, brand prospect and brand diffusion power. As the self-owned brand cluster is characterized by imbalanced development and gradient diffusion, the promotion of influence of the whole brand cluster system depends on what developmental strategies should be adopted for brands at different energy levels. Efforts should be made to provide strong support to brands at the high energy level so as to improve brand competitive edge and attract superior resources. Brand exchange platform should be set up to promote brands at the low energy level. Brand ecosystem should be improved so as to raise the competitive edge of brands in the whole region.