品牌建设:一个文化视角

Brand Building: A Standpoint of Culture

品牌建设成为企业提升竞争力的一个越来越关键的因素,品牌建设的背后实质是品牌文化的建设。文章讨论了品牌文化的构成,并从企业文化与品牌文化的协同、构建关系型品牌文化和品牌接触点管理三个方面对品牌文化建设进行了阐述。

Brand building is becoming a key factor to enterprises to promote their competition power. The essential of brand building is brand culture building. This article discusses the composing of brand culture and gives some advice which includes the synergy of enterprises culture and brand culture, building relationship- oriented brand culture and manipulating brand contacting point.