论品牌营销战略

Brand Marketing Strategy

以品牌认知和品牌活力作为评价品牌的两个维度,构造了品牌类型评价模型,旨在对品牌类型(新品牌/发展品牌/强势品牌/问题品牌)作出科学判断。在此基础衍生了品牌营销战略模型,针对不同类型品牌提出了相应的品牌营销战略决策(品牌培育/品牌推广/品牌扩展/品牌更新)及其战略实施的基本思路与原则对策。

Through the levels of brand recognizing and brand vogue, a brand appraising model can be structured, and this article focuses on scientifically identifying brand type （ new brand/growing brand/powerful brand/defective brand）. Based on these identification, the author builds up a brand marketing strategy model, bring forward the basic thought and principle of brand marketing strategies according to different types of brands.