品牌授权及其营销传播意义阐释

Brand Authorization and Its Significance to Marketing Communication

品牌授权是一个新兴的产业,也是企业品牌扩展、品牌营销的手段。随着网络、数字化、移动通讯等技术的发展,SNS、微博等新媒体的不断涌现,GOOGLE、亚马逊、当当网、腾讯等电子商务的出现,社会对于个体需求的满足提供模式开始发生变化,体现出"整合"的特性。被工业化社会和大众传播时代所割裂的消费需求的完整性开始"重现","人"成为营销的关键词。据此企业运用品牌授权,不仅仅只是增加品牌知名度,更意味着对特定消费者需求的全方位关注,以及商品或服务的整合性提供。

Brand Licensing is an emerging industry, also as the ways of brand extensions and brand marketing. With the development of Internet, digital, mobile communications technology, SNS, microblog and other new media are emerging, and the emergence of e-commerce, such as GOOGLE, Amazon, Dangdang, Tencent, etc. community delivery model to meet the individual needs had changed and reflected the ＂integrated＂ features. The integrity of consumer demand which had ever been fragmented in industrial society and the mass media era ＂revive＂, ＂person＂ is the keyword of marketing. Brand licensing for an Enterprise is not just the method to increase its brand awareness, but also means the full range of specific attention to the needs of consumers, as well as the aggregate model of goods and services