基于品牌资产模型研究美的品牌的创建

Analysis of Midea Brand Building Based on Brand Equity Model

主要从品牌联想和品质认知这两个品牌资产中的关键维度,分析了美的品牌创建中的成功之处,然后分析了美的品牌创建中的不足,主要包括品牌传播过程中的不一致和品牌关系危机处理不当,并给出了一定的建议.

This paper analyzes the success of Midea in brand building from two key dimensions of brand association and brand perceived quality.Then the article analyzes its shortcomings including inconsistencies in the process of brand communications and unskilled handling of brand relations crisis.Based on these,the article provides some recommendations.