从分散到整合:品牌管理的新阶段

From Fragmentation to Integration : New Stage of Brand Management

品牌整合是在企业强调核心竞争能力的背景下应运而生的一种新的品牌管理方法。本文分析了品牌整合的含义，阐述了品牌整合管理产生的历史原因，分析了企业实施品牌整合的措施。文章最后探讨了品牌整合对我国企业的借鉴意义。

Brand integration is a new brand management method. This paper examines the essence of brand integration and the driving forces behind it,and analyzes the implementation skills of brand integration, and finally, points out its implication for China's firms.