品牌形象创新的时机选择与方法

The Time Selection & Method of Brand Image Innovation

品牌形象必须具有相对的一致性 ,这是品牌经营和品牌资产积累的内在要求。但是 ,企业经营所面临的外部环境每时每刻都在发生着急剧的变化 ,品牌形象必须对外部环境的变化做出积极的回应。当品牌形象无法反映外部环境的变化时 ,就必须对进行变革与创新。通过对品牌形象一致性的重要性和变革之必要性的分析 ,对品牌形象创新的方法及时机选择进行了有益的探讨。

Brand image must present strong continuity in order to simplify the brand management and increase the brand equity.But the fast changing environments call for the brand image innovation inevitably.The article analyses the importance of the brand continuity and necessity of brand transformation,as well as the time selection and tactics of the brand innovation.