全球品牌的口碑传播路径与关键因素研究——以Canada Goose为个案

Research on Word-of-Mouth Communication Pathways and Key Factors of Global Brands——Case Study of Canada Goose

加拿大服装品牌Canada Goose创建58年来,主要借助口碑传播等低成本手段推广品牌,并在2010年后成长为全球知名品牌。在其发展的不同阶段,不仅口碑内容、传播路径和关键因素均有差异,而且口碑传播自身亦从唯一的沟通方式演变为品牌传播的一个组成部分。

Canada Goose, a Canadian brand, has been promoted mainly by low-cost tools such as word-of-mouth communication since it was established 58 years ago, and it has become a world-wide famous brand recently. The contents of word-of-mouth, the communication pathways and key factors dif ered in the dif erent stages of brand development. What＇s more, it has been changed from being the sole way into being one part of the whole structure of brand communication.