期刊文献+

品牌资产和企业核心竞争能力 被引量:8

Brand Assets and Core Competence of Companies
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摘要 本文讨论了三个问题,一、品牌是企业的一种资产;二、品牌是企业核心竞争力的一个组成部分;三、要建立一个强有力的品牌,企业要了解消费者,通过建立期望质量来建立品牌忠诚度;企业的高层要亲自参与品牌的建设,把企业的价值、文化和消费者的友好关系建立起来。
作者 张维炯
出处 《上海管理科学》 2002年第1期41-44,共4页 Shanghai Management Science
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参考文献14

  • 1[1]Aaker, A. David (1991), Managing Brand Equity, Free Press,New York, NY.
  • 2[2]Berry, Leonard L (2000), "Cultivating service brand equity", Academy of Marketing Science, Vol. 28, Issue 1, pp. 128 - 137.
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  • 5[5]HBS Press (1999), Havard Business Review on Brand Management, Harvard Business School Press.
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  • 7[7]Maariotto, John (1999), Smart Things to Know about Brands & Branding, Capstone, CT.
  • 8[8]Pringle, Harnish & Marjorie Thompason (1999), How Cause Related Marketing Building Brands, John Wiley & Sons, UK.
  • 9[9]Schemitt, Bernd (1999), Experiential Marketing, The Free Press,New York, NY. Schlevogt, Kai-Alexander (2000), "The branding revolution in China", The China Business Review, Vol. 27, Issue 3, pp. 52 - 57.
  • 10[10]Schreuer, Richard (2000), "To build brand equity, marketing alone is not enough", Strategy & Leadership, Vol. 28, Issue 4,pp. 16- 20.

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