品牌战略与竞争优势

A Study on the brand strategy and competitive advantegy

本文回顾了企业竞争优势源泉的演变过程,探讨品牌资产与竞争优势的关系,强调在新的竞争环境中实施品牌战略的重要性及迫切性。

Brand study have continued several years. This paper mainly focuses on how brand strategy affects on a corporation s competitive advantegy and suggest that top managers must devote serious attention to promote brand study.