品牌管理:商业银行的竞争利器

Brand management:the competitive shanpveapon of Commercial Bank

随着金融业的发展和竞争的加剧，金融服务同质化的趋势越来越明显。而商业银行要想在竞争中脱颖而出，立于不败之地，合理有效地引入品牌管理是必然的。卡尔·马克思就在他的光辉巨著《资本论》中，用“光辉产品”(Aurades Products)将品牌产品和非品牌产品区分开来。他提出品牌就是“超越般感觉的感性产品”(Sinnlich Uebersinliches Ding)。

Just as American market export Lorry Light describe that 'Future is the brand competition.Business circle and investors must realize that only brand is the most precious capital in a company. 0 wning the market is more important than owning the factory, the only way to own the market is to own the brand which have market advantage. ' The effect of brand is to promote custom's choice process, make it more valid.When the customer change the service that different commercial bank give them, in order to live easely,simplify the process of policy decision.he always find all kinds of shortcut.