品牌管理的文化观思考及策略选择

表面上看 ,品牌就是产品的名称 ,但事实上 ,它更多地被注入特定的社会历史条件下人们的价值观念、理想寄托、风俗习惯、民族风情、历史传统等文化内涵。因此 ,在品牌管理中 ,必须重视和提升品牌中的文化内涵。如何以文化锻造品牌 ,挖掘品牌中的文化底蕴 ,恰当而有效地进行品牌的文化定位 ,从而提升品牌的价值 ,是现代品牌管理的核心内容之一 ,也是对品牌的深层次认识。

Cultural Consideration and Tactics Choice of Brand Management

Brand is not only a mark of goods and service, but also a multi dimension concept, a syntheses that a series of inter acted attributes .In fact, brand is infused into value, ideal, customs and habits of a particular social and historical case. How to create a famous brand with culture and how to carry out brand culture-orient is cored content in modern brand marketing and deep comprehension to brand marketing.