消费者导向品牌管理

文章从消费者的角度出发,在品牌整体内涵的三个层次上运用体验式营销指出企业品牌管理的三项工作：品牌定位、品牌识别、品牌维护和巩固,对企业的品牌管理具有重要的实践意义。

The Brand Management under Consumer's Guidance

The arrival of brand economy and aggravating of the brand competition,force every enterprise to be ready for brand management.But when we review the thoughts of brand management in past,we easily find that all of these thoughts are explaining brand management from enterprise′ view which is no longer adapted to the nowadays experience economic situation.Enterprise must transfer the angle of view to consumers,and carry out brand management on the focus of consumers.Starting from consumer＇s angle,the paper proposes three arrangements in enterprise brand management on the three levels of brand overall contents： brand positioning,brand distinguish,brand maintenance and consolidation,which have a practice significance in the enterprise brand management.