我国企业品牌管理存在的问题及对策

在简述品牌及品牌价值内涵的基础上,以品牌价值评估中的品牌强度因素为核心,分析了我国企业在品牌管理方面存在的求全跟风现象、畸形的广告投资、短视的顾客意识、低级的国际化方式和假冒品牌等问题。探讨了国外成功品牌的管理经验,提出了提升品牌价值的若干建议:提炼品牌核心价值;进行系统持续的品牌投资;培养品牌忠诚;靠文化内涵打造企业的国际化品牌;加大品牌保护力度,确保品牌价值安全等。

Brand Management in Chinese Business and Some Suggestions

Taking factors of brand strength as the core in brand evaluation,some problems found in brand management in Chinese businesses are discussed,such as imitating a well-known brand's every move,abnormal investment in advertisement,shortsighted idea to deal with customers,superficial "internationalization" measures,even imitating directly competitor's products.Analyzing the successful foreign experience of brand management,some measures are suggested to take to upgrade the brand value,including refining the core value of brand,orientating properly one's brand,investing continuously and systematically in brand,cultivating brand loyalty,internationalizing culturally the brand,strengthening brand's protection and ensuring the security of brand value.