| 品牌激活策略 |
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| 引用本文： | 吴水龙. 品牌激活策略[J]. 南昌航空大学学报, 2008, 10(1): 40-45 |
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| 作者姓名： | 吴水龙 |
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| 作者单位： | 中山大学,广东,广州,510275 |
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| 基金项目： | 江西省高校人文社会科学基金 |
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| 摘 要： | 品牌老化的本质在于其品牌资产的下降，品牌老化也是品牌长期管理中一个不容忽视的问题，品牌激活是解决这一问题、增加品牌资产的主要路径。本文在对品牌激活文献回顾的基础上，主要基于内部品牌管理的角度，从品牌元素激活、品牌体验创新、强化公司品牌和品牌联盟四个方面提出了应对品牌衰退、老化的激活策略。
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| 关 键 词： | 品牌 品牌老化 品牌激活 |
| 文章编号： | 1009-1912(2008)-01-0040-06 |
| 修稿时间： | 2007-04-23 |
The Strategies for Brand Revitalization |
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| WU SHui-long. The Strategies for Brand Revitalization[J]. Journal of Nanchang Institute of Aeronautical Technology(Social Science), 2008, 10(1): 40-45 |
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| Authors: | WU SHui-long |
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| Affiliation: | WU SHui-long (Sun Yat-se n University, Guangzhou , Guangdong 510275,China) |
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| Abstract: | The essence of brand aging lies in the decrease of brand property. Brand aging is a problem which can not be neglected in its long term management and brand revitalization is the main approach to solving the problem and increasing the brand property. This paper, based on internal brand management and complete literature review of brand revitalization, puts forward the relative strategies to revitalize aging brand from the perspectives of brand element revitalization, brand experience innovation, corporate brand reinforcement and brand alliance. |
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| Keywords: | brand brand aging brand revitalization |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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