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Paper代写:Brand management

2018-10-08 | 来源:51due教员组 | 类别:Paper代写范文

下面为大家整理一篇优秀的paper代写范文- Brand management,供大家参考学习,这篇论文讨论了品牌管理。品牌,指的是一个名称、符号或设计,或者是它们的组合,其目的是识别某个销售者或某群销售者的产品或劳务,并使之同竞争对手的产品和劳务区别开来。品牌不是单一的某个方面的概念,而是一个整体的概念,是所有因素的总和,所以品牌管理应是全方位的管理。品牌管理的整合性还体现在处理同一系列品牌之间的相互关联及影响,使之配合公司的核心能力,具有价值衍生的潜力。

Brand management,品牌管理,英国论文代写,论文代写,paper代写

A brand is a name, noun, symbol, or design, or a combination thereof, which is intended to identify and distinguish the product or service of a seller or group of sellers from that of a competitor; It is an intangible asset that brings premium and value-added to the owner. The most lasting meaning and essence of a brand are commercial terms formed by its value, culture and personality. After the brand is registered, a trademark is formed. Of course, brand is also the result of long-term efforts of enterprises. Value includes user value and self-value. Brand awareness, reputation and popularity are the self-value of the brand. Since the industrialization production of large-scale mass, across regional and even global chain, the enterprise brand construction and enterprise is a specific name, symbol, or design, or their combination is applied, more important is through the brand to deliver consumer interests focus on functional and emotional benefits, value, culture and personality. In today's changing, information developed in the environment of market economy, tens of thousands of consumers every day contact with goods and information, is the enterprise brand reputation effect help, make consumers in the wide variety of choices for the preference of our products, to become loyal users, and consumption of the products or accepting services enterprises, to achieve stable profits of enterprises. Without a well-known brand, it is difficult for an enterprise to gain the trust of consumers in the fierce market competition, and it needs to spend more sales expenses or time to promote its products. Even if it is difficult to be trusted, its products or services are unmarketable, thus affecting the normal production and operation of the enterprise. Therefore, no matter for manufacturing enterprises or service enterprises, brand is the core of enterprise development, "brand is the soul of the enterprise." As larry light, an American marketing expert, notes: "owning the market is more important than owning the factory. The only way to have a market is to have a dominant brand. "" the product is what the factory produces, and the brand is what consumers buy.

With the gradual development of China's economy, people also put forward higher demands for the quality of life, in the milk as a high-end consumer goods, rapid development in all parts of the country, the market competition is increasingly fierce, has poured into the strong international brand, founded in 1993, Inner Mongolia yili dairy companies were able to in a short span of a few years' time the meteoric rise of the uptick in sales. Inner Mongolia is a natural pasture where cows and sheep can be seen in the windblown grassland. After the in-depth cooperation between yili and ogilvy company, yili takes "yili, the natural feeling in the city" as its brand positioning, and the slogan "the natural pasture of the heart" gradually penetrates into people's mind. Today yili has been recognized as a dairy giant, a leading brand. Yili has achieved such brilliant achievements. Although its brand myth is related to the careful communication of ogilvy group, the world's largest integrated communication enterprise, the most essential is its unique resource advantages, excellent product quality and continuous meeting of consumers' demands.

Throughout modern commercial economy, was once renown brand everywhere: such as qin chi, ChunDou, three, or even lamentable nanjing crown garden, once the brand is vigorous, but the brand construction is a long and lasting process, short-term point of commercial behavior ultimately difficult to resist the economic tide baptism. Such as qin chi, in the process of brand construction, high quality products, neither nor for superior competitors operating profit model, in the short term marketing onto, produced the growth of geometric multiples, however desperate again in order to be able to meet consumer demand, and the rapid development of the downstream production line, the resulting up fast fall too fast result. There are also some places where enterprise crisis management is lacking: the external market information is changing, not only for others, but more importantly for enterprises, and enterprise leaders lack crisis awareness. After the negative news reports in the media, I failed to find my mistakes in time and even went to the wrong place, which finally led to the fact that the company was attacked and spurned by the public like a rat crossing the street. The market is always right, and things tend to go back to basics. A once trusted well-known brand, why the moment to the other end of the scale, from the surface, those sudden death of the brand is to be killed by a soft knife, water can carry the boat can also overturn the boat. However, reflecting on their behavior, their decline is the choice of the market, as well as the process of qualitative change caused by quantitative change. Their behavior is discredited to consumers and deviated from the value required by the market.

No core technology, no brand edge. For the internal enterprise, a professional team is needed to take charge of this work, and for the external enterprise, a professional brand management company is needed to assist in the planning of this work. Brand building managers should not only care about the development, production and sales of new products, but also about the technical development of products and product lines. The responsibility of the brand construction manager is mainly to make product development plan and organize implementation, determine product management and competitive strategy, collect information about the brand products constantly, initiate product improvement to adapt to the changing market demand, guarantee product quality and enhance the core competitiveness of the brand. Dr. Milan, a famous American quality management expert, believes that "quality is the key to the brand's market door and the core of brand operation". Perhaps the core technology of the brand is not only the technology itself, but also the constant innovation.

Brand is not a single concept of a certain aspect, but a whole concept, is the sum of all factors, brand management should be a comprehensive management. Advertising is an important way to establish a brand. It is difficult to guarantee the healthy development of a brand by relying solely on the guidance of advertising. Effective brand management also involves various functional departments running through the whole business process of the enterprise, such as making decisions, commitments and actions in various links of the value chain such as procurement, production, research and development, logistics, marketing, sales and service. The integration of brand management is also reflected in dealing with the interrelation and influence of the same series of brands, so as to make them match with the company's core ability and have the potential of value derivation. Each brand has a clear role to play, interacting with other brands and forming an integrated force.

Brand management cannot be a short-term project, and needs persistent development. Popularity can be quickly established, but to obtain a lasting reputation and to form a firm brand loyalty, must be persistent investment and tireless efforts. Economic development has entered the era of brand competition. In a market economy full of commercial competition, a product must find its place in the full world of goods, be familiar to consumers, recognized and accepted, and then form a consumption goal, which requires continuous efforts to be formed. Brand to own intrinsic product quality, performance, adaptability to market request, also need to business promotion, good public relations support as well as to the brand construction of continuous operation, however, an incident occurs in the brand construction and the emergence of the atypical events, namely brand crisis, in the brand crisis exist or occur need timely corrective or remedial brand construction team, to eliminate the disadvantageous factors of brand building, brand in order to reduce unnecessary losses.

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