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onclick="$('html,body').animate({scrollTop:$('#pos_commentlist').offset().top-110},{duration:300});" title="评论"><i class="iconfont icon-pinglun2"></i> 评论</a> <a target="_blank" href="https://vip.cn10.cn/fabu/zhishi/"><i class="iconfont icon-xinxifabu"></i> 发布</a> <a target="_blank" href="https://vip.cn10.cn/fabu/jiucuo/"><i class="iconfont icon-fankui"></i> 纠错/删除</a> <a target="_blank" href="https://www.bang.cn/relief/"><i class="iconfont icon-banquan"></i> 版权声明</a> </span> <i class="iconfont icon-chakan1"></i> <span count="attention">0</span> </span> </div> </div> </div> </div> <div class="articlecont specialcont"> <div class="pagecolor26" id="t_container"> <div id="modellist-826187" class="md_9999 modelbox mod_title tleft" model-fun="BindLinkTop"> <div class="mod_body"> <div style="text-align:center;"> <img src="https://image.maigoo.com/upload/images/20180412/16133484325_940x450.jpg" alt="企业品牌" width="940" height="450" title="企业品牌" align="" /><br/> </div> </div> </div> <div id="modellist-826188" class="md_4016 modelbox tleft" model-fun=""> <div class="mod_body"> <div class="mod_cont bdcolor-q line18em font14 p"> <i class="bdcolor-q ltscale"></i> <span style="line-height:2em;color:#333333;">品牌是企业最重要的无形资产，近年来，一些意识超前的企业纷纷运用品牌战略利器，取得了竞争优势并逐渐发展壮大，从而确保企业的长远发展。在科技高度发达、信息快速传播的今天，产品、技术及管理诀窍等容易被对手模仿，难以成为核心专长，而品牌一旦树立，则不但有价值并不可模仿。</span><span style="line-height:2em;color:#333333;"></span> </div> </div> </div> <div id="modellist-826205" class="md_9999 modelbox mod_title tleft" model-fun="BindLinkTop"> <div class="mod_body"> <div class="mod_tit1" style="text-align:center;width:100%;font-family:微软雅黑;font-size:20px;height:100px;line-height:100px;font-weight:bold;padding:0px 0px;overflow:hidden;background:url(https://image.maigoo.com/upload/images/20161119/10125547633_940x150.jpg) 50% 50% no-repeat;"> <span>品牌概念介绍</span> </div> </div> </div> <div id="modellist-826190" class="md_4015 modelbox tleft" model-fun=""> <div class="mod_body"> <div class="mod_cont bdcolor"> <div class="mod_border bdcolor line18em font14 p fcolor26"> <p>品牌简单地讲<span style="line-height:2em;">是指消费者对产品及产品系列的认知程度，是人们对一个企业及其产品、售后服务、文化价值的一种评价和认知，是一种信任。</span></p> <br/> <p><strong>1、品牌是</strong><span style="line-height:2em;"><strong>什么</strong></span></p> <br/> <p>① 英文是：<span style="line-height:2em;">“brand”；</span></p> <p>② 是企业/商<span style="line-height:2em;">品对接触人群的综合标示，是企业的无形资产；</span></p> <p>③ 既包含实体<span style="line-height:2em;">，如企业名称、商标标志等；也含非实体，如口碑等；</span></p> <p>④ 是企业对消<span style="line-height:2em;">费者的质量承诺，又是消费者对企业的忠诚度；</span></p> <p>⑤ 品牌培育需<span style="line-height:2em;">要投入大量时间精力；</span></p> <p>⑥ 品牌蕴涵情<span style="line-height:2em;">感价值，可以使产品增值。</span></p> </div> </div> <div class="clear"></div> </div> </div> <div id="modellist-826285" class="md_4015 modelbox tleft" model-fun=""> <div class="mod_body"> <div class="mod_cont bdcolor"> <div class="mod_border bdcolor line18em font14 p fcolor26"> <p><strong>2、品牌五</strong><span style="line-height:2em;"><strong>阶段</strong></span></p> <br/> <p>① 第一阶段：用<span style="line-height:2em;">户接触认识产品（品牌）；</span></p> <p>② 第二阶段：通<span style="line-height:2em;">过产品设计、产品服务喜欢上品牌；</span></p> <p>③ 第三阶段：对品<span style="line-height:2em;">牌信任度忠诚度开始出现；</span></p> <p>④ 第四阶段：对周围<span style="line-height:2em;">人群产生影响与互相影响（口碑效应）；</span></p> <p>⑤ 第五阶段：成为某<span style="line-height:2em;">类人群的时尚行为/心理暗示/身份象征/精神满足/情感需求/价值象征。</span></p> </div> </div> <div class="clear"></div> </div> </div> <div id="modellist-826251" class="md_1009 modelbox tcenter" model-fun="load1009"> <div class="mod_body"> <div class="mod_cont " pagenum=""> <table cellpadding="1" cellspacing="1" border="0" class="mod_table table1 fcolor30"> <tr class=" md_ttl md_tr font16 bgcolor-s"> <td class="md_td"><span style="color:#333;">第一提及认知</span></td> <td class="md_td">尝试购买</td> <td class="md_td">忠诚度</td> <td class="md_td">价值象征</td> </tr> <tr class="md_tr font14 bgcolor"> <td class="md_td">品牌识别</br>（无提示认知）</td> <td class="md_td">购买的必要性</br>和重要性</td> <td class="md_td">经常购买</br>喜欢品牌</td> <td class="md_td">荣耀身份</br>品位</td> </tr> <tr class="md_tr font14 bgcolor-s"> <td class="md_td">品牌识别</br>（有提示认知）</td> <td class="md_td">从产品服务</br>到信息了解</td> <td class="md_td">品牌特性</br>吸引力</td> <td class="md_td">精神满足</br>情感需求</td> </tr> <tr class="md_tr font14 bgcolor"> <td class="md_td">认知</td> <td class="md_td">了解/确信</td> <td class="md_td">喜好</td> <td class="md_td">口碑/身份</td> </tr> </table> </div> </div> </div> <div id="modellist-826192" class="md_4015 modelbox tleft" model-fun=""> <div class="mod_body"> <div class="mod_cont bdcolor"> <div class="mod_border bdcolor line18em font14 p fcolor26"> <p><strong>3、消费者对品</strong><span style="line-height:2em;"><strong>牌的态度</strong></span></p> <br/> <p>当代市场学权威<span style="line-height:2em;">菲利普·科特勒所著的《营销管理》一书中认为：“各种品牌在市场上的力量和价值各不相同。”他把消费者对品牌的态度分为五种程度。</span></p> <br/> <p>① 不分品牌<span style="line-height:2em;">的购买；</span></p> <p>② 对具有一定<span style="line-height:2em;">知名度品牌的购买；</span></p> <p>③ 对具有相当接<span style="line-height:2em;">受度的品牌的购买；</span></p> <p>④ 对具有偏好度<span style="line-height:2em;">的品牌的购买；</span></p> <p>⑤ 对具有高度忠诚<span style="line-height:2em;">度的品牌的购买。</span></p> <br/> <p>可见，国外对品牌也<span style="line-height:2em;">不是泛泛而称，而是分级别的，把好的品牌为“good brand, strong brand”，直至“top brand”。品牌并不天然地含有高的知名度和美誉度，只有在它通过公司努力在消费者中获得较高程度的品牌忠诚度、偏好度和知晓度时，才能成为较好的品牌；只有在它获得最高程度的品牌忠诚度、偏好度和知晓度时，才能成为顶级品牌。</span></p> </div> </div> <div class="clear"></div> </div> </div> <div id="modellist-826208" class="md_9999 modelbox mod_title tleft" model-fun="BindLinkTop"> <div class="mod_body"> <div class="mod_tit1" style="text-align:center;width:100%;font-family:微软雅黑;font-size:20px;height:100px;line-height:100px;font-weight:bold;padding:0px 0px;overflow:hidden;background:url(https://image.maigoo.com/upload/images/20161119/10125547633_940x150.jpg) 50% 50% no-repeat;"> <span>品牌的核心价值在哪儿</span> </div> </div> </div> <div id="modellist-826194" class="md_4015 modelbox tleft" model-fun=""> <div class="mod_body"> <div class="mod_cont bdcolor"> <div class="mod_border bdcolor line18em font14 p fcolor26"> <p>品牌价值是品牌管理要素中最为核心的<span style="line-height:2em;">部分，也是品牌区别于同类竞争品牌的重要标志。迈克尔·波特在其品牌竞争优势中曾提到：品牌的资产主要体现在品牌的核心价值上，或者说品牌核心价值也是品牌精髓所在。</span></p> <br/> <p><strong>1、产品或企业核心价</strong><span style="line-height:2em;"><strong>值的体现</strong></span></p> <p>品牌是用户加了记忆商<span style="line-height:2em;">品的工具，不仅要将商品销售给用户，而且要使消费者或用户通过使用产品加了产生好感，记住产品，喜欢产品，从而重复购买，形成品牌忠诚。忠实用户不断将自己的使用心得分享给其他消费者，逐渐形成口碑效应。品牌逐渐成为工作、生活、感情的一部分，离开不得。</span></p> <br/> <p><strong>2、识别商品的</strong><span style="line-height:2em;"><strong>分辨仪</strong></span></p> <p>品牌的建立是由<span style="line-height:2em;">于竞争的需要，用来识别各个销售者的产品特征。品牌设计应具有加了独特性、有鲜明的个性特征，代表本企业的特点。同时，互不相同的品牌各自代表着不同的口碑、品质、不同质量、不同服务，可为消费者或用户购买、使用提供借鉴。通过品牌人们可以认知产品，并依据品牌选择购买。</span></p> <br/> <p><strong>3、产品质量和信誉</strong><span style="line-height:2em;"><strong>的保证</strong></span></p> <p>企业设计品牌、创建品牌，培养品牌的目的是希望此品牌能变为名牌，于是在加了产品质量上下功夫，在加了售后服务上做努力。同时品牌代表企业，企业从长远发展的角度必须<span style="line-height:2em;">从产品质量上下功夫，特别名牌产品、名牌企业、于是品牌、特别是知名品牌就代表了一类产品的加了质量档次，代表了企业的信誉。</span></p> <br/> <p><strong>4、企业的“摇</strong><span style="line-height:2em;"><strong>钱树”</strong></span></p> <p>品牌以质量取胜，代表着品质、服务、口碑，有一定的知名度、信任度、追随度，品牌常附有文化、情感内涵、价值象征，一定程度上代表着潮流时尚、身份地位，品牌给产品增<span style="line-height:2em;">加了附加值，企业可以为品牌制定相对较高的价格，获得较高的利润。</span></p> </div> </div> <div class="clear"></div> </div> </div> <div id="modellist-826209" class="md_9999 modelbox mod_title tleft" model-fun="BindLinkTop"> <div class="mod_body"> <div class="mod_tit1" style="text-align:center;width:100%;font-family:微软雅黑;font-size:20px;height:100px;line-height:100px;font-weight:bold;padding:0px 0px;overflow:hidden;background:url(https://image.maigoo.com/upload/images/20161119/10125547633_940x150.jpg) 50% 50% no-repeat;"> <span>品牌设计与包装的要点</span> </div> </div> </div> <div id="modellist-826196" class="md_4015 modelbox tleft" model-fun=""> <div class="mod_body"> <div class="mod_cont bdcolor"> <div class="mod_border bdcolor line18em font14 p fcolor26"> <p>当今世界已然进入到品牌竞争的时代<span style="line-height:2em;">，而品牌设计也成为人们常挂在嘴边的时髦词汇。有人统计说企业每投在品牌形象设计上1美元，所获得的收益是227美元。如此诱人的投资回报率，无怪乎企业界对品牌设计趋之若鹜。那么，如何进行品牌设计才能获得好的效果呢？</span></p> <br/> <p><strong>1、品牌故事与历</strong><span style="line-height:2em;"><strong>史背景</strong></span></p> <p>可以加深用户对品<span style="line-height:2em;">牌的认识和记忆，悠久的历史让品牌符号清晰。</span></p> <br/> <p><strong>2、品牌VI视觉识</strong><span style="line-height:2em;"><strong>别系统</strong></span></p> <p>LOGO、内外包装<span style="line-height:2em;">等要区别于竞争对手，精致清晰、颜色风格统一、设计风格具有连贯性。</span></p> <br/> <p><strong>3、企业</strong><span style="line-height:2em;"><strong>荣誉</strong></span></p> <p>企业所获荣誉、<span style="line-height:2em;">奖项等可以有效提升消费者对品牌的认可度。</span></p> <br/> <p><strong>4、产品性能</strong><span style="line-height:2em;"><strong>优越性</strong></span></p> <p>把产品质量放<span style="line-height:2em;">在第一位，应突出技术、工艺的领先性等优势。</span></p> <br/> <p><strong>5、易用性、</strong><span style="line-height:2em;"><strong>人性化</strong></span></p> <p>从企业网站设<span style="line-height:2em;">计到产品设计/操作应该简单易用、流程清晰、操作合理。</span></p> <br/> <p><strong>6、销售队伍、营</strong><span style="line-height:2em;"><strong>销网络、终端销售</strong></span></p> <p>销售网点数量、线上线下<span style="line-height:2em;">销售、零售连锁巨头合作、入驻大型商场等都是品牌实力的证明。</span></p> </div> </div> <div class="clear"></div> </div> </div> <div id="modellist-826198" class="md_4015 modelbox tleft" model-fun=""> <div class="mod_body"> <div class="mod_cont bdcolor"> <div class="mod_border bdcolor line18em font14 p fcolor26"> <p><strong>7、客服与售后</strong><span style="line-height:2em;"><strong>服务</strong></span></p> <p>完善的售前售后<span style="line-height:2em;">服务、保修服务，从小事做起，提升品牌形象。</span></p> <br/> <p><strong>8、品牌宣</strong><span style="line-height:2em;"><strong>传推广</strong></span></p> <p>好的品牌应<span style="line-height:2em;">具有好的口碑、高的媒体曝光率/出现频率、健全的媒体宣传渠道。</span></p> <br/> <p><strong>9、形象</strong><span style="line-height:2em;"><strong>代言</strong></span></p> <p>明星代言是让产<span style="line-height:2em;">品的终端受众广为知晓的一种营销工具，彰显品牌形象和影响力。</span></p> <br/> <p><strong>10、品牌招商加盟、经</strong><span style="line-height:2em;"><strong>销商与团队、人才队伍建设</strong></span></p> <p>重视销售队伍建设、核心<span style="line-height:2em;">团队建设、优秀人才队伍建设是企业发展的基石。</span></p> <br/> <p><strong>11、树立自己在行业中</strong><span style="line-height:2em;"><strong>地位和影响力</strong></span></p> <p>充分利用参与展会、重<span style="line-height:2em;">要行业活动提升自己在行业、专业人士、经销商中的地位和影响力；</span></p> <br/> <p><strong>12、树立企业领导层声誉</strong><span style="line-height:2em;"><strong>和威望</strong></span></p> <p>领导层出名以后，方便到<span style="line-height:2em;">银行贷款，找投资，出席活动都会受尊重，办起事情来更加方便；</span></p> <br/> <p><strong>13、不断提升品牌内涵和</strong><span style="line-height:2em;"><strong>附加值</strong></span></p> <p>思考品牌的内涵和附加值，<span style="line-height:2em;">加深人们对品牌的感情和钟情度，使之与某类人群身份地位、心理需求、价值象征等挂钩；</span></p> <br/> <p><strong>14、信心和</strong><span style="line-height:2em;"><strong>远景</strong></span></p> <p>让对品牌接触的企业员<span style="line-height:2em;">工、经销商、应聘者、合作伙伴、客户、消费者对企业充满信心，对企业未来充满希望；</span></p> <br/> <p><strong>15、危机处理与公关</strong><span style="line-height:2em;"><strong>意识</strong></span></p> <p>企业应有意识主动去放大品牌<span style="line-height:2em;">正面评价与报道。遇到质量问题、负面报道/评论、投诉要妥善尽快处理，要有危机处理与风险处理预案。</span></p> </div> </div> <div class="clear"></div> </div> </div> <div id="modellist-826224" class="md_9999 modelbox mod_title tleft" model-fun="BindLinkTop"> <div class="mod_body"> <div class="mod_tit1" style="text-align:center;width:100%;font-family:微软雅黑;font-size:20px;height:100px;line-height:100px;font-weight:bold;padding:0px 0px;overflow:hidden;background:url(https://image.maigoo.com/upload/images/20161119/10125547633_940x150.jpg) 50% 50% no-repeat;"> <span>品牌宣传亮点与提升要注意什么</span> </div> </div> </div> <div id="modellist-826200" class="md_4015 modelbox tleft" model-fun=""> <div class="mod_body"> <div class="mod_cont bdcolor"> <div class="mod_border bdcolor line18em font14 p fcolor26"> <p>品牌作为企业与消费者之间沟通最<span style="line-height:2em;">有效的方式，良好的品牌宣传可以提高品牌商的知名度、培养品牌忠诚度，为促进企业的发展起到事半功倍的作用。但品牌宣传不是一蹴而就的事情，这是一个长期的过程。</span></p> <br/> <p><strong>1、企业获得荣誉与</strong><span style="line-height:2em;"><strong>认证</strong></span></p> <p>中国驰名商标，中华<span style="line-height:2em;">老字号、最具竞争力品牌、中国十大品牌、出口免验产品、著名商标、世界500强、福布斯、绿色食品、省级名牌、非物质文化遗产等。</span></p> <p><span style="line-height:2em;"><br/> </span></p> <p><strong>2、制造技术工艺水平的专</strong><span style="line-height:2em;"><strong>业性/领先性</strong></span></p> <p>专利发明、技术优势<span style="line-height:2em;">、制造设备、制造工艺、原料来源、检验标准、质量安全、与行业产品的特别竞争力，应重点发掘宣传。</span></p> <br/> <p><strong>3、企业背景、实</strong><span style="line-height:2em;"><strong>力、规模、赢利能力</strong></span></p> <p>企业背景、企业规模<span style="line-height:2em;">、经济实力、集团公司、上市企业、子公司数量（连锁店数量）、员工人数、财务状况、赢利能力可以是企业宣传的亮点。</span></p> <br/> <p><strong>4、历史悠久与品牌故</strong><span style="line-height:2em;"><strong>事、发展历程、发展速度</strong></span></p> <p>悠久的品牌历史，吸引<span style="line-height:2em;">力的品牌故事、辉煌的创业发展史、企业的发展速度可以强化用户对企业品牌的信任。</span></p> <br/> <p><strong>5、售后服务与服务网络</strong><span style="line-height:2em;"><strong>、优质服务的能力</strong></span></p> <p>800或400电话、24小时<span style="line-height:2em;">金牌服务、在线问答、节日问候短信、生日邮件、友好的促销广告可以拉进品牌与用户的距离。</span></p> <br/> <p><strong>6、销售队伍、营销网络</strong><span style="line-height:2em;"><strong>、终端销售</strong></span></p> <p>注重营销网络、经销商建设、加盟店数量建设。注重挖掘和培养优秀的销售人员、经销商一代理商、专卖店一旗舰店。不断完善销售网络、实体店、网上销售渠道。积极与全国顶<span style="line-height:2em;">级卖场、零售连锁巨头合作，入驻大型商场、大型网上商城，线上线下两不误。</span></p> <br/> <p><strong>7、品牌形象代言、品牌</strong><span style="line-height:2em;"><strong>实力</strong></span></p> <p>通过明星代言、权威媒<span style="line-height:2em;">体的宣传投放彰显企业实力。</span></p> <br/> <p><strong>8、媒体报道、专业评测、</strong><span style="line-height:2em;"><strong>排行、学术论文</strong></span></p> <p>对大学、专家、权威人士、权威媒体<span style="line-height:2em;">的报道、广告宣传、评测，学术刊物发布的文章、宣传视频、截图，企业应该纳入档案，具有品牌包装和提升的价值。</span></p> </div> </div> <div class="clear"></div> </div> </div> <div id="modellist-826202" class="md_4015 modelbox tleft" model-fun=""> <div class="mod_body"> <div class="mod_cont bdcolor"> <div class="mod_border bdcolor line18em font14 p fcolor26"> <p><span style="line-height:2em;">联合利华董事长Michael Perry先生认为:品牌是消费者如何感受产品,它代表消费者在其生活中对产品与服务的感受而滋生的信任、相关性与意义的总和。由此可见，加强对品牌概念的理解，做好品牌的设计与宣传是非常重要的。</span><span style="line-height:2em;"></span></p> </div> </div> <div class="clear"></div> </div> </div> <div class="clear"></div> </div> </div> <div class="articlesharebox"> <div class="bdsharebuttonbox"> <a href="javascript:void(0);" class="bds_weixin" data-cmd="weixin" title="分享到微信" onclick="shareclick(this);"><i class="iconfont icon-pengyouquan"></i></a> <a href="javascript:void(0);" class="bds_qzone" data-cmd="qzone" title="分享到QQ空间" onclick="shareclick(this);"><i class="iconfont icon-qqkongjian"></i></a> <a href="javascript:void(0);" class="bds_tsina" data-cmd="tsina" title="分享到新浪微博" onclick="shareclick(this);"><i class="iconfont icon-weibo"></i></a> <a 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</div> <div class="itembox"> <div class="item"> <div class="left"> <div class="contbox"> <a class="title font20 c333 b dhidden" target="_blank" href="https://www.maigoo.com/news/589456.html">驰名商标企业家有哪些？驰名保护商标企业家名人一览</a> <div class="description c999 line18em font14">驰名商标是我国商品品牌能够获得的最高荣誉之一，获认定的中国驰名商标一般都是在我国广为知晓并享有较高声誉的品牌企业，成为中国驰名商标，也意味着企业的服务、产品质量、企业信誉和形象都获得了消费者的广泛认可，那你知道驰名商标企业家都有哪些吗？本篇文章，maigoo小编为您整理了一些驰名保护商标企业家名人，一起来看看吧！</div> <div class='other font13'> <a target="_blank" class="biaoqian color5 bq" href="https://www.maigoo.com/maigoo/2450mrgg_index.html">企业家/行业名人</a> <a target="_blank" class="biaoqian color5 bq" href="https://www.maigoo.com/maigoo/2730cmsb_index.html">驰名保护</a> <div class="attention ccc"> <span><i class="iconfont icon-chakan1"></i><i>2014</i></span> <span><i class="iconfont icon-dianzan1"></i><i>48</i></span> </div> </div> </div> </div> <div class="img"> <a target="_blank" href="https://www.maigoo.com/news/589456.html"><img 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