【摘要】 论文从卡地亚档案馆珠宝展览入手,从案例视角分析档案支撑企业品牌建设的丰富表现——支持品牌精准定位和形象塑造,支持品牌延伸和国际化扩张,支持品牌的自我维护、知识产权维护、营销宣传和遗产传承;提出档案支撑企业品牌建设的实施路径——立足档案夯实品牌基础,依托档案维护品牌权益,借助档案塑造品牌文化。更多还原

【Abstract】 This paper starts from an exhibition of jewelry collections held by Cartier archives, and analyzes the rich performance of the brand building in the enterprise from the perspective of cases—supporting accurate brand positioning and image creation, supporting brand extension and international expansion, supporting maintenance of brand itself and intellectual property, marketing and heritage inheritance. This article puts forward the implementation ways of the business archives in support of brand building, which are laying a solid foundation for the brand by archives,maintaining the brand equity by archives, and building the brand culture by archives.更多还原