【摘要】 品牌是企业的无形资产,它是企业的核心。品牌管理对于企业更加重要,产品日益同质化的市场竞争主要表现为品牌的竞争。目前中国企业面临的管理问题之一是对品牌管理重视度不足。从品牌的建立、成长、忠诚、退化来分析我国企业在发展中应采用的策略以及如何来管理和维护品牌。品牌生命周期各阶段顾客对品牌的认知和态度各异,企业在品牌管理活动中应当依据各阶段顾客品牌态度的不同,采取相应的品牌战略,推动品牌的发展。更多还原

【Abstract】 A brand,to an enuerprise,is a core as well as an intangible asset.So the brand management is more important than the enterprise itself,because the market competition of daily homogenized products is mainly for brand competition.Yet Chinese enterprises don’t take into great consideration of the brand management.This paper,from brand establishment,brand growth,brand loyalty and brand degeneration,tells the reader how to take some strategies in the development of enterprises and how to manage and protect a brand.As customers’ attitude and cognition are different to various stages of brand life cycle,enterprises should adopt some corresponding brand strategies to impel brand development.更多还原