在传播沟通中确立品牌价值

品牌资产是现代企业最宝贵的资产。品牌价值体现在与消费者的双向沟通上。塑造品牌的关键是建立和不断强化产品与消费者的关系,培养品牌忠诚的消费者。整合营销是品牌经营的有效手段,实施企业品牌战略是品牌经营的关键。     

企业经营中的品牌战略

:随着市场经济的发展 ,品牌战略在企业经营管理中的地位逐渐凸现出来。品牌战略取得成功的关键 ,在于提高企业的营销水平和产品本身的素质 ,进行科学的品牌定位 ,并不断推动牌品的升级成长     

加快广西六堡茶产业化发展的对策研究

六堡茶是近年来广西通过地理标志产品保护成功培育的特色产业。文章从六堡茶品牌战略规划、管理和维护的短板等方面,分析了六堡茶产业化中存在的问题,提出了制定和实施区域产业品牌战略、六堡茶产业化战略、六堡茶文化旅游开发战略,加大对品牌、流通、科技、标准化、基地建设扶持力度等一系列加快六堡茶产业发展的对策和建议。     

对专业化市场主体知识产权刑事保护意识的考察——基于对杭州市253个商家问卷调查的分析

专业化市场是市场经济在规模效应模式下的组织形式,是一项极具中国特色的制度创新。经营商品的同类性使专业市场知识产权保护形成内部易、外部难的局面。对杭州华东家具市场和杭州灯具市场的调查显示,商家拥有自主知识产权的商品占绝对比重,并有强烈的自我保护意识。较高的起点和复杂的程序是商家对刑事保护期待不足的主要原因。强化行政执法是启动刑事保护措施的前提条件。完善刑事立法是落实知识产权保护措施的基本路径。     

警院精神初探

警院精神是警察院校发展过程中具有超越历史、时代和文化之永久魅力的独特气质、内在品质和理想追求。警院理应培育和弘扬“警院精神”，通过借助人文精神和人文素养的支撑和引领，加强人文管理，创品牌文化。把警院精神的培育、继承及弘扬渗透到人文管理的每一个环节之中。把警院精神升华为警院品牌文化的精髓，使警院精神的继承、培育及弘扬与品牌文化的创建同步。     

外语院校品牌社会责任的定位及履行分析

高等教育大众化背景下,高校竞争已从单纯的教学质量、办学特色竞争转化为具有深厚文化内涵的品牌竞争。品牌背后蕴含的巨大社会责任及品牌文化,是一所学校得以在众多高校中脱颖而出的有力支撑。外语院校作为一支特殊的高校队伍,更被社会大众、家长及学生赋予了很多的社会责任。随着高等教育大众化的推进,社会责任的定位和履行对塑造外语院校的品牌更是起着重要作用。     

品牌老化及其对策

动态的市场不存在一个恒久不变的品牌,品牌老化趋势是每一个企业迟早要应对的严峻挑战。创新是走出品牌老化困境的必由之路。实施品牌创新的营销策略包括研发新产品、开拓新市场、更新品牌形象和互动沟通。     

中国企业的品牌战略

世界已进入品牌国际化的竞争时代,品牌作为一种新的国际语言进入到千家万户,品牌战略对于中国企业参与市场竞争、进行市场跨越、稳固和强化市场地位、特别是参与和赢得国际市场竞争显得更加重要。以品牌来建立产品在市场中的地位,树立企业的形象,是中国企业有效的市场竞争手段,也是中国企业市场竞争战略的重要组成部分。因此,中国企业需要积极实施品牌战略,打造世界一流品牌,使中国成为世界制造中心之后也能够成为品牌制造中心。     

Self-expression and collaborative ‘pro-sumption’ in the digital brandscape

ABSTRACT

The evolution of the global economy has seen the emergence of a digital market space. The collaborative and expressive nature of interactive media and technology allows users to participate in the production and publication of branded content within digital communities of affinity. This presents increased possibilities for self-expression, as well as unlimited opportunities for participation in determining and influencing brand narratives. The digital brandscape has therefore become a collaborative space where surplus brand value is produced, but also where struggles in terms of power and counter power between brands and brand consumers evolve. Against this background, this conceptual article explores the brand challenges the notion of consumer brand self-expression poses in a collaborative open-source context where brand identity is constantly challenged, and brand narratives are continuously written and rewritten by multiple brand authors. The article concludes that it is important that brands do not navigate these risks by adopting defensive stances, but rather boldly seize the opportunities that these technologies offer for creating new market linkages and for developing customer insights that create innovative brand value and impact, by tapping into opportunities for creative self-expression.     

Human Branding in Political Marketing: Applying Contemporary Branding Thought to Political Parties and Their Leaders

Political marketing advances by engaging with new and advanced concepts from both of its parent disciplines. One of the most recent fields of brand research—the study of the human brand—is taken into the political marketing arena in this essay. Human branding is an emergent topic in mainstream marketing. The value as a brand of a person who is well-known and subject to explicit marketing communications efforts is being investigated in many fields. The concept has clear prima facie value in political marketing, where the role of a political leader as part of the political marketing offer has been recognized extensively. Politics is also a unique context given the relationship between leaders and parties, each of which has some unique brand associations. The process of exploring the application of human branding in politics also provides a context in which some of the interactions among party and leader, human brand, and organizational brand can be explored and further developed. Among the conclusions are that political party leaders require brand authenticity as an advocate of the party policy platform and brand authority to command the organization and deliver on the policies being advocated. Implications for party and campaign management are outlined.