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在提高品牌知名度过程中的潜在问题

时间:2015-12-21 09:39来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
提高品牌知名度过程中的潜在问题
Potential Problems In Raising Brand Awareness
从公共、非营利和私人部门举个相关例子来讨论为什么不同类型的组织都把品牌作为其产品或服务最重要的方面来考虑。树立品牌存在怎么样的潜在问题?
 
可口可乐、麦当劳、迪斯尼、耐克、索尼、微软这些公司之间有一个共同点,那就是他们都有全世界公认的强大品牌。那些已经确立的品牌名称为这些公司带来巨大的财富。毫无疑问,品牌是许多公司最宝贵的资产。正因为如此,仍有许多公司正在努力建立自己的品牌,现在大多数大型公司也已经采用了传统的品牌,以使他们自身更具竞争力。例如,虽然矿泉水是一种没有多大区别的产品,但雀巢以25亿美元收购了Perrier,因为Perrier的长期建立的品牌魅力非常宝贵。品牌名称的价值越来越大。截至1993年,最有价值的品牌名称是可口可乐其估计价值360亿美元(欧文1993)。2006年 世界10大最有价值品牌(排名顺序):可口可乐、微软、IBM、通用电气、英特尔、诺基亚、丰田、迪斯尼、麦当劳、和奔驰汽车。可口可乐的品牌价值为670亿美元,微软570亿美元, IBM 560亿美元。这些知名公司的品牌价值通常超过公司总市值的一半。
 
产品品牌-Product Branding
 
Using relevant examples from the public, non-profit and private sectors, discuss the reasons why different types of organizations might consider branding to be the most important aspect of their product or service. What are the potential problems with building brands?
 
One thing in common between Coca-Cola, McDonald, Disney, Nike, Sony, and Microsoft is that they all have powerful brands that are recognised all over the world. The well-established brand names have helped these companies generate enormous fortune. There is little doubt that brand names are the most valuable assets for many companies. For this reason, there are still many companies that are struggling to build their brand names and the majority of today’s large companies have taken the legacy of existing brands in order to make them more competitive. For example, although mineral water is an undifferentiated product, Nestle acquired Perrier for $2.5 billion because of the Perrier’s long established brand name that carried a charm invaluable to Nestle. There has been a growing interest in the value of brand names. As of 1993, the most valuable brand name was Coca-Cola with an estimated worth of $36 billion (Owen 1993). The world’s10 most valuable brands in 2006 were (in rank order): Coca-Cola, Microsoft, IBM, General Electric, Intel, Nokia, Toyota, Disney, McDonald, and Mercedes-Benz. Coca-Cola’s brand value was $67 billion, Microsoft’s $57 billion, and IBM’s $56 billion. With these well-known companies, brand value is typically over one-half of the total company market capitalization (Business Week 2006).(责任编辑:cinq)


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