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英国论文范文:品牌管理中的品牌历史概念的意义

时间:2017-09-15 14:15来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
我提出我的论点来证明一个品牌实际上需要一个历史在当今动态的情况下取得成功并长期生存下去。
首先我要给工作的基本定义,试图从理论的角度界定品牌的历史;然后我要分析这些理论的影响为了维持我的论点;最后我要在当今市场,用现实的案例给出建议,得出自己的结论。
要确定一个品牌是否需要一个历史作为一个资产,重要的是要确定工作的关键要素。
品牌的定义是一个很好的起点,因为这个词本身可以被提到许多不同的主题和意义。这将有助于限制研究领域。
 
1. INTRODUCTION 简介 
 
I'm presenting my arguments to prove that a brand actually need a history to be successful in nowadays dynamic scenario and to survive in the long term.
 
First I'm going to give basic definitions to work on, trying to define brand history by a theoretical point of view; then I'm going to analyze those theories implications in order to sustain my arguments; finally I'm going to use real-life cases in nowadays market to give recommendations and draw my conclusions.
 
2. DEFINITIONS TO START 定义
 
To determine whether or not a brand needs a history as an asset, is important to identify the key elements to work on.
 
A definition of brand is a good starting point, since the word itself could be referred to many different themes and meanings. This will surely help to restrict the field of study.
 
For Gardner and Levy's (1955) "A brand name is more than the label employed to differentiate among the manufacturers of a product; It is a complex symbol that represents a variety of ideas and attributes. It tells the consumers many thing, not only by the way it sounds (and the literal meaning if it has one) but, more important, via the body of associations it has built up and acquired as a public object over a period of time."
 
Following this logic the brand could also be conceptualized as a bundle of tangible and intangible features which increase the attractiveness of a product beyond its functional value (Farquhar, 1989; Park and Srinivasan, 1994).
 
History in this case could play a crucial role in binding tangible and intangible features by using a "continuous chronological record of important events"(Oxford Dictionaries) allowing a brand or a company, to recall a complex set of meanings, values and symbols connected to origins, past performances and mythologized episodes.
 
This process of recalling the past could be beneficial for both firm perspective and consumer perspective and it's connected to the concept of Brand Heritage.(责任编辑:BUG)


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