本书在给出品牌经营与管理的基本原理、基本方法和手段的基础上,引用了大量的实例来说明问题,从不同角度剖析它们成功或失败的原因,展示更为全面的品牌经营与管理。
我国烟草品牌“多而不强”的一个重要原因是我国烟草企业在品牌经营与管理中存在诸多问题与不足、卷烟品牌资产价值低下。
The reason of our Chinese Cigarette brand Equity abundant but weak is that there are many problems and shortages in the brand operating and managing, and that Cigarette brand Equity is low.
与发达工业化国家相比，我国在纺织服装技术创新、经营管理和品牌打造方面还处于劣势。
Compared with industrialized countries, our textiles and clothing are still in inferior position in technological innovation, marketing management, brand building, etc.
在财务理念下，品牌是创造价值与增值的资本要素，而创造价值与增值是财务管理的基本目标，从目标、实际操作、资本经营、风险以及财务关系层面上分析，品牌管理都应该以财务管理为导向。
Based on the financial notion, brand in this thesis is defined as value-created and value-added capital element, and the primary objective of financial management should be creating and adding values.
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