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【24h】 The Brand Relationship Spectrum: the key to the brand architecture challenge

机译品牌关系谱:品牌架构挑战的关键

【摘要】The classic brand manager dealt with simple brand structures with few extensions, subbrands, and endorsed brands in part because he or she was faced with a relatively simple environment and simple business strategies. Today the situation is far different. The brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task.

【摘要机译】这位经典的品牌经理处理简单的品牌结构,几乎没有扩展,子品牌和认可的品牌,部分原因是他或她面临着相对简单的环境和简单的业务策略。今天的情况已经大不相同了。品牌经理现在面临着市场支离破碎,渠道动态,全球现实以及业务环境的巨大变化。

【原文格式】PDF

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