The Power of Branding

作     者：Kenneth Shaw 

作者机构：State University of New York at Oswego Oswego USA 

出 版 物：《Chinese Business Review》 (中国经济评论（英文版）)

年 卷 期：2012年第11卷第12期

页      面：1264-1269页

学科分类：12[管理学] 0821[工学-纺织科学与工程] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 08[工学] 082104[工学-服装设计与工程] 

主　　题：brand identity brand identity traps value of brands brand loyalty global brands country of origin 

摘      要：One of the most valuable assets a company has is/are the brand name（s） associated its products or services Branding can act as a springboard for advertising and planning advertising campaigns around single brands or a family of brands. Many companies are organized around brands or brand groups. Companies like Proctor and Gamble allow the brand to represent the product and do not associate the corporate name with their various brands and product lines. Branding is a powerful business tool. A number of dimensions of branding are discussed in this paper. General reference is made to brand identity, brand identity traps, the value of brands, and brand loyalty. The paper then discusses the influence of brand loyalty on consumer behavior, the importance of global brands, and country of origin effects. Lastly the paper discusses elements of customer loyalty