浅析品牌塑造
摘 要
品牌有利于创造企业的竞争优势，高的品牌权益有助于企业长远的发展。企业发展到最后的竞争就是必将是品牌的竞争。一般情况下，企业要想持续稳定的发展，就必须打造强势品牌。品牌塑造有一个由定位到传播，再到创新的程序，是一个由创建到形成，再由巩固到扩张的过程。
品牌在塑造中应遵循由准确定位、精细传播和创新中的规律，避免品牌延伸中产生的陷阱，同时注意广告，公关，包装在这一过程中的正确运用。品牌塑造不是一蹴而就的事，需要企业有较强的品牌意识，较合理的战略的规划，重视人才，持之以恒地开发品牌，塑造品牌，一个强有力的品牌优势才能最终发展成。
关键词： 品牌塑造 广告 公关 包装
Abstract
Building brand is good to the creation of the enterprises’ competitive edge, and high brand equity contributes to the long-term development of them. Enterprise development to the final competition will be the brand competition. Under normal circumstances, if enterprises want to have a sustainable and stable development, they must create strong brands. Brand building has a process, which is from the position to the transmission, and to the innovation. And it is also a process from the creation to being formed, and then from the consolidation to the expansion.
In shaping the brand, enterprises should follow the law in it. We should position precisely, avoid the trap arising from brand extension, and pay attention to the correct use of advertising, public relations, and packaging in the process of it. Brand building is not a quick thing, enterprises need to have strong brand awareness, a more reasonable strategic planning and focus on talent. And then a strong brand can finally be developed into.
Keywords : Brand building advertising public relations packaging
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