傅栋梁：大话春晚·品牌——让品牌和答谢玉石俱焚的破坏面庞炒作(国外英文资料).docVIP

傅栋梁：大话春晚·品牌——让品牌和回报同归于尽的毁坏面容炒作Every year the opening of the entertainment begins, and the people are not allowed to discuss the Spring Festival gala. 2010 Spring Festival gala, more ads, originally and consistent economic activity in the hype is no back to the chi, such as huiyuan, national pits 1573, sohu net, even and potato net, etc., but this year Spring Festival gala PianSheng spoke of ads are they looking for noisy clutter negative voices.Implantation advertising is a common practice in many films, TV and performing arts in the country. Such as overseas transport is a common advertisements in commodities, classic example of case to let a person remember: ford with 007 write movie myth, the matrix sequels Cadillac war, BMW and Internet short film, shooting film network game, audi depends on film manufacture cutting-edge brand; At home, everyone knows that fengs film is an economic action movie, from big shot to mobile to no thief. Reasonable and appropriate and are like the application is there is no blame, overmuch, blunt forced analogy, can result in serious overdraft brand, even harm the brand, this is very dangerous., some say, as the CCTV Spring Festival gala and recreation media group, the two famous cultural brands, advertising practice in the literary and artistic works, to their own product is price value overdraft, which overdraft is in the presence of the brand marketing, it harm for brand promotion and construction, the final result is the wasted effort.Is this lecture still a mistake?Brand operation of common law is: set up - promotion (advertising, things, activities, etc.) - appreciation - based image (popularity and good reputation degree) -- to rise (intangible assets) - industry expand (loyalty, market occupation rate) - the added value of successful implementation (profit) - to achieve social form value - set up and update brand (cycle).Each ring in the brand chain operation, close the emergency button, link disconnect or defeat will make the