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(国外英语资料).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(国外英语资料) The annual opening of entertainment programs, the less people natural to spring an opinion. 2010 Spring Festival, the number of advertising implants, the original and consistent economic activity is not back to the hype Chi, such as Huiyuan Juice, Guo Jiao 1573, , even have a potato net, but piansheng way this year Spring Festival has attracted a boisterous spectators ads messy evil on the sound. Placement in the country outside the number of movies, television, performances and other works of art is used to trick Sima inside. Such as overseas transportation is commonly used commercial ads, classic case: Ford people visible before the eyes with a total of 007 movie written myth and Cadillac wars hackers Empire sequel, BMW network and short film, gallop movie online game, Audi depends on the film making top brand.; at home, who knows, Pingdao movie is economic activity, from the movie New Year movie big shot to mobile phone, to A World Without Thieves. Reasonable and appropriate, just as the application is not altogether inexcusable, too much, blunt will result in serious overdraft give strained interpretations and draw farfetched analogies, brand, and even destroyed the brand, this is very dangerous. Some people say that as the CCTV Spring Festival Gala and the mountain media group of the two famous cultural brand, in literary works placement approach, is to own the brand value of the overdraft, and this overdraft is present in brand marketing implementation, for the promotion and brand building it is very harmful, the result is less effective. In this way the still wrong? The general rule of brand operation is: set up - promotion (advertising, events, behavior etc.) - Appreciation -- the establishment of image (popularity and good reputation) -- Appreciation (intangible assets) - industry expansion (loyalty, market share) - successfully added value (profit), the successful implementation of social value set and update the bra