The business world seems to believe that 牌ing is the preserve of consumer conglomerates and has little to do with small- to medium-sized enterprises (SMEs). “Big companies spend money on 牌ing, smaller companies just get on with the job.”
然而事实并没有’t support this view. A research study carried out by Brand Finance, showed that 牌s and other intangibles account for the bulk of shareholder value in many market sectors. A surprising 72 per cent of the value of companies surveyed was not reflected on their balance sheets.
替换单词“brand” with “reputation” and it’s easier to come to terms with the idea that the importance of a strong 声誉/brand, applies equally to SMEs as it does to Apple Corp or Coca Cola. And there’s a lot to be gained by creating 牌 value. A company with a strong 牌 is able to command a higher price for its products or services and is more likely to achieve higher sales volumes and a greater market share.
The value of a strong 牌 can also express itself in other ways. For example, there’s the ability to transfer the values associated with a 牌 into new market categories. But for 牌 extension to be effective the 牌 needs to make an emotional connection rather than be based on product benefits or performance.
Although the validity of 牌ing for SMEs may still be questioned today, John Stuart, chairman of Quaker, circa 1900, had no doubt about the commercial value of a 牌 and expressed his belief as follows: “if this business were to be split up, I would be glad to take the 牌s, trademarks and goodwill and you could have all the bricks and mortar –而且我会比你好。”
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