浅论北京鸿兴盛达广告公司品牌知名度提升的途径摘要品牌管理的主要目标是针对竞争对手加强自己在市场上的品牌影响力的地位，并在公司内部形成一个赢得营销投资的竞争氛围。品牌和品牌管理对产品发展，对企业成长、企业和产业竞争力提升意义重大。拥有和发展品牌、维护和管理品牌，对促进企业和国家经济发展，提高产品附加值、形成企业和国家的核心竞争力，以及提高参与全球经济的竞争能力具有重要的作用。本文将对中国企业品牌管理展开一番调查研究。关键词：品牌管理；竞争；品牌影响力AbstractThemaingoalofbrandmanagementistostrengthenthepositionofcompetitorsinthebrandinfluenceofthemarketandformacompetitiveenvironmenttowinmarketinginvestmentwithinthecompany.Brandandbrandmanagementareofgreatsignificancetoproductdevelopment，andtothegrowthofenterprises，enterprises，andindustries.Thepossessionanddevelopmentofbrands，andthemaintenanceandmanagementofbrands，playanimportantroleinpromotingtheeconomicdevelopmentofenterprisesandcountries，increasingtheaddedvalueofproducts，formingthecorecompetitivenessofenterprisesandcountries，andincreasingthecompetitivenessofparticipatingintheglobaleconomy.ThisarticlewillconductsomeresearchonChinesecorporatebrandmanagement.Keywords:brandmanagement;competition;brandinfluence目录第1章前言........................................................................................................................................................4第2章北京鸿兴盛达广告公司品牌概述........................................................................................................4第1节品牌的内涵..................................................................................................................................4第2节北京鸿兴盛达广告公司品牌知名度提升的内涵......................................................................5第3节北京鸿兴盛达广告公司提升品牌知名度的作用......................................................................61．品牌代表着产品的特色和质量特征.................................................................................................62．品牌监督着企业产品质量.................................................................................................................63．品牌有利于产品销售，形成品牌偏好.............................................................................................74．品牌经注册后有利于法律保护.........................................................................................................75．品牌是企业控制市场的武器.............................................................................................................7第3章北京鸿兴盛达广告公司品牌知名度提升存在的问题........................................................................7第1节北京鸿兴盛达广告公司品牌意识淡薄......................................................................................7第2节忽视品牌文化..............................................................................................................................8第3节企业营销创新手段多留于形式和跟风......................................................................................8第4节公司知名度宣传力度不够..........................................................................................................9第4章北京鸿兴盛达广告公司品牌知名度提升的对策..............................................................................10第1节增强北京鸿兴盛达广...
