英文文獻和翻譯：品牌戰(zhàn)略-資料下載頁
2024-08-25 18:58本頁面
【正文】 themselves to setting shortterm objectives because their pensation packages are designed to reward shortterm behavior. Shortterm objectives should be seen as milestones towards longterm objectives.167。 Often product level managers are not given enough information to construct strategic objectives.167。 It is sometimes difficult to translate corporate level objectives into brand or productlevel category.167。 In a diversified pany, the objectives of some brands may conflict with those of other brands. Or worse, corporate objectives may conflict with the specific needs of your brand. This is particularly true in regard to the tradeoff between stability and riskiness. Corporate objectives must be broad enough that brands with highrisk products are not constrained by objectives set with cash cows in mind (see . Analysis). The brand manager also needs to know senior management39。s harvesting strategy.167。 Brand managers sometimes set objectives that optimize the performance of their unit rather than optimize overall corporate performance. This is particularly true where pensation is based primarily on unit performance. Managers tend to ignore potential synergies and interunit joint processes.167。 Overall organisation alignment behind the brand to achieve Integrated Marketing is plex.167。 Brands are sometimes criticized within social media web sites and this must be monitored and managed.[3]167。 Also because of the development of such social technologies, developing a social strategy to develop or increase social currency bees increasingly important [4]Online brand managementCompanies are embracing brand reputation management as a strategic imperative and are increasingly turning to online monitoring in their efforts to prevent their public image from being tarnished. Online brand reputation protection can mean monitoring for the misappropriation of a brand trademark by fraudsters intent on confusing consumers for monetary gain. It can also mean monitoring for less malicious, although perhaps equally damaging, infractions, such as the unauthorized use of a brand logo or even for negative brand information (and misinformation) from online consumers that appears in online munities and other social media platforms. The red flag can be something as benign as a blog rant about a bad hotel experience or an electronic gadget that functions below expectations.6
環(huán)評公示相關(guān)推薦
鄂ICP備17016276號-1