Strategic Brand Management of Famous Brands-Taking Wong Lo Kat as an Example

被引：0

作者：

Luo Sheng ^{[1
]}

机构：

[1] Guangxi Univ Finance & Econ, Nanning 530003, Guangxi, Peoples R China

来源：

PROCEEDINGS OF 2013 INTERNATIONAL SYMPOSIUM - INTERNATIONAL MARKETING SCIENCE AND INFORMATION TECHNOLOGY | 2013年

关键词：

Strategic brand management; Lateral marketing; Vertical marketing; STP Model;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Wong Lo Kat has made a brilliant performance under the operation of JDB Group. However what will happen under the running of Guangzhou Pharmaceutical Holdings Limited has increasingly attracted market concern. Through reviewing successful experiences of JDB Group's operation on Wong Lo Kat brand, some suggestive ideas on strategic brand management of Wong Lo Kat for Guangzhou Pharmaceutical Holdings Limited are proposed on the basis of SWOT Analysis. This paper indicates that Guangzhou Pharmaceutical Holdings Limited should make an innovation on the strategic brand management of Wong Lo Kat based on the original brand equity.

引用

页码：154 / 159

页数：6

共 7 条

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