Capturing the full value of your brand

MICHELLE RENTON; URS DAELLENBACH

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Capturing the full value of your brand

机译：捕捉你的品牌的全部价值

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Small to medium enterprises (SMEs) in the food and beverage industry recognise the importance of branding. But relatively few seem able to capture the full value of their brand. Our recent research at Victoria University of Wellington sought to better understand the way New Zealand SMEs in the food and beverage sector develop their brands, especially in the face of external pressures from the retail and supermarket sector. We found that to get the full value from branding, SMEs needed to do two key things: go big on branding, and give the brand the consistent support it needs. We also found that SMEs that do this are laying the foundations for increased sales.

机译：中小企业(中小企业)的食品饮料行业认可的重要性品牌。完整的品牌价值。在惠灵顿维多利亚大学的研究试图更好地了解新西兰的方式中小企业在食品和饮料行业发展他们的品牌,尤其是在面对外部压力从零售和超市部门。我们发现的全部价值品牌,中小企业需要做的两个关键方面:走大品牌,让品牌它需要一致的支持。中小企业,这样做是在打基础增加销售。

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来源
《NZ business + mangement》 |2016年第5期|36-37|共2页
作者
MICHELLE RENTON; URS DAELLENBACH;
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原文格式 PDF
正文语种英语
中图分类 C-128;
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Trademarks; 3-bromoacetoxyandrostan-17-one; FoodBeverage sectorSUPERCONDUCTING MAGNETIC ENERGY STORAGEBeverage industry;

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Capturing the full value of your brand

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