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eved through traditional methods of mass marketing, such as television advertising, packaging and celebrity endorsements, rather than through the fashionable targeted sort made possible by the internet.

Kellogg’s takes this point of view. The cereal-maker thinks its tried-and-tested imagery, such as Rice Krispies’ Snap, Crackle & Pop, has proved its worth by planting brands in consumers’ minds. “Hopefully, we’re smarter about retaining things over time,” says Jane Ghosh, Kellogg’s commercial-marketing director in Britain. Loyalty is real, but does not vary much, or show that consumers are passionate about brands. They are loyal to stuff they can find easily in shops and in their memory banks.

Even this argument is too starry-eyed for Itamar Simonson and Emanuel Rosen, authors of a recent book, “Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information”. They argue that consumers are becoming more rational and need brands less.

What constitutes brand equity, Mr Sharp contends, is “physical and mental availability”, by which he means the opportunity for consumers to find products in shops and their propensity to think of the brand when shopping. That is achieved through traditional methods of mass marketing, such as television advertising, packaging and celebrity endorsements, rather than through the fashionable targeted sort made possible by the internet.

Kellogg’s takes this point of view. The cereal-maker thinks its tried-and-tested imagery, such as Rice Krispies’ Snap, Crackle & Pop, has proved its worth by planting brands in consumers’ minds. “Hopefully, we’re smarter about retaining things over time,” says Jane Ghosh, Kellogg’s commercial-marketing director in Britain. Loyalty is real, but does not vary much, or show that consumers are passionate about brands. They are loyal to stuff they can find easily in shops and in their memory banks.

Even this argument is too starry-eyed for Itamar Simonson and Emanuel Rosen, authors of a recent book, “Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information”. They argue that consumers are becoming more rational and need brands less.

The era of economic globalization, the competition between the enterprises more and more tend to soft competitiveness, and brand value to a large extent reflect the soft power of an enterprise.From the perspective of brand value by building brand value, enterprise soft power model, to discuss the connection between the enterprise soft power and brand value.Based on this model, the enterprise can from set up the broad vision, build characteristic core values and excellent enterprise culture, strengthen social responsibility consciousness, improve their hard power, and increase communication platform and product circulation channels construction to establish and improve its soft power, and enhance competitiveness.

Since the reform and opening, our country enterprise ushered in unprecedented opportunities for development, rapid development.With the deepening of globalization, foreign companies continue to come into, as well as local companies open up overseas markets, the competition between the enterprises narrowed, the traditional hard alone is difficult to ensur本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。