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1、宝洁品牌管理之道-王磊（Procter&GamblebrandmanagementWangLei）ThisarticleiscontributedbyheheyangjianBrandmanagementThewayofP&Gbrandmanagement--thewayofP&GbrandmanagementSpeaker:WangLeiOneAboutInstructorQuantitativemanagementexperts,marketingexpertsin2005tenbyCCTVandSinaFinancejoint
2、lyselected"".JiangChinesemedicine,pharmaceutical,39mobile,Nanfubattery,LenovoGroup,Sinopec,inchemicalindustry,ChineseGreatWallRedWinemarketingconsultant.HegraduatedfromDepartmentofbiologicalscienceandtechnologyofTsinghuaUniversityin91andgotadoubledegreeincomputerscienc
3、e.HereceivedMBAmaster'sdegreefromChineseUniversityHongKong.91to96yearsofserviceintheP&;GChineseservedasProcter&Gamble,marketresearch,productdevelopmentmanager,establishedthe"Chinaconsumerlaundryhabitsdatabase",involvedandledrejoice,OLAY,Shufujiabrandssuchasthemarket,re
4、searchanddevelopment,withexperienceinbrandplanning,newproductlaunchrichmanagement.NowprofessorMBAcourseasamemberoftheStandingCommittee,theassociationofTsinghuaUniversity,PekingUniversity,ChinaOTCShanghaiJiaoTongUniversity,ChineseUniversityHongKong,ZhongshanUniversityha
5、smorethan2000enterprises,50enterprisesweretrainedtoworkasaconsultant.Mr.WangLei,BruceWangTwoBrandisanimportantconceptinbusiness,andthequantitativemanagementmodelbasedonbrandisoneoftheimportantsymbolsinthedevelopmentofmodernmarketing.ThreeSynopsis????????Themeaningofbra
6、ndpositioningbrandconceptandconnotationofthebrandandthebrandmanagementofthebirthanddevelopmentofthebrandofthebrandbuildingstrategicplanningbrandquantitativemanagementandannualbusinessplanbrandmanagersystemFourThebirthanddevelopmentofbrand1865:brandborn?1932:brandmanage
7、rsystememergedin1932:1975:CategoryManagementFiveConceptandconnotationofbrandThebrandisapromise??"isabrandname,terminology,mark,symbol,design,orthecomprehensive,forgoodsandservicestoidentifyadealerordistributorsgroups,andtodistinguishwiththecompetitionofgoodsandservices
8、".SixBehavioralimplicationsofbrandsBrandisaschemamemorythathassymbolicmeaningtoacommodity.Itincludesthetargetconsumer
