1摘 要品牌顾名思义是要创新出一种属于自己的理念，并把自己的这种理念在产品中体现出来。一个品牌的成功在于让不了解的人识别，让购买过产品的消费者形成品牌忠诚，只认准这一个品牌。蓝月亮在国内是比较优秀的品牌。LOGO 的设计体现了它独自具有的“高效、轻松、保护”的鲜明个性，营销表现整体也是亮点纷呈。不足之处是有些案例中夸大其词的广告适得其反、盲目使用品牌延伸战略的缺点、超低价销售而忽略品牌忠诚度建设和品牌未走进国际高端市场，本文建议认真学习他山之石，实事求是传播品牌、品牌延伸应谨慎决策、牢固树立全面品牌营销观念和立民族品牌渐进国际高端市场。关键词：蓝 月 亮 ； 品 牌 营 销 ； 研 究2AbstractAs the name implies, a brand should innovate its own idea and embody it in its products. The success of a brand lies in the recognition of unknown people, the formation of brand loyalty for consumers who have purchased products, and the recognition of only one brand. Blue moon is an excellent brand. Logo design embodies a unique "efficient, relaxed and protected" distinct personality, and the overall marketing performance is also bright spots. The disadvantages of some cases are that the exaggeration of advertising is counterproductive, the blind use of brand extension strategy, the ultra-low price sales and the neglect of brand loyalty construction and brand not entering the international high-end market. This paper suggests that we should carefully study the stones of other mountains, seek truth from facts, make careful decisions in brand extension, firmly establish a comprehensive brand marketing concept and build a national brand gradually International high end market.Key words: blue moon; brand marketing; research3目 录1 引言…………………………………………………………………………………P52 研究综述 ……………………………………………………………………………P52.1 研究背景…………………………………………………………...
