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1、標題：Arosebyanyothername:rebringcampaignsthatwk原文：Whilethenumberofbrsonthemarkethasincreasedastronomicallyinrecentyearsbrsremainacompany’smostvaluableassets.Robustbrstendtoaddbotheconomicstrategicvaluetotheirrespectivecomp

2、anies.Thevalueofthisassetisoftenreferredtoasbrequity.Simplystatedbrequityisthemarketingfinancialvalueassociatedwithabr’sstrengthinthemarket.Itistheaddedvalueagivenbrnameprovidestoaproductbeyondthefunctionalbenefitsprovid

3、ed.Besidestheactualproprietarybrassetssuchaspatentstrademarksfourmajelementsunderliebrequity:brnamebrloyaltyperceivedbrqualitybrassociations.ConsidertheinherentbrequityofBayerAspirindiscoveredbytheBayerAFscientistsin1897

4、.TheGermanconglomeratewasstrippedofitsexclusiverightstothebrnamewhentheUSAconfiscateditsassetsin1918inretaliationfGermany’sroleintheFirstWldWar.ToregaintheUSrightstotheBayerAspirinbritsrespectivetrademarklogotheGermancon

5、glomeratepaid$1billioninJanuary1995.Powerfulbrscanalsofetchaheftysumftheirrespectiveownersevenwhenthecpationdeclaresbankruptcy.ConsiderthecasesofConverseBugleBoySchwinn.WhenConversedeclaredbankruptcyinJanuary2001Footwear

6、AcquisitionInc.bestedseveralbidderstoacquirethebratthebankruptcyauctionf$117.5million.WhenBugleBoyIndustriesthejeanscargopantsoutfitfiledfbankruptcyinFebruary2001SchottensteinStesCp.outbidtwootherbidderswhenitpaid$68.6mi

7、lliontobuytheBugleBoybraccountsreceivablewholesaleinventy.SimilarlywhenSchwinnGTCp.declaredbankruptcyinJuly2001HuffyCp.acquireditscyclingdivisionfmethan$60million.Buyersacquirehasbeenbrsoftenwiththeintentionofresuscitati

8、ngthemthroughrepositioningusuallyofferingthemtothemassmarketatlowerprices.Clearlythereismoneytobemadefromrobustbrsevenafterbankruptcy.?suddeneradicationstrategy?countertakeoverstrategy?retrobringstrategy.RebringtrapsWhil

9、etherebringprocessseemsfairlyedtherearespecificrequirementsthatmustbemet.Rebringshouldnotbeusedfpaperingoverthecracks.ThenewnamemustundergointensiveresearchanalysisthatincludeglobaltrademarkURLavailability.Alternativelyt

10、henewnamemustbeavailablefafairpriceitmustbeinoffensiveshtmemableeasytopronounceinallthecountrieswherethefirmoperates.Sincerebringblunderscanbeexpensiveembarrassingherearefourpitfallstowatchoutf.TheheritagerebringtrapBefe

11、decidingtorebraproducteventotweakitslogolookcpatemanagersshouldertainwhatthecustomersthinkofitespeciallywhethercustomersappreciatethenationalityofthebr.FexampleithasbecomefashionablefsomecompaniesintheUKtogetridofdownpla

12、ytheir“Britishness”.BritishTelecomBritishPetroleumBritishGashaveallundergoneswifttransfmationsaimedatprojectingatrulyglobalimagebydeleting“British”fromtheirrespectivenames.ThistrendisinstarkcontrasttotheglydaysoftheBriti

13、shEmpirewhencompanieswereeagertoembracethetermsBritishImperialRoyalbecausethemonarchywasperceivedasapowerfulbringcomponent.TheBritishmediaaccusedtheinitiatsoftherecentrebringcampaignsofcommittingculturalblasphemybydisgui

14、singtheirBritishheritage.Indeedsomecustomerstendtoseekbrswithgenuineheritageauthenticity.AccdingtoSirMartinSrellheadofWPP“Thechallengeisthatthenationalityofthebrisononehanuncontrollablestrinthebr’sDNA.Butontheotherhoneth

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