一提起品牌传播,很多人就会想到可口可乐、飘柔、康师傅等消费品牌,因为绝大多数消费品公司都非常重视品牌,把它当成公司强大而持久的资产。而在企业对企业的工业品领域,品牌似乎是毫不相关的事情,很多管理者认为的核心在于品质、价格和技术等硬指标,而且由于客户采购是理性的,不需要感性的诱导力量。品牌化真的与工业品企业无关吗?徐工、三一重工、英特尔、思科、华为等中外知名品牌,却明明白白地告诉我们:工业品品牌也可以成为世界上最强有力的品牌。因为工业 When it comes to brand communication, many people think of Coca-Cola, Rejoice, Master Kong and other consumer brands, because most consumer products companies attach great importance to the brand, regard it as a strong and enduring asset. In the field of business-to-business industrial products, the brand seems to be irrelevant. Many managers think the core lies in the hard indicators such as quality, price and technology. And because the customer purchasing is rational, it does not need inductive force. Brand really has nothing to do with industrial products? XCMG, Sany, Intel, Cisco, Huawei and other Chinese and foreign brands, but clearly tell us: industrial brands can also become the world’s most powerful brand. Because of industry