3.6 小结

1955年,列维等人开创性的品牌形象论文、1986年帕克对品牌内涵结构的理性解释,释放出学术的理性之光,吹响了现代品牌理论的前奏之曲。加上为后来现代品牌理论的整合提供了重要构件的两个重要学术性成果——20世纪70年代特劳特和里斯的定位,和20世纪90年代初舒尔茨的整合营销传播,这些都为现代品牌理论的诞生准备了条件。

相对而言,无论是列维和帕克、还是里斯和舒尔茨,他们的这些思想和成果,在广袤的品牌学术空间中,都像春天百花盛开之前各自独开的几支雪梅花。恰如宋代王安石诗所云:“墙角数枝梅,凌寒独自开。遥知不是雪,为有暗香来。”寒梅暗香之后,迎来了现代品牌理论的春天。第一位登上品牌理论舞台振臂一呼的开山学者,是营销品牌学界历史上一位不可多得的全才——阿克。下一章我们将进入现代品牌的阿克时代。


注释

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