一家世界上最大酿酒企业的董事长说 :一旦他开始将自己的企业视为一个品牌组合 ,而不是一个生产不同等级和类型啤酒的企业时 ,他对企业的前景就有了一个全新的认识。一位研究品牌问题的专家说 ,就口味、外观和质量来说其他饮料与可口可乐可能并无差异。那么是什么使可口可乐成 The chairman of one of the world's largest brewers said: "Once he started looking at his business as a brand rather than as a business producing different grades and types of beer, he had a whole new perspective on the future of the business. One expert who studies brand issues said there may be no difference between Coca-Cola and other beverages in terms of taste, appearance and quality. So what makes Coca-Cola into