中央银行的品牌危机

发自纽约——现代中央银行业的“品牌建设”始于1980年代时任美联储主席的保罗·沃尔克(Paul Volcker)。面对令人忧心且削弱经济的高通货膨胀,沃尔克向其宣战——并最终大获全胜。通过长时期的通货紧缩,他不仅改变了人们的期望和国家经济状况,还大幅提升了美联储在公众、金融市场和政策圈中的形象。

沃尔克的胜利在立法和实践上都得到了制度化,从而使央行获得了更大的自治权,在某些情况下,在长期存在的政治约束之下获得了正式的独立地位。对许多人来说,央行如今代表着一种可靠且负责任的力量。简而言之,人们相信各国央行会去做正确的事;而且确实做到了。

正如任何一个公司高管会告诉你的一样,品牌可以成为行为背后的重要驱动力。本质上,一个品牌就是一个承诺;强大的品牌总会兑现它们的承诺——这体现在产品的质量、价格和体验上。有时候,我们知道消费者会在品牌本身力量的影响下行动,即使他们只是购买一个不大了解的产品。

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