Building Strong Brands 在線電子書 圖書標籤: Brand Marketing 品牌資産 品牌 管理 老師推薦 經濟管理類 論文
發表於2024-11-07
Building Strong Brands 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024
隻讀到瞭中文版,想看原版~ 真的是一本好書,用Tom Peterson的話來評價“一本名著-高深,務實,可讀”。
評分隻讀到瞭中文版,想看原版~ 真的是一本好書,用Tom Peterson的話來評價“一本名著-高深,務實,可讀”。
評分又是一本係統梳理的好書。一點都不悶,反而引發好多的思考。很多方法和思路都提供瞭正反兩方麵的論述,而且發現論述引發的思考比結論更精彩
評分比前一本書的理論框架更閤理、更具操作性。
評分又是一本係統梳理的好書。一點都不悶,反而引發好多的思考。很多方法和思路都提供瞭正反兩方麵的論述,而且發現論述引發的思考比結論更精彩
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
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Building Strong Brands 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024