Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. Finely focused on “how-to” and “why” throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers
具體描述
讀後感
評分
評分
評分
評分
用戶評價
看的我一個纍啊。。。
评分看的我一個纍啊。。。
评分半天刷完，現學現賣。我的學習速度與産齣速度簡直要青黃不接。
评分branding的好教材
评分雖然有不少例子，但說教味道太重，不如David A. Aaker / Erich Joachimsthaler的Brand Leadership戰略。
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