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The Global Brand 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Nigel Hollis 作者

Palgrave Macmillan

译者

2010-03-02 出版日期

272 页数

USD 17.00 价格

Paperback

丛书系列

9780230620568 图书编码

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发表于2024-11-10

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The Global Brand 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. In this thorough investigation of brand strength in today's business world, Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. http://www.theglobalbrandonline.com/

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