Building Strong Brands 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024


Building Strong Brands

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David A. Aaker 作者
Simon & Schuster UK
译者
2010-4-29 出版日期
400 页数
GBP 10.99 价格
Paperback
丛书系列
9781849830409 图书编码

Building Strong Brands 在线电子书 图书标签: brand  Aaker  沟通营销  战略  品牌  DM   


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发表于2024-11-23


Building Strong Brands 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Building Strong Brands 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Building Strong Brands 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024



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Building Strong Brands 在线电子书 图书描述

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-organisation, and brand-as-symbol perspectives. 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. 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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