先进的品牌管理/ADVANCED BRAND MANAGEMENT:FROM VISION TO VALUATION 下载 pdf 百度网盘 epub 免费 2025 电子版 mobi 在线

Branding your firm's future-with success

More than a name game, product branding is often a high-stakes gamble-even when there's substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can't afford branding strategies that can't stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal's Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies. Strategies such as brand stretching and brand architecture are described, especially as tools for managing the total brand experience and value. The book also includes a brand management toolkit, which provides checklists and exercises, as well as global and Asian case studies. This indispensable practitioner's guide will help companies secure lasting brand equity for their products.

1.Acknowledgments

2.Preface

3.The Changing Roles of Brand Management

4.Brand Vision, Strategy, and Consumer Insight

5.Positioning and Brand Management

6.Brand Architecture

7.Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion

7.Total Communications for Brand Management

8.E-brand Management and Customer Relationship Management

9."Long Live the Brand!": Creating a Brand Culture

10.Measuring Brand Success: Market Research and Brand Valuation

11.Conclusion

12.Appendix: Your Brand Management Toolkit

13.Index

暂无相关内容，正在全力查找中

暂无出版社相关信息，正在全力查找中！

暂无相关书籍摘录，正在全力查找中！

在线阅读地址：先进的品牌管理/ADVANCED BRAND MANAGEMENT:FROM VISION TO VALUATION在线阅读

在线听书地址：先进的品牌管理/ADVANCED BRAND MANAGEMENT:FROM VISION TO VALUATION在线收听

在线购买地址：先进的品牌管理/ADVANCED BRAND MANAGEMENT:FROM VISION TO VALUATION在线购买

暂无原文赏析，正在全力查找中！

编辑推荐

作者简介：

　　Paul Temporal is a leading global expert on brand creation, development and management with over twenty years experience in consulting and training. He has worked with leading companies and governments, and is well known for his practical and results-oriented approach, resulting in record year on year profit increases for many clients. He is also the author of best-selling branding books, Corporate Charisma, Strategic Positioning, Branding in Asia, Hi-Tech Hi-Touch Branding, and Romancing the Customer, and is a highly sought after event and conference speaker. He was educated at Leeds and Oxford Universities and is based in Singapore.

书籍介绍

Branding your firm's future-with success

More than a name game, product branding is often a high-stakes gamble-even when there's substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can't afford branding strategies that can't stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal's Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies. Strategies such as brand stretching and brand architecture are described, especially as tools for managing the total brand experience and value. The book also includes a brand management toolkit, which provides checklists and exercises, as well as global and Asian case studies. This indispensable practitioner's guide will help companies secure lasting brand equity for their products.