《品牌資産》是第一本提齣有關品牌價值創造與管理的綜閤模型的著作，是各類企業將無限的品牌資産化為長久的競爭優勢的指南。
在本書中，薩姆·希爾和剋裏斯·萊德勒展示瞭一個極富創造性的策略——品牌組閤法和一個突破性的三維圖示工具——品牌組閤分子模型。作者認為一個公司的品牌組閤必須反映目標客戶是如何看待品牌的，必須涵蓋影響購買決策的每一個品牌，而無論這個品牌是否為本公司所有。此外，作者還提齣一套綜閤性實施工具來指導市場人員將此模式應用於：
·識彆顧客心中的“主導品牌” ；
·發現並填補産品空白；·
·決定品牌的延伸，修剪或重新定位；
·達到恰當的品牌數量；
·決定將公司品牌作為傘品牌的方式和時機；
·有效地配置公司的營銷資源
·運用有效度量測評品牌價值；
·將品牌資産轉換為股東價值。
具體描述
讀後感
Portfolio management is a concept in finance, or say asset management. Here the author borrowed this concept in brand management since we treat brands as equtiy. Frankly speaking, this book is kinds of obscure because the author used some quantititve mode...
評分Portfolio management is a concept in finance, or say asset management. Here the author borrowed this concept in brand management since we treat brands as equtiy. Frankly speaking, this book is kinds of obscure because the author used some quantititve mode...
評分Portfolio management is a concept in finance, or say asset management. Here the author borrowed this concept in brand management since we treat brands as equtiy. Frankly speaking, this book is kinds of obscure because the author used some quantititve mode...
評分Portfolio management is a concept in finance, or say asset management. Here the author borrowed this concept in brand management since we treat brands as equtiy. Frankly speaking, this book is kinds of obscure because the author used some quantititve mode...
評分Portfolio management is a concept in finance, or say asset management. Here the author borrowed this concept in brand management since we treat brands as equtiy. Frankly speaking, this book is kinds of obscure because the author used some quantititve mode...
用戶評價
好像最開始是被文字吸引的，因為很清楚。還沒有看明白，努力中。。。
评分好像最開始是被文字吸引的，因為很清楚。還沒有看明白，努力中。。。
评分對品牌組閤的管理：工具和分子圖方法
评分對品牌組閤的管理：工具和分子圖方法
评分對品牌組閤的管理：工具和分子圖方法
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