Building Strong Brands pdf epub mobi txt 电子书 下载 2024


Building Strong Brands

简体网页||繁体网页
David A. Aaker
Simon & Schuster UK
2010-4-29
400
GBP 10.99
Paperback
9781849830409

图书标签: brand  Aaker  沟通营销  战略  品牌  DM   


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发表于2024-12-23

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

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

Building Strong Brands pdf epub mobi txt 电子书 下载 2024



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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.

Building Strong Brands 下载 mobi epub pdf txt 电子书

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