Creating powerful brands : in consumer, service and industrial markets
著者
書誌事項
Creating powerful brands : in consumer, service and industrial markets
Elsevier/Butterworth-Heinemann, 2003
3rd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of "From Brand Vision to Brand Evaluation", it has been comprehensively revised and updated with a raft of new cases and examples. The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: powerful analysis of new areas such as e-branding and e-marketing; a completely new set of advertising and brand images to illustrate key points; and, a powerful analysis of the key drivers of brand value. There can be no doubt that the power of brands in the international marketplace is still growing, and that "Creating Powerful Brands", third edition, can explain both why and how they work. It includes comprehensive coverage of brand management. It is applications orientated, yet grounded on solid theory. There are frameworks organizing the principles of brand building.
目次
- Foundations of brand management - Why it is important to create powerful brands
- Understanding the branding process
- Brand management in different sectors - How consumers choose brands
- How consumer brands satisfy social and psychological needs
- Business to business branding
- Service brands
- Retailers issues in branding
- Winning the brands battle - How powerful brands beat competitors
- The challenge of developing and sustaining added values
- Brand planning
- Brand evaluation.
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