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Jingdong book

品牌智慧：品牌战略实施的五个步骤

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Jingdong book

品牌智慧：品牌战略实施的五个步骤

Name: 品牌智慧：品牌战略实施的五个步骤
Brand: Jingdong book
SKU: 3102006481
Price: 24.23 USD
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世界品牌战略经典，已翻译成七种语言热销全球，被誉为打造天才品牌的宝典,ＩＢＭ、运通指定为公司排名前４００位高管的必读书,与《品牌领导》《品牌洗脑》《品牌的起源》《品牌22律》《2小时品牌素养》《微品牌》同类

给品牌取名是一回事，培育一个品牌却是另一回事。在《品牌智慧：品牌战略实施的五个步骤》中，作者杜纳·科耐普详尽地讲述了什么是“真品牌”，以及如何培育“真品牌”的五个步骤。对于那些快速成长的企业来说，“创*牌”的企业战略很重要的一部分，《品牌智慧：品牌战略实施的五个步骤》专为他们介绍了有关“创*牌”的实践方法，同时，还为各种各样的企业提供了“如何做”的具体步骤。

Content Description

《品牌智慧：品牌战略实施的五个步骤》讲述了创牌子并非只是可口可乐、麦当劳等国际品牌的专利。任何一家公司的老总都应该这样问：“我们该如何培育真品牌？像我们这样的企业，理想的品牌战略应该是什么样子？我们该做怎样的努力？这样做值不值得？”对企业而言，这些问题又牵扯到了无数的其他问题。比如，我们的产品和服务有哪些特色？谁的看法对我们重要——哪些人是我们的顾客？我们希望给他们怎样一种印象？我们该如何塑造自己所希望的形象？如何让他们知道我们，并对我们的产品和服务产生信任？问题还远不止这些。我们是否希望顾客认为是我们执行高价策略？或者，我们的目标市场是否属于价格敏感型市场（因为这样的话，我们应该合理定价）？严谨细致的内部评估、竞争分析和市场调研是解答这些问题的手段和培育强势品牌的基础。即使企业已经制订出相当理想的品牌战略，品牌培育工作也仅仅是刚开始而已。接下来的创建品牌、运营品牌、维护品牌、令品牌长久等工作都是非常艰巨的。

Author Description

杜纳·E·科耐普，是美国品牌战略咨询公司总裁, 服务客户包括AT&T, AAA 和Loews 酒店集团。他早年曾先后在雪佛兰汽车公司、Westin 酒店集团、假日集团工作，主抓企业品牌培育和管理工作，成绩斐然。

Catalogue

序一
序二
前言
致谢
品牌词典
第1章品牌智慧
品牌是一门学问
什么是品牌资产?
品牌是被遗忘的战略资产
何为品牌?
什么是真品牌?
创立品牌的最佳途径
品牌资产的驱动因素
品牌战略方针实施过程
品牌模式转换
品牌案例剖析
重点回顾
第2章品牌战略方针实施过程介绍
品牌战略方针的理论体系
品牌战略方针方法论
开始实施品牌战略
品牌应该具有独特性
建立差异性品牌认知
重点回顾
第3章品牌评估
品牌评估的理论体系
品牌评估方法
品牌案例剖析
重点回顾
第4章品牌承诺
品牌承诺的理论体系
品牌承诺方法
经历品牌承诺
品牌案例剖析
重点回顾
第5章品牌规划
品牌规划理论体系
品牌规划方法
品牌规划实施过程
品牌寿命
品牌案例剖析
重点回顾
第6章培育品牌文化
培育品牌文化的理论体系
有关顾客服务方面的奇谈谬论
如何培育品牌文化
品牌案例剖析：汉普顿酒店
重点回顾
第7章创造品牌优势
品牌优势的理念体系
商号品牌
品牌案例剖析：联邦百货商场
创造未来品牌
品牌联盟
品牌案例剖析：星巴克咖啡公司
重点回顾
第8章网上品牌战略
互联网真品牌理论体系
创建真品牌的策略
重点回顾
第9章品牌工具
品牌工具介绍
报告和表格范本

Book Abstract

"INTERSHOE集团总裁比尔·鲍姆(BlLLBAUM)认为，只有当新产品具有一定的独特性并使顾客觉得有十足的理由采取购买行为时，品牌延伸才会起作用。
当与一家超市联手创立一个特色十足的牛奶品牌时，我们遇到了挑战。这家超市已经决定好由一家奶场作为超市品牌牛奶的供应商。于是我们很想见见这个奶场的领导，以便对他们从服务承诺到牛奶质量都有一个全面的了解，同时确认他们具有哪些特色。
在与这家牛奶场的管理人员会面的过程中，他们认为所有牌子的牛奶基本上都是一样的，因为彼此的生产和管理情况非常接近。虽然他们对自家牛奶的质量非常自信，但却从心底里认为不同牌子的牛奶之间没有什么差别。于是，我们跟着他们的奶车，绕着奶场转了一圈，一路上不停地与奶农们交谈，不时地参观他们的牛奶生产车间，并且将整个牛奶的生产过程从前到后仔细检查了一遍。令人惊奇的是，我们居然发现了很多顾客们会认可的与众不同之处。这家奶场拥有惟一一家由国家颁发合格证书的奶制品实验室，这是对牛奶卫生安全最可靠的保证。这家奶场严格保证牛奶的质量。它们采取严格的化验措施，再加上专有的安全检验技术，在灌装之前，牛奶中哪怕是只含有极细微的一点点化学药品或细菌类杂质都能检测出来，从而保证了牛奶的质量。更重要的是，奶场的奶农都是经过严格挑选后招聘进来的，这在人的因素上就对生产优质牛奶提供了可靠保障。农场对牛奶的选择是建立在一大串复杂的标准之上的，饲养放牧要求都是完全统一的，饲养环境要求洁净卫生，方法上要讲究人道主义。在奶场中，奶牛受到很好的照看，而且牛奶从它离开奶牛身体那一刻起就放在最适宜的温度下进行冷藏。这些不但为顾客们提供了健康上的保证，而且通过在适宜温度下小心翼翼的看护，延长了牛奶的保险时间。
……

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