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Jingdong book

品牌的起源

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Jingdong book

品牌的起源

Name: 品牌的起源
Brand: Jingdong book
SKU: 3102016901
Price: 20.20 USD
Availability: OutOfStock

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华章大师经典之定位系列
定位之父艾·里斯认为自己最重要的一部著作，重新定义了品牌以及品牌创建的哲学和方法
定位思想正在以下组织或品牌中得到运用
国际部分
● IBM成功转型，重铸辉煌
● 西南航空后来居上，市值超美国航空业三强总和
惠普、宝洁、通用电气、苹果、汉堡王、美林、默克、雀巢、施乐、百事、宜家等《财富》500强企业，“棒！约翰”、莲花公司、泽西联合银行、Repsol石油、ECO饮用水、七喜……
国内部分
● 长城汽车品类聚焦打造“中国SUV领导者”，越保时捷成为全球利润率高的车企
● 真功夫成为直营店数量最多的“中式快餐领导品牌”
红云红河集团、老板吸油烟机、鲁花花生油、美的电器、创维电器、爱玛电动车、新杰克缝纫机、惠泉啤酒、燕京啤酒、家有购物集团、西贝餐饮、老乡鸡快餐连锁……

Content Description

《品牌的起源》重新定义了品牌以及品牌创建的哲学和方法，使品牌创建的过程成为一门科学、成为商业的一部分，而非灵光一现的艺术或者虚无缥缈的品牌宗教。艾·里斯先生和劳拉·里斯女士指出：商业发展的动力是分化；分化诞生新品类；真正的品牌是某一品类的代表；消费者以品类来思考，以品牌来表达；品类一旦消失，品牌也将消亡，企业创建品牌的正道是把握分化趋势，创新品类，创建新品牌，发展品类，壮大品牌，以多品牌驾御多品类，最终形成品牌大树。在某种意义上，《品牌的起源》以营销达尔文主义的哲学宣告了品牌神创论的终结，令人对品牌的创建有拨云见日豁然开朗之感。

Author Description

艾·里斯，定位理论创始人、里斯伙伴（全球）营销公司主席，作为第一作者，与杰克·特劳特合著《定位》、《商战》、《营销革命》、《22条商规》、《人生定位》等享誉世界的营销经典，贡献了这些著作中的核心思想并撰写了主要内容。20世纪90年代以来，艾·里斯与女儿劳拉·里斯先后出版了《聚焦》、《品牌的起源》、《董事会里的战争》等著作，把定位理论带上新的巅峰。

劳拉·里斯，里斯伙伴（全球）营销公司总裁，定位之父艾·里斯的女儿及合伙人，定位理论的卓越继承者，美国公认的新一代营销战略大师，美国福克斯新闻频道、CNBC、美国广播公司和CNN等频道和栏目的特约战略顾问，并为全球《财富》500强企业提供品牌战略咨询服务。

Catalogue

总序定位理论
推荐序品牌定位体系巅峰之作
前言
定律1生命的大树
The Great Tree of Life
定律2预测未来
Predicting the Future
定律3分立和征服
Divide and Conquer
定律4渐变 vs. 分化
Gradual Change vs. Divergence
定律5时钟收音机的诅咒
The Curse of the Clock Radio
定律6瑞士军刀式思维
Swiss Army Knife Thinking
定律7糟糕的创意从未消失
Bad Ideas Never Die
定律8高科技品牌的大树
The Great Tree of High-Tech Brands
定律9低科技品牌的大树
The Great Tree of Low-Tech Brands
定律10缺失环节的奥秘 9
The Mystery of the Missing Links
定律11第一者生存
Survival of the Firstest
定律12第二者生存
Survival of the Secondest
定律13修剪的威力
The Power of Pruning
定律14创造一个品类
Creating a Category
定律15确立一个敌人
Establishing an Enemy
定律16推出品牌
Launching the Brand
定律17总结
Wrapping Things Up
附录A定位思想应用
附录B企业家感言

Introduction

自艾·里斯的第一本书《定位》出版以来已经有23年了。
凑巧的是，也是在达尔文搭乘猎犬号英国海军舰艇完成他的考察旅行23年之后，他的巨著出版了。
时间磨砺了创意和概念，使其显得更加精练和纯化。尽管我们关于打造品牌的话题已经著述数十万字，但我们相信仍然没有把握这个主题的本质。我们相信一定有一条重要的定律在发挥作用，只是还未被界定、定义或解释。
我们相信这条定律非常根本，唯一能贴切类比的就包含在达尔文在生物学界的定义之作《物种起源》中。
这条定律就是“分化”。分化是世界上被知之最少却最强大的力量。
自然界中发生的事情也同样发生在产品和服务中。最终每个品类都会分化，并成为两个或更多的品类，为打造品牌提供了无穷的机会。
进化和分化的交互作用为我们理解宇宙和品牌世界提供了一个模式。
进化已经成为众所周知的观念，但是仅靠进化理论并不能说明地球上为什么有数百万种不同、独特的物种。如果没有分化的作用，进化本身创造的世界只会充斥着上百万体积大如恐龙的单细胞原核生物。
在品牌世界里也是如此。品牌通过进化变得更强大、更有主导力，然而是分化创造了新品类和新品牌得以诞生的条件。
把打造品牌和生物学相类比看起来可能有些牵强，但我们认为没有比这更好的类比能如此简单清晰地解释打造品牌的过程了。
正如赫胥黎在读了《物种起源》后所说的：“没想到这个观点，真是愚蠢之至！”

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Jingdong book

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