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Jingdong book

品牌三部曲1：管理品牌资产

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Jingdong book

品牌三部曲1：管理品牌资产

Name: 品牌三部曲1：管理品牌资产
Brand: Jingdong book
SKU: 3102003731
Price: 41.82 USD
Availability: OutOfStock

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《品牌三部曲1：管理品牌资产》是品牌三部曲的开创和奠基之作。

Content Description

《品牌三部曲1：管理品牌资产》是著名的“品牌三部曲”的第一部，同时也是开创和奠基之作，《创建强势品牌》和（品牌领导）的理论观点均生发于此。通过深入细致地研究品牌现象，《品牌三部曲1：管理品牌资产》清晰地阐述了品牌，标志和标语三者间明确的关系结构以及品牌资产的五种基本资产，并引用了诸多公司的案例，具体说明如何通过依次创建、培育和利用这五种品牌资产，从战略上管理品牌。

Author Description

戴维·阿克（David A. Aaker），世界级品牌管理大师，被《品牌周刊》誉为“品牌资产的鼻祖”。
戴维·阿克在马萨诸塞理工学院取得学士学位，后在斯坦福大学取得硕士及博士学位。
1996年，因对营销科学的发展做出杰出贡献，戴维·阿克被授予保罗·康弗斯奖（Paul D.Converse Awards），2004年，戴维·阿克获得麻省理工学院Sloan Buck Weaver营销奖。经常活跃在美国、欧洲、南美和日本各地。
戴维·阿克先后出版了13部著作，其中的《管理品牌资产》（1991）、《创建强势品牌》（1995）和《品牌领导》（1998）被喻为“品牌三部曲”并畅销全球，对全球企业界产生了广泛、深远的影响；其中《管理品牌资产》、《创建强势品牌》和Developing Business Strategies等三部著作被翻译成八种以上文字。

Comments

★管理者必读之书。在竞争日趋激烈的市场上，蠢才比拼价格，胜利属于那些能够找到在消费者心目中产生永久价值的方法的人。本书是为那些成功者所写的，它将简洁的案例研究与合理的学术研究融为一体：
——《追求卓越》作者（汤姆·彼得斯）

★通俗易懂，富含大量有用的信息——戴维·阿克在这本无与伦比的著作中精辟地阐明了品牌资产的本质。所有的市场营销人员都应该读这本书，并将内容融汇于心。
——可口可乐公司高级副总裁、全球营销总监（彼得·希利）

★如果管理得当，那么随着时间的流逝，任何资产所能获得的回报都不及商标所能获得的回报。戴维·阿克的书有助于学生和企业在职人员更好地理解品牌资产领域的复杂性、敏感性和机遇。
——菲利普·莫里斯公司高级营销副总裁（戴维·丹古尔）

Catalogue

译者序
前言
第1章品牌资产
象牙皂的故事
品牌的作用
不重视品牌建设
资产和技能的作用
品牌资产的含义
品牌的价值
依据未来收益估算品牌价值
管理品牌资产的若干问题
本书内容安排

第2章品牌忠诚度
微处理的故事
品牌忠诚度
衡量品牌忠诚度
品牌忠诚度的战略价值
巩固并提高忠诚度
向老顾客销售，而非向新顾客销售
问题思考

第3章品牌知名度
大产变日产的故事
通用变百得的故事
品牌知名度的含义
知名度如何影响品牌
老品牌名称的优势
如何实现知名度
问题思考

第4章感知质量
施利茨的故事
感知质量的含义
感知质量如何创造价值
感知质量的影响因素
问题思考

第5章品牌联想：定位决策
体重监控的故事
联想、形象与定位
品牌联想如何创造价值
品牌联想的类别
问题思考

第6章品牌联想的衡量
福特打造金牛座汽车的故事
品牌对人们的意义
定量衡量品牌感知
问题思考

第7章选择、创建并保持品牌联想
第8章名称、标志和口号
第9章品牌扩展
第10章复兴品牌
第11章建立全球品牌
注释

Book Abstract

我们必须知道要创建哪些联想，但同时，我们也要解决以下问题：
联想的关键信号是什么？——这些关键信号是如何影响顾客感知的？
在第3章中，我们讨论了高质量的信号。很多产品的真实质量，顾客是没有能力去评估的。这时，质量信号就会起到重要作用，例如立体声扬声器的大小、汽车关门的声音、番茄汁的浓度、产品的价格等。特别是服务产品，其价值更难评估。同样，消费者会寻找相应的判断信号，例如家具搬运工的外表、诊疗室的整洁度、银行柜员的态度等。
感知质量并不是唯一易受判断信号影响的联想。诺德斯特龙公司的古典钢琴师给人以一系列的联想信号，例如轻松自在的购物环境和独具特色的超值服务。卡特彼勒公司48小时内零部件到货保证透露出了公司重视顾客、拥有全球分销网络的信号。七喜樱桃可乐的粉色包装提高了产品的认可度，是“清新”、“樱桃口味”的信号。同样，干净整洁的飞机客舱也会影响人们对飞机安全的认识。汤姆·彼得斯说，假如飞机座位上有污点，人们就会认为这是飞行员和飞机安全记录不佳的表现，是非常严重的失误。
增加高科技方面的可信度一款新推出的高科技产品，特别是新公司推出的高科技产品需要建立可信的联想：既要让人相信产品是有价值的，又要让人相信企业能够长期存活，为顾客提供持续的产品服务。5如果这类新公司有赞助人的支持，就表明它们具有可信度。例如，风险资本家本罗森（BenRosen）宣布投资康柏电脑和莲花软件（Lotus）时，就给这两家公司带来了可信度。赛科和微软与IBM的合作关系则为这两家公司树立了成功企业的形象。另外，争取到一位重要客户也会让局面大不相同。如果西夫韦食品药品零售公司（Safeway）经过分析对比采购了一套计算机系统，那么其他零售店的采购人员就会增加对这套计算机系统的信心。当然，平面媒体，尤其是产品评论更是能产生惊人的效果。一篇发布在《电脑杂志》（PC Magazine）上的文章，其效果是普通广告的20倍。
为品牌分类一般而言，消费者不会对品牌进行细致入微的全面评估，他们只会利用判断信号将品牌与某类产品联系起来。研究表明，人们往往喜欢将周围的事物分门别类，从而有效地组织信息。
……

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Jingdong book

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