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Jingdong book

品牌命名：世界知名品牌背后的故事

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Jingdong book

品牌命名：世界知名品牌背后的故事

Name: 品牌命名：世界知名品牌背后的故事
Brand: Jingdong book
SKU: 3102013241
Price: 46.37 USD
Availability: OutOfStock

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大多数产品从使用某个愚蠢的品牌名称之初就注定要失败。品牌名称以其最简单的方式成为你们公司产品的广告。——[美国]Frank Delano
好名字，可以让品牌知名度迅速提升也可以给品牌带来正面的宣传联想，可以立竿见影地为企业创造利润，你的企业是否有让人迅速识别，以至产生喜好度的命名？该名称对目前的营销是否真的有帮助？无论是你的产品设计得多么好，或者是多么便宜，如果命名这关过不去的话，品牌魅力就会削减一半。
索尼公司创始人盛田昭夫曾经说过：“取一个响亮的名字，以便引起顾客美好的联想，提高产品知名度与竞争力。”
品牌名字本身就是广告语，与其花上千万元的广告费还不如起个好名字。一个引人注目的品牌名字可以让一个并不出众的广告突现。本书的作者史蒂夫?里夫金是美国最有名的命名公司里夫金公司的所有人，本书是他把自己几十年工作经验以及积累展现给大家，书中详细讲述了好名字的特征以及如何为企业起一个好名字。

Content Description

一个品牌名称到底和另外一个品牌名称有什么区别？什么因素使得有些品牌名称非常优秀，而另外一些十分糟糕？是否知道这些可以成为一个生意是大获成功还是走向破产的原因。
本书作者讲述了关于品牌命名的一切内容。在世界各地，名称如何产生？什么东西组成名称？他们是如何制造出来的？他们是如何构成、买卖和受到保护的？名称存在的许多方式是怎么样的？命名者是如何在脑电波上滑行的？这本书里有很多的关于什么能做、什么不能做的知识，本书有关于名称是如何构成的专门知识，关于品牌发音的内容，还谈到名字怎样表达价值，并告诉我们在世界上的什么地方可以找到好中字人，什么将成为世界上的好名字。
快乐奏、多案例、回顾过去、展望未来，这是一本关于品牌命名的既专业又全面的书，这是任何对于拥有“自有词汇”有兴趣的人的必读书。

Author Description

史蒂夫里夫金（Steve Rivkin）,加拿大人，成功的美国命名公司里夫金公司的所有人，许多关于品牌创建的书籍的合著者，包括《新定位》、《差异化或死掉》、《聪明主意》，这些书的销量已经超过几十万本。
弗雷泽·萨瑟兰（Fraser Sutherland）,曾撰写过11本图书，同时作为一个编辑，他参与了三个国家的许多字典编撰项目。

Comments

任何一个关注品牌的人都会喜欢这本书，从中可以了解到关于品牌名字和品牌命名的一切。
－－特劳特公司的总裁、《定位》作者、营销大师杰克·特劳特
目前在美国，有成百万的自由职业者都梦想着开始自己的生意、开发产品并推广自己的服务。无论他们是趁着互联网大潮碰运气的弄潮儿，还是没有满足的婴儿潮一代，他们有一个东西是相同的，那就是他们都需要一个名字。但是令人遗憾的是，没有这个方面的专门著作，里夫金和萨瑟兰的书填补了这个空白。本书中包含了大量有用的意见，还有很多有启发性的故事，它们都是关于一些我们熟悉的品牌，关于我们为何喜欢或者讨厌它们。
－－Laurie Pollock，奥美纽约前高级合伙人、策略总监
品牌的人性化与人性价值
当中国人没有用现代的理念解读品牌的时候，其实中国人对于品牌并不陌生，而现在我们非要用这些国外品牌的案例来进行解读时，我们是否会感到所谓品牌并不是神秘神秘的东西，而是工业化时代品牌在左右一个企业的命运时，人们就能感到所谓的对于品牌的解读，实际上也使对一个企业的解读，因为品牌之上附着许多东西。
在关于品牌的作用解释时，有这样的一段话：消费者或用户记忆商品工具不仅要将商品销售给目标消费者或用户,而且要使消费者或用户通过使用对商品产生好感,不断宣传,形成品牌忠诚,使消费者或用户重复购买。消费者或用户通过品牌,通过对品牌产品的使用,围绕品牌形成消费经验,存贮在记忆中,为将来的消费决策提供依据。一些企业更为自己的品牌树立了良好的形象,赋予了美好的情感,或代表了一定的文化,使品牌及品牌产品在消费者或用户心目中形成了美好的记忆,比如"麦当劳",人们对于这个品牌会感受到一种美国文化、快餐文化,会联想到一种质量、标准和卫生,也能由"麦当劳"品牌激起儿童在麦当劳餐厅里尽情欢乐的回忆。
品牌以质量取胜,品牌常附有文化,情感内涵,所以品牌给产品增加了附加值。同时,品牌有一定的信任度、追随度,企业可以为品牌制定相对较高的价格,获得较高的利润。
品牌之上有许多故事，本书的真正打动人心之处，就在于关于品牌的故事以及对它的描述，是生动的是非教科书式的，也使给非品牌专业人士读，而那些做品牌工作的人，同样也能在这些通俗的故事中重新激发创造的热情，而且品牌的出现和坚持之中都是和人有关和人文有关的故事。
-- 价值中国网李华新

Catalogue

序言
前言
导言名字的特点
第一部分名字
第一章名字的分类
第二章描述性的名字：所见即所得
第三章暗示性的名字：言外之意
第四章人造名字：新鲜词汇
第二部分命名
第五章脑电波和头脑风暴
第六章起个好名字
第七章起个坏名字
第八章七拼八凑：名字的构成
第九章品牌主张的形象
第十章销售之声
第十一章符号及其利益
第十二章传遍全球的名字
第三部分命名者
第十三章不可能的职业
第十四章写个清单
第十五章再检查一遍
第十六章玩转名字的网络
第十七章命名之后
后记品牌名称有未来吗?
附录产品和服务的国际商标分类

Introduction

引言：屈云波回到派力营销
因为多年身体透支的原因，加上天生我行我素的性格，从科龙回京后，我离岗休息了4年，至今年年初身体恢复正常后，开始研究我个人及派力的二次创业该怎么做。认真研究后的结论是：派力在中国营销界有非常好的商誉、品牌和客户积累，而且仍保持着深厚扎实的专业技术积累和超前的营销理念及概念，我们应该继续专注营销并继续倡导专业实战和持续成长，但需要做较大的、更具历史使命感的业务转型!因为中国专业营销服务市场已经进入成长期，总体上中国企业和营销人员对专业营销产品和服务的市场需求既扩大了又加深加宽了，质量要求也有所提高了，但派力应该也完全有能力迅速回到专业领导者的位置!
过去：派力营销曾是中国营销人的启蒙者
派力营销创办13年来，虽人来人往，一起一伏，但始终不忘自己的立业宗旨和经营理念，那就是”传播专业营销。

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