{{sellerTotalView > 1 ? __("sellers", {number: sellerTotalView}) : __("seller", {number: sellerTotalView}) }}, {{numTotalView > 1 ? __("items", {number: numTotalView}) : __("item", {number: numTotalView}) }}
free FREE

Change Your Zip Code

Inventory information and delivery speeds may vary for different locations.

Location History

{{email ? __('Got it!') : __('Restock Alert')}}

We will notify you by email when the item back in stock.

Cancel
Yami

Jingdong book

品牌如何成为偶像:文化式品牌塑造的原理

{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}

品牌如何成为偶像:文化式品牌塑造的原理

{{__(":people-members", {'people': item.limit_people_count})}} {{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ item.invalid_price }} {{ itemDiscount }}
Ends in
{{ itemCurrency }}{{ item.valid_price }}
{{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }}
{{ itemDiscount }}
{{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }} {{ itemCurrency }}{{ item.invalid_price }} {{itemDiscount}}
{{ itemCurrency }}{{ item.valid_price }}
Sale ends in
Sale will starts after Sale ends in
{{ getSeckillDesc(item.seckill_data) }}
{{ __( "Pay with Gift Card to get sale price: :itemCurrency:price", { 'itemCurrency' : itemCurrency, 'price' : (item.giftcard_price ? priceFormat(item.giftcard_price) : '0.00') } ) }} ({{ itemCurrency }}{{ priceFormat(item.giftcard_price / item.bundle_specification) }}/{{ item.unit }}) Details
Best before

Currently unavailable.

We don't know when or if this item will be back in stock.

Unavailable in your area.
Sold Out

Details

Full product details
Editer Recommend

彻底颠覆品牌DNA、品牌个性、口碑相传等关于品牌塑造的传统概念。
牛津营销大师为您揭密品牌如何成为偶像。
激发身份认同是成就偶像品牌的先决条件,粉丝和爱好者是支撑偶像品牌的强大推手,偶像品牌通过展现品牌概念缓解文化矛盾,品牌概念借助传播减轻人们对身份的焦虑。
一部关于品牌策略的“圣经”,为您详细解读偶像品牌的真谛。
从设法劝说到打造概念,从抽象联想到文化表达,从一成不变到顺应历史。
道格拉斯·霍尔特对品牌的真谛以及人们推崇品牌的不同方式有着深刻理解。
——古德拜-西尔弗斯坦广告公司董事长杰夫·古德拜
《品牌如何成为偶像》是对现代市场营销学的思考中最有见地的著作之一。它的分析完全建立在详尽的研究基础之上。绝非主观臆断.因此本书极具价值。
——BBH (Basle Bogie Hegarty)公司董事长兼全球创意总监约翰·赫加蒂
传统的品牌塑造模式很难解释偶像品牌的兴起与确立。道格·霍尔特的观点将品牌沟通与社会文化背景联系在一起,解释了某些品牌是如何兴起并保持长盛不衰的。这一崭新视角为读者提供了以往市场营销学文献从来涉及的极富价值的见解。
——彪马公司首席执行官约翰·采茨
《品牌如何成为偶像》是所有想弄清楚品牌与品牌之间为何存在天渊之别的研究人员和管理者的必读。
Content Description

可口可乐、哈雷戴维森、大众汽车等偶像品牌的品牌故事已经成为市场营销宝典的一部分。然而,道格拉斯·B.霍尔特认为这些广为流传的故事并没有切中要害。在对传奇偶像品牌的发展史进行广泛研究的基础上,霍尔特提出了一种将对品牌塑造策略产生深远影响的全新模式。
在这本富于启迪性的书中,霍尔特阐述了品牌之所以成为偶像,依靠的并不是对产品特色和利益点的突出与强调,而是在民族文化中确立一个推动性的、有价值的地位。偶像品牌通过“展现”品牌概念缓解尖锐的文化矛盾——以及文化矛盾所导致的广泛存在的人性欲望与焦虑。品牌概念通常借助强有力的广告宣传,平息文化矛盾,减轻人们对身份的焦虑与担忧。
迄今为止,偶像品牌与其说是建立在明确的品牌策略基础上,不如说是建立在广告公司创意人士的直觉上。《品牌如何成为偶像》一书正是从这种直觉中提炼出共性的原理,创建了全新的文化式品牌塑造模式这一全新模式戏剧性地改写了包括市场细分、目标市场、市场定位、品牌资本以及品牌忠诚度在内的核心市场营销原则。《品牌如何成为偶像:文化式品牌塑造的原理》援引斯奈普、激浪、百威、ESPN、科罗娜等偶像品牌的精彩案例,详细阐述了这一系列新的原则,并对书中革命性的观点进行了解释,其中包括:
管理者们被肤浅的品牌观点所蒙蔽,看不到有利可图的文化机会
文化演变是如何为新品牌带来机会,对已有品牌形成威胁的
为什么一成不变的品牌沟通对品牌来说可能是致命的
追逐潮流为何永远无法树立偶像品牌
品牌 真实性是如何通过沟通来建立的
为什么迎合品牌消费主体可能彻底葬送品牌价值
电视广告为何将好莱坞吹捧为传达强有力的品牌概念的渠道
霍尔特有力地阐释了,偶像品牌是借助立化而非产品来建立的。为强化品牌竞争力,管理者们需要停止品牌塑造的外包,自下而上营造积极的文化氛围。
《品牌如何成为偶像》一书彻底颠覆了三十年来一直主导着管理者思维的品牌原理,启发管理者们对原有的品牌策略假设进行重新思考。
Comments

道格拉斯·霍尔特对品牌的真谛以及人们推崇品牌的不同方式有着深刻理解。
——古德拜-西尔弗斯坦广告公司董事长 杰夫·古德拜
《品牌如何成为偶像》是对现代市场营销学的思考中最有见地的著作之一。它的分析完全建立在详尽的研究基础之上。绝非主观臆断.因此本书极具价值。
——BBH (Basle Bogie Hegarty)公司董事长兼全球创意总监 约翰·赫加蒂
传统的品牌塑造模式很难解释偶像品牌的兴起与确立。道格·霍尔特的观点将品牌沟通与社会文化背景联系在一起,解释了某些品牌是如何兴起并保持长盛不衰的。这一崭新视角为读者提供了以往市场营销学文献从来涉及的极富价值的见解。
——彪马公司首席执行官 约翰·采茨
《品牌如何成为偶像》是所有想弄清楚品牌与品牌之间为何存在天渊之别的研究人员和管理者的必读。
——弗吉尼亚大学麦金太尔商学院市场营销学教授 大卫·米克
Catalogue

前言
致谢
第一章 什么是偶像品牌
什么是品牌?
身份价值与偶像品牌
文化式品牌塑造的原理
偶像品牌缓解尖锐的社会矛盾
偶像品牌通过展现品牌概念缓解社会矛盾、满足
社会愿望
身份概念寓于品牌之中,消费者通过仪式行为
体验、分享品牌概念
身份概念存在于平民世界
偶像品牌扮演文化先行者角色
偶像品牌依靠突破性而非一贯性
偶像品牌的文化光环效应
本书框架

第二章 文化式品牌塑造的独特之处
从消费者心理占有率式品牌塑造到文化式品牌塑造
科罗娜啤酒的品牌简史
为什么消费者心理占有率式品牌塑造模式无法
偶像品牌?
从情感式品牌塑造到文化式品牌塑造
可口可乐品牌简史
为什么情感式品牌塑造无法造就偶像品牌?
从病毒式品牌塑造到文化式品牌塑造
斯奈普品牌简史
为什么病毒式品牌塑造无法造就偶像品牌?
通往文化式品牌塑造之路
从设法劝说到打造概念
从抽象联想到文化表达
从一成不变到顺应历史

第三章 瞄准概念市场.
山地人概念
国家意识形态:科学官僚主义
文化冲突:组织归属感冲淡不羁的个人主义
山地人概念市场
激浪的山地人概念
文化演变粉碎了山地人概念
跟上文化演变的潮流
草莽概念
国家意识形态:华尔街拓荒者
文化冲突:雅皮士不是英雄
草莽概念市场
激浪的草莽概念
文化演变消灭了草莽文化
懒汉概念
国家意识形态:个人主义拓荒者
文化冲突:劳动体现男子汉气概只是笑谈
懒汉概念市场
激浪的懒汉概念
概念市场是如何运转的
国家意识形态
文化冲突
平民世界
概念市场

第四章 创作文化简述
文化简述的要素
恒美的波希米亚概念
瞄准“遵从”文化冲突
恒美的概念处理手法
在艺术世界树立真实性
恒美的魅力美学
追求消费者心理占有率埋没了一个偶像品牌
阿诺德的独立艺术概念
美国意识形态:波希米亚拓荒者
瞄准波波文化
阿诺德的概念处理手法
来自平民的真实声音:独立艺术世界
阿诺德的魅力美学:独立电影
将创造力与策略相联系

第五章 利用文化与政治权威
百威品牌简史
啤酒品牌竞相创造新的男子汉概念
……

第六章 把品牌忠诚度作为社会网络进行管理
第七章 共同打造概念
第八章 概念推进
第九章 视品牌塑造为文化行为
附录方法
注释
部分参考书目
作者简介
Book Abstract

第二章文化式品牌塑造的独特之处
偶像品牌是在一套笔者称为文化式品牌塑造模式的潜在战略原则的指导下塑造出来的。这些原则完全不同于传统的品牌塑造方案中所提出的原则。事实上,文化式品牌塑造推翻了管理者宣扬了几十年的许多准则。为了弄清文化式品牌塑造是怎样运作的,就要抛弃传统的思维,同时要培养一种新的思维方式。为了培养这种新的思维方式,笔者从三个简短的案例人手,将文化式品牌塑造与当今商业实践中占主导地位的三种品牌塑造模式进行了比较。
20世纪70年代以来,管理者们过分依赖于品牌塑造的认知模式——笔者称之为消费者心理占有率模式。20世纪90年代,一些专家认为该模式忽视了品牌塑造的情感和关系这两个方面,于是对其加以改进,提出一种新的品牌塑造模式,笔者称之为情感式品牌塑造模式。近年随着互联网的兴起,另一种具有竞争力的品牌塑造模式开始流行起来,即病毒式品牌塑造模式。
……
Introduction

我生长在伊利诺伊州(Illinois)的罗克福德(Rockford)。这个工业小镇,曾在20世纪70年代末与当时密歇根州(Michigan)的弗林特(Flint)一样,是美国失业率最高的城市之一。那时,罗克福德在前300名最适合居住的城市中似乎总是排在第297位,但对于一个还无须为找工作发愁的孩子来说,这个城镇还蛮不错。
我和很多认识的人一样是摇滚迷,常常买专辑、玩空气吉他、看演唱会、灌录磁带,还拍了成百张演唱会的照片。著名的芝加哥电台DJ史蒂夫·达尔(Steve Dahl)在考密斯基公园的一场篮球赛前放出迪斯科音乐时,我雀跃了。作为一名高中生,我喜欢很多乐队——开始是波士顿(Boston)和吻乐团(Kiss),后来是冥河(Styx)、空中铁匠(Aerosmith)和特德·纽金特(Ted Nugent),但我的至爱是我家乡的英雄——罗克福德自己的乐队——廉价把戏(Cheap Trick)。
我心中的英雄是廉价把戏乐队的主吉他手里克·尼尔森(RickNielsen)。在万圣节的舞会上,我曾把自己打扮得跟他一样。尼尔森击败了摇滚史册上所有的经典形象。当摇滚吉他手们都留着长发、身穿紧身仔裤、裸露胸毛,拨弄着犹如他们灵魂附体的吉他时,尼尔森的穿着却更像是一个书呆样的学生仔。他穿着羊毛衫,留着短发,戴着棒球帽,在舞台上手舞足蹈,像拉斯维加斯(Las Vegas)的伴舞女孩一样在空中互击双腿,不断朝人群做着奇怪的卡通式表情。

Specifications

Brand Jingdong book
Brand Origin China

Disclaimer

Product packaging, specifications and price are subject to change without notice. All information about the products on our website is provided for information purposes only. Please always read labels, warnings and directions provided with the product before use.

View Full Terms of Use
Add to favorites
{{ $isZh ? coupon.coupon_name_sub : coupon.coupon_ename_sub | formatCurrency }}
{{__("Buy Directly")}} {{ itemCurrency }}{{ item.directly_price }}
Quantity
{{ quantity }}
{{ instockMsg }}
{{ limitText }}
{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}
Sold by JD@CHINA
Ship to
{{ __("Ship to United States only") }}
Free shipping over 69
Genuine guarantee

Added to Cart

Keep Shopping

More to Consider

{{ item.brand_name }}

{{ item.item_name }}

{{ item.currency }}{{ item.market_price }}

{{ item.currency }}{{ item.unit_price }}

{{ item.currency }}{{ item.unit_price }}

Coupons

{{ coupon.coupon_name_new | formatCurrency }}
Clip Clipped Over
{{ getCouponDescStr(coupon) }}
{{ coupon.use_time_desc }}
Expires soon {{ formatTime(coupon.use_end_time) }}

Share this item with friends

Cancel

Yami Gift Card

Get this exclusive deal when paying with gift card

Terms and Conditions

Gift card deals are special offers for selected products;

The gift card deals will automatically be activated if a customer uses gift card balance at check out and the balance is sufficient to pay for the total price of the shopping cart products with gift card deals;

You will not be able to activate the gift card deals if you choose other payment methods besides gift card. The products will be purchased at their normal prices;

If your account balance is not enough to pay for the products with gift card deals, you can choose to reload your gift card balance by clicking on the Reload button at either shopping cart page or check out page;

Products that have gift card deals can be recognized by a special symbol showing 'GC Deal';

For any additional questions or concerns, please contact our customer service;

Yamibuy reserves the right of final interpretation.

Sold by Yami

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

Yami is committed to provide our customers with a peace of mind when purchasing from us. Most items shipped from Yamibuy.com can be returned within 30 days of receipt of shipment (For Food, Beverages, Snacks, Dry Goods, Health supplements, Fresh Grocery and Perishables Goods, within 7 days of receipt of shipment due to damages or quality issues; To ensure that every customer receives safe and high-quality products, we do not provide refunds or returns for beauty products once they have been opened or used, except in the case of quality issues; Some products may have different policies or requirements associated with them, please see below for products under special categories, or contact Yami Customer Service for further assistance).
Thank you for your understanding and support.

Learn More

Sold by Yami

Terms and Conditions of Yami E-Gift Card

If you choose “Redeem automatically” as your delivery method, your gift card balance will be reload automatically after your order has been processed successfully;

If you choose “Send to Email”as your delivery method, the card number and CVV will be sent to the email address automatically;

Any user can use the card number and CVV to redeem the gift card, please keep your gift card information safely. If you have any trouble receiving email, please contact Yami customer service;

Yami gift card can be used to purchase both Yami owned or Marketplace products;

Yami gift card will never expire;

Yami gift card balance does not have to be used up at once;

All rights reserved by Yami.

Return Policy

Gift card that has already been consumed is non-refundable.

Sold by JD@CHINA

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Service Guarantee

Yami Cross-store Free Shipping over $69
Yami 30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69
Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)


Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Yami

Download the Yami App

Back Top

Recommended for You

About the brand

Jingdong book

为您推荐

Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

Reviews{{'('+ commentList.posts_count + ')'}}

Have your say. Be the first to help other guests.

Write a review
{{ totalRating }} Write a review
  • {{i}} star

    {{i}} stars

    {{ parseInt(commentRatingList[i]) }}%

Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}
Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}

No related comment~

Review

Yami Yami

{{ showTranslate(commentDetails) }}Show Less

{{ strLimit(commentDetails,800) }}Show more

Show Original

{{ commentDetails.content }}

Yami
Show All

{{ formatTime(commentDetails.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ commentDetails.likes_count }} {{ commentDetails.likes_count }} {{ commentDetails.reply_count }} {{commentDetails.in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Comments{{'(' + replyList.length + ')'}}

Yami Yami

{{ showTranslate(reply) }}Show Less

{{ strLimit(reply,800) }}Show more

Show Original

{{ reply.reply_content }}

{{ formatTime(reply.reply_in_dtm) }}

{{ reply.reply_likes_count }} {{ reply.reply_likes_count }} {{ reply.reply_reply_count }} {{reply.reply_in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Cancel

That’s all the comments so far!

Write a review
How would you rate this item?

Please add your comment.

  • A nice nickname will make your comments more popular!
  • The nickname in your account will be changed to the same as here.
Thanks for your review
Our community rely on great reviews like yours to find the best of Asia.

Report

If you find this content inappropriate and think it should be removed from the Yami.com site, let us know please.

Cancel

Are you sure to delete your review?

Cancel

You’ve Recently Viewed

About the brand

Jingdong book