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Jingdong book

重塑品牌的六大法则：麦当劳是如何为品牌重注活力的

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Jingdong book

重塑品牌的六大法则：麦当劳是如何为品牌重注活力的

Name: 重塑品牌的六大法则：麦当劳是如何为品牌重注活力的
Brand: Jingdong book
SKU: 3102005401
Price: 27.02 USD
Availability: OutOfStock

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Content Description

《重塑品牌的六大法则：麦当劳是如何为品牌重注活力的》的作者曾任麦当劳的首席营销官，负责麦当劳品牌的重建项目，基于此次的经验以及作者对于培养、管理和建立品牌方面的真知灼见和切身的实践，在本书中总结并阐述了使品牌重新焕发活力的大法则，帮助企业重振品牌、焕发活力，特别是在今天全球经济疲软之时，找到新的增长点。

Author Description

拉里·莱特（Larry Light）是全球领先的品牌顾问公司Arcature LLC的首席执行官。2002年~2005年，在麦当劳市场转型的重大时期，他担任麦当劳的全球首席营销官。通过在日产、3M和IBM等公司的工作，他总结出了具有突破性的法则、理念、方法和步骤，用来培育、管理和塑造品牌，从而使企业获得持续的盈利性增长。莱特曾是BBDO的执行副总裁，负责市场调查和媒体。他还曾任达彼思（Bates）全球国际部的主席兼首席执行官，并任达彼思董事。琼·基顿（Joan Kiddon）是Arcature LLC的总裁兼首席运营官。在麦当劳品牌转型时期，她担任关键策略的咨询顾问。基顿是从纽约的BBDO开始自己的营销职业生涯的，后来曾升任位于洛杉矶的BBDO西部分公司市场调查总监。积累了数年独立咨询的经验以后，她于1991年加入了Arcature LLC。

Comments

拉里和琼为所有商业管理者提出了一套很好的指导原则——无论他们是在重建品牌，还是在确认现有品牌的表现。
——罗斯·史密斯（Russ Smyth），H&R Block首席执行官，前麦当劳欧洲区总裁

是否拥有一个强有力的品牌是决定企业成败的关键，这种观念在现今社会尤其正确。本书不仅从一个独特的视角讲述了麦当劳如何成功地实现了品牌重塑，更重要的是它提出了六条非常有用的法则，适用于任何品牌的重塑。
——汉斯·斯特拉伯格（Hans Straberg），瑞典伊莱克斯总裁兼首席执行官

本书展示了这样一个基本事实：品牌塑造源于对改变消费者欲求的理解。创造、发展、保持和加强消费者关系是品牌成功的关键。这本书对于那些相信品牌管理并且知道市场营销远大于做做广告的人来说是份礼物。书写得引人入胜，读起来很愉快。
——霍华德·沃克（Howard Walker），M&M/玛氏公司前总裁

在过去的两年中，我们努力想转变成为一个更加以顾客为中心的公司，拉里在这方面是个很棒的合作伙伴。他深知如何激励员工和利用资金，使他们服务于整体市场策略，这样的洞察力对于任何致力于公司转型或致力于发展顾客驱动型组织的管理团队都是无价之宝。
——维尼恩佐·皮埃欧尼（Vincenzo Picone），通用电气金融服务公司全球市场总监

Catalogue

前言
引言法则及其实践简介
第1章转型的背景
大品牌有大麻烦
问题出在哪？
雷·克罗克的梦想
供应链
准备就职
形势如何？
我们的领先优势：领导团队
致胜计划
品牌力
总结
第2章重塑品牌的六个法则
品牌管理不等于做广告
法则1：重新定义组织焦点
法则2：恢复品牌相关度
法则3：彻底改造品牌体验
法则4：加强面向结果的企业文化
法则5：重建品牌信任

法则6：实现全球联盟
第3章法则1：重新定义组织焦点
品牌宗旨
麦当劳的品牌宗旨
价值等式
财务纪律
运营优化
先锋营销
重新定义组织焦点的行为准则
第4章法则2：恢复品牌相关度
全面了解市场
了解市场细分
以需求为基础的市场细分简介
选择目标细分市场
综合与分析
排序，优先
先锋营销
麦当劳的市场细分
品牌承诺是什么？
品牌金字塔
品牌精髓
矛盾式的承诺
麦当劳的矛盾式承诺
恢复品牌相关度的行为准则
第5章法则3：彻底改造品牌体验
人力
产品
地点
价格
促销
结论
彻底改造品牌体验的行动准则
第6章法则4：加强面向结果的企业文化
不是所有的增长都有同样的价值
平衡的品牌管理计分卡
加强面向结果的企业文化的行为准则
第7章法则5：重建品牌信任
信任危机
建立信任的五项原则
行胜于言
引导舆论，而不要回避
快餐业成为众矢之的
抓住公开的机遇
可靠的消息出自可靠的来源
好公民自有回报
重建品牌信任的行为准则
第8章法则6：实现全球联盟
联盟
框架内的自由度
内部营销的必要性
实现全球联盟的行为准则
第9章实现全球联盟：制订致胜计划
致胜计划的三部分
童心果园食品公司
第一步：品牌方向——明确品牌宗旨和品牌承诺
第二步：创建5p行动计划
第三步：业绩评估
致胜计划的意义
制订致胜计划的行为准则
第10章六个法则真的有效吗？
继续前进
总结：品牌重塑

Book Abstract

拉里·莱特（Larry Light）是全球领先的品牌顾问公司Arcature LLC的首席执行官。2002年至2005年，在麦当劳市场转型的重大时期，他担任麦当劳的全球首席营销官。通过在日产、3M和IBM等公司的工作，他总结出了具有突破性的法则、理念、方法和步骤，用来培育、管理和塑造品牌，从而使企业获得持续的盈利性增长。莱特曾是BBDO的执行副总裁，负责市场调查和媒体。他还曾任达彼思（Bates）全球国际部的主席兼首席执行官，并任达彼思董事。
琼·基顿（Joan Kidden）是Arcature LLC的总裁兼首席运营官。在麦当劳品牌转型时期，她担任关健策略的咨询顾问。基顿是从纽约的BBDO开始自己的营销职业生涯的，后来曾升任位于洛杉矶的BBDO西部分公司市场调查总监。积累了数年独立咨询的经验以后，她于1991年加入了Arcature LLC。
……

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