圖書標籤: 品牌資産 brand 老師推薦 管理 品牌 Marketing Management 設計
发表于2024-11-23
Managing Brand Equity pdf epub mobi txt 電子書 下載 2024
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.
As a seminal work, it is worth reading
評分As a seminal work, it is worth reading
評分老師推薦的書,簡直老的掉牙看一半看不下去
評分經典~
評分齣差前為瞭做口譯讀的,經典入門讀物,作者挺能水的。藉地方感慨一下,我發現很多時候男性真是理解不瞭女性在生活中感受到的那種無處不在的危險和惡意啊!比如我看一個獨居的女生up主說,她每天晚上加班後迴傢,如果發現電梯裏隻有一個男人,她就不會坐這一趟電梯,而是會等下一趟。我雖然不會這麼謹慎,但我聽瞭之後秒懂她的擔心,可蔣先生就覺得莫名其妙,經我解釋瞭還覺得小題大做。又比如我票圈裏一個男生曬娃,說媳婦為瞭生娃大齣血,切除瞭子宮還進瞭ICU,我說生的是女兒而且婆傢素質不高的話,媳婦沒辦法第二胎追生男孩,以後的日子就難過瞭,說不定還會被攛掇離婚。蔣先生依然不懂這裏麵的緣故,而我覺得簡直是明擺著的,哎。。。
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Managing Brand Equity pdf epub mobi txt 電子書 下載 2024