品牌Branding
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作者： Steve Coomber 著
出 版 社：
出版时间： 2002-12-1字数：版次： 1页数： 122印刷时间： 2002/08/01开本：印次：纸张： 胶版纸I S B N ： 9781841124100包装： 平装编辑推荐
作者简介：
STEPHEN COOMBER writes for a variety of publications, including The Times and Internet Money magazine. He is author of the report into corporate values, Heart and Soul.
内容简介
Fast track route to mastering brands and branding
Covers the key areas of branding, from developing a strong brand personality and differentiation to brand valuation and protecting your brand
Examples and lessons from some of the world's most successful businesses, including CocaCola, Intel, Toyota and Virgin, and ideas from the smartest thinkers, including David Aaker, Philip Kotler, John Quelch, Al Ries and Ted Levitt
Includes a glossary of key concepts and a comprehensive resources guide
ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.
目录
Introduction to Express Exec
Introduction to Branding
Definition of Terms: What Is a Brand?
The Evolution of Brands
The E-Dimension: E-Branding
The Global Dimension
The State of the Art
In Practice: Branding Success Stories
Key Concepts and Thinkers
Resources
Ten Steps to Making Branding Work
Frequently Asked Questions (FAQs
Acknowledgements
Index
