珠海科技学院图书馆书目检索系统

Online Public Access Catalogue

题名/责任者:

Brand aid : an easy reference guide to solving your toughest branding problems and strengthening your market position / Brad VanAuken.

出版发行项:

New York : American Management Association, c2003.

ISBN:

0814406815

载体形态项:

xiv, 306 p. : ill. ; 24 cm.

个人责任者:

VanAuken, Brad.

论题主题:

Brand name products-Management.

论题主题:

Brand name products-Marketing-Management.

论题主题:

Trademarks-Design.

中图法分类号:

F713.5

书目附注:

Includes bibliographical references and index.

内容附注:

Introduction to brand management: The importance of brands -- Understanding the language of branding -- The brand management process : an overview -- Understanding the consumer -- Understanding the competition -- Brand design -- Brand identity standards and systems -- Building the brand: Driving the consumer from brand awareness to brand insistence -- Brand advertising -- Non-traditional marketing approaches that work -- Brand building on the Internet -- Developing a brand building organization - Integrated brand marketing -- Creating the total brand experience -- Leveraging the brand: Brand extension -- Global branding -- Brand metrics: Brand research -- Brand equity measurement -- Other brand management considerations: How organization age and size affect brand management issues -- Legal issues in brand management -- Brand managmenet, a summary: -- Common brand problems -- Twenty keys to success in brand building : a summary -- Appendix A: Brand audits -- Appendix b: Brand management and marketing resources -- Appendix C: Brand management quiz.

豆瓣简介：