机读格式显示(MARC)
- 000 02064nam a2200325 a 4500
- 008 030116s2003 nyua b 001 0 eng
- 040 __ |a DLC |c DLC |d DLC
- 050 00 |a HD69.B7 |b V36 2003
- 099 __ |a CAL 022004034250
- 100 1_ |a VanAuken, Brad.
- 245 10 |a Brand aid : |b an easy reference guide to solving your toughest branding problems and strengthening your market position / |c Brad VanAuken.
- 260 __ |a New York : |b American Management Association, |c c2003.
- 300 __ |a xiv, 306 p. : |b ill. ; |c 24 cm.
- 504 __ |a Includes bibliographical references and index.
- 505 0_ |a 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.
- 650 _0 |a Brand name products |x Management.
- 650 _0 |a Brand name products |x Marketing |x Management.
- 650 _0 |a Trademarks |x Design.