附註:At head of title: American Marketing Association.
Includes bibliographical references (pages 237-240) and index.
The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow.
摘要:Internationally respected marketing consultant Joe Marconi shows how to build a "value-added" brand in today's competitive global marketplace by creating an effective, integrated strategy involving advertising, marketing, publicity, and research. Case studies of successful brands that are now household names as well as those we no longer remember are included. Features "on-the-money" guidance for building successful brand strategies and brand loyalty including finding the right name or changing names, creating logos, signatures, and corporate identity programs, building a brand through advertising, and creating, managing, and marketing brand equity.
