The hero and the outlaw :building extraordinary brands through the power of archetypes
- 作者: Mark, Margaret,
- 其他作者: Pearson, Carol,
- 出版: New York : McGraw-Hill ©2001.
- 稽核項: 1 online resource (xii, 384 pages) :illustrations.
- 標題: Produits de marque. , branding. , Advertising & Promotion. , Stratégie de marque. , Brand name products. , Electronic books. , Merken. , BUSINESS & ECONOMICS Advertising & Promotion. , Produits commerciaux Gestion. , Product management. , Gestion. , Produits commerciaux , Branding (Marketing) , BUSINESS & ECONOMICS
- ISBN: 007138118X , 9780071381185
- ISBN: 0071364153 , 9780071364157 , 0071407618 , 9780071407618
- 試查全文@TNUA:
- 附註: Includes bibliographical references and index. 1. The first system-ever-for the management of meaning. -- 2. Archetypes: The heartbeat of enduring brands. -- 3. Postmodern marketing. -- 4. The innocent. -- 5. The explorer. -- 6. The sage. -- 7. The hero. -- 8. The outlaw. -- 9. The magician. -- 10. The regular guy/gal. -- 11. The lover. -- 12. The jester. -- 13. The caregiver. -- 14. The creator. -- 15. The ruler. -- 16. The artichocke: Uncovering the archetypal meaning of your brand. -- 17. Telling your brand story. -- 18. The case of the March of Dimes. -- 19. May the force be with you: Capturing category essence. -- 20. The real Mccoy: Branding and organizational congruence. -- 21. Leaving a legacy: The ethics of archetypal marketing.
- 摘要: "The Hero and the Outlaw offers a clearly structured system that all business and marketing professionals can follow and replicate. Readers will learn how to understand the deep meaning of their product category and "claim" it for their brand, how to assess the competitive landscape from an archetypal perspective, how to connect with customers more deeply, and how to tell their brand's story in a way that echoes the most enduring and beloved story patterns, the world over." "Illuminating the untapped potential underlying every stage of the marketing mix the authors also show how the brand story begins with the product itself, and can be communicated not only in the advertising, but also in event marketing, public relations, organizational culture/policies, and philanthropic efforts. The book's fascinating culmination puts it all together with a discussion of how the deep meaning of a product category itself can inspire a unique and compelling brand identity."--Jacket.
- 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=63620
- 系統號: 005296523
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結
A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies to: • Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand • Harness the power of the archetype to align corporate strategy to sustain competitive advantage
來源: Google Book
來源: Google Book
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