附註:Includes index.
Copyright; CONTENTS; INTRODUCTION; ACKNOWLEDGMENTS; RULE 1: IT'S THE BRAND, STUPID ; RULE 2: CODEPENDENCY CAN BE BEAUTIFUL; RULE 3: A GREAT BRAND MESSAGE IS LIKE A BUCKING BRONCO-ONCE YOU'RE ON, DON'T LET GO; RULE 4: IF YOU WANT GREAT ADVERTISING, BE PREPARED TO FIGHT FOR IT; RULE 5: WHEN IT COMES TO SPONSORSHIPS, THERE'S A SUCKER BORN EVERY 30 SECONDS; RULE 6: DO NOT CONFUSE SPONSORSHIP WITH A SPECTATOR SPORT; RULE 7: DO NOT ALLOW SCANDAL TO DESTROY IN 30 DAYS A BRAND THAT TOOK 100 YEARS TO BUILD; RULE 8: MAKE YOUR DISTRIBUTORS SLAVES TO YOUR BRAND.
RULE 9: USE YOUR BRAND TO LEAD YOUR PEOPLE TO THE PROMISED LANDRULE 10: ULTIMATELY, THE BRAND IS THE CEO'S RESPONSIBILITY-AND EVERYONE ELSE'S, TOO; INDEX.
摘要:"A movie star like Tom Hanks talks openly about the importance of protecting the Tom Hanks brand. The State of Vermont thinks it's a brand, too and wants to keep out-of-state companies from borrowing the name "Vermont." Even the official exorcist of the Cathedral of Notre Dame believes he does a lot of business because Notre Dame has "a certain brand name."" "It's Brand Mania. And if you try to tell any professional anywhere in the world that brand matters, you are probably preaching to the converted." "At the same time, nothing is as misunderstood in business as the question of how to use a brand. Businesses routinely sink their brands with ill-considered mergers and acquisitions, mishandled scandals, and embarrassing sponsorships. Even brand-savvy companies like Nike and Coca-Cola occasionally stumble because they fail to recognize that a brand is everything a company does - the information you want to communicate to consumers and the information you communicate despite yourself."--Jacket.
