附註:Previous edition: 2000.
Includes bibliographical references and index.
""Contents""; ""The author""; ""Acknowledgements""; ""Introduction""; ""Brand communication""; ""1 Contemporary branding: Branding, marketing and the business environment""; ""2 Brand configuration: Structuring the brand and the organization""; ""3 Service, retail and trade branding: Effective strategies for different sectors""; ""4 Brand media: Established communication channels and techniques""; ""5 New media brandsites: Strategies for the digital economy""; ""Brand definition""; ""6 Brand positioning: Creating a strong core DNA for a brand""
""7 Cognitive brand dimensions: Defining the rational benefits of a brand""""8 Emotional brand dimensions: Defining the emotional benefits of a brand""; ""Brand equity""; ""9 Legal protection: Protecting the brand and its expression""; ""10 Financial assets: Valuing the brand as a business asset""; ""Brand strategy""; ""11 Brand planning: Strategies for brand revitalization, brand extension and new brand creation""; ""12 Researching consumer behaviour: Evaluating the research process and methodologies""
""13 Corporate brand management: The CEO as brand manager & how to inspire every employee to take responsibility for the brand""""14 The future: New rules for the new economy""; ""Glossary""; ""Bibliography""; ""Index""
摘要:Powerful brand management is as vital for a niche entrepreneur, small business or charity as it is for a huge multinational corporation. Any organization that provides a product or service needs to communicate its benefit to its customers. A strong brand is the essential medium in this process. Fully updated, The Essential Brand Book is a companion resource for anyone involved in brand issues. It contains over 100 business models and techniques for building brand value, illustrated throughout using case studies. The book is divided into four key areas: brand communication; brand definition.
