現(xiàn)代品牌管理

內(nèi)容概要

　　《現(xiàn)代品牌管理(英文版)》采用全新視角探討了品牌管理和品牌戰(zhàn)略，重新審視了當(dāng)今商業(yè)環(huán)境下品牌的核心地位。
　　《現(xiàn)代品牌管理(英文版)》是為學(xué)習(xí)品牌管理課程的本科生和研究生編寫的，在參考最新的品牌研究成果的基礎(chǔ)上，重點解決當(dāng)前品牌經(jīng)理所面臨的戰(zhàn)略決策問題．包括：
　　品牌資產(chǎn)——對企業(yè)而言，品牌有何價值?其價值如何評估？
　　品牌建設(shè)和業(yè)務(wù)建設(shè)——品牌如何幫助企業(yè)獲得成功？
　　品牌化如何從營銷工作中獨立出來，成為高層管理者關(guān)心的戰(zhàn)略問題?
　　品牌在建立企業(yè)聲譽過程中所發(fā)揮的作用——如何利用社會營銷的力量，直面?zhèn)惱淼?、環(huán)境的、社會責(zé)任的挑戰(zhàn)?
　　《現(xiàn)代品牌管理(英文版)》中還專設(shè)了結(jié)合品牌管理實踐的專題內(nèi)容，包括：品牌化與嘻哈文化、基于rss的品牌化、彩鈴和數(shù)字渠道、品牌定制化的未來等；并配有豐富的案例資料，如維珍、美國運通、家樂氏、耐克等。
　　《現(xiàn)代品牌管理(英文版)》中文版即將推出，供讀者參照閱讀。

作者簡介

作者：(英國)西爾維?拉福雷(Sylvie Laforet) 拉福雷博士是英國謝菲爾德大學(xué)管理學(xué)院( University of SheffieldManagement School)營銷學(xué)高級講師。自1994年起，她一直從事企業(yè)品牌和品牌結(jié)構(gòu)方面的研究。其研究成果廣泛發(fā)表于英國和美國頂尖的營銷期刊。

書籍目錄

導(dǎo)論
第1篇　品牌化的戰(zhàn)略含義
　第1章　現(xiàn)代品牌管理概述
　第2章　品牌資產(chǎn)和品牌評估
　第3章　品牌建設(shè)和業(yè)務(wù)建設(shè)
　第4章　作為戰(zhàn)略資產(chǎn)的品牌——提上公司議程
第2篇　管理品牌——創(chuàng)建和維系品牌資產(chǎn)
　第5章　品牌識別和定位
　第6章　品牌架構(gòu)
　第7章　品牌延伸
　第8章　貫穿生命周期管理品牌
　第9章　品牌聲譽和企業(yè)聲譽建設(shè)
第3篇　新的業(yè)務(wù)環(huán)境
　第10章　新競爭環(huán)境和品牌化
　第11章　零售商品牌對制造商品牌
　第12章　面向消費者的包裝設(shè)計和品牌化
　第13章　原產(chǎn)地品牌化

章節(jié)摘錄

版權(quán)頁：插圖：acquiring national companies with a number of local brands, in addition to their own global andregional brands. Second, these were well-established traditional brand names known for theirquality and reliability. Third, this structure allows products to be tailored to local preferences, andproduct innovation was quite low. There were few potential synergies from harmonizing brandsacross borders.A large number of companies had hybrict branct structures with a combination of corporateand product brands. For example, Coca-Cola used the Coca-Cola name on its cola'r）brandworldwide, with product variants such as Cherry Cke, Coke Lite or Diet Coke, and caffeine-freeCoke in some, but not all, countries. In addition, Coca-Cola has a number of local or regional soft drink brands, such as Lilt in various fruit flavours in the U K, TabXtra, a sugar-free cola drink inScandinavia, and Cappy, a fruit drink in eastern Europe and Turkey （Douglas et al., 1999）. In otherinstances, companies use the corporate name for some product businesses, but not others. For instance, Danone used the Dannon/Danone name on yoghurt worldwide, on bottled water in the US and on cookies in eastern Europe. Danone also owns the Lu and Jacob brands which are usedon biscuits in Europe and the US, and three other bottled water brands: Evian, sold worldwide,Volvic and Badoit, only sold in France, as well as Kronenbourg and Kanterbrau beers, andVivagel and Marie frozen foods in Europe. Other companies had different brand architecturesfor different product divisions. For example, Unilever had a global brand in its personal productsdivisin. The yellow fats division consists mostly of local brands with some harmonization in positioning or brand name across countries, while the ice-cream division had a combination oflocal and global product brands such as Magnum, Cornetto and Solero. These were endorsed by a country or regional house brands such as Walls and Algida, and all shared a common logoworldwide.

編輯推薦

《現(xiàn)代品牌管理(英文版)》是教育部高校工商管理類教學(xué)指導(dǎo)委員會雙語教學(xué)推薦教材,工商管理經(jīng)典教材?市場營銷系列之一。

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