免费下载书籍地址：PDF下载地址
精美图片
Kellogg on Branding书籍详细信息
- ISBN：9780471690160
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2005-9
- 页数：352
- 价格：USD 35.00
- 纸张：暂无纸张
- 装帧：暂无装帧
- 开本：暂无开本
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
在线阅读本书
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand–centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today′s ever–changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
书籍目录：
暂无相关目录，正在全力查找中！
作者介绍：
暂无相关内容，正在全力查找中
出版社信息：
暂无出版社相关信息，正在全力查找中！
书籍摘录：
暂无相关书籍摘录，正在全力查找中！
在线阅读/听书/购买/PDF下载地址：
在线阅读地址：Kellogg on Branding在线阅读
在线听书地址：Kellogg on Branding在线收听
在线购买地址：Kellogg on Branding在线购买
原文赏析：
If a manager is forced to choose between investing in a brand and missing short-term financial targets, most managers will choose to hit the short-term numbers. It's usually the career-optimizing decision. And in a supreme bit of irony of business, a manager who boosts short-term profits while damaging the long-term health of a brand is often rewarded, while a manager who invests in a brand at the expense of short-term results is often penalized. The cost-benefit analysis on a brand-building initiative highlights the tension. The benefits are difficult to quantify, uncertain and in the future. The costs are quantifiable, certain and immediate.
1. A brief description of the targeted consumers in terms of some identifying characteristics, such as demographics and psychographics. These target characteristics are typically selected on the basis of category and brand usage.
2. A statement of the target's goal that will be served by consuming the brand, commonly referred to as frame of reference. The frame of reference may guide the choice of targets, identify situations in which the brand might be used, and define relevant competitors.
3. An assertion regarding why the brand is superior to alternatives in the frame of reference, referred to as the point of difference.
4. Supporting evidence for claims related to the frame of reference and point of difference, referred to as reasons to believe. This final element is more important whe...
A ladder is established with tangible features at the bottom that offer a reason to believe the functional benefit, which indicates what the brand does for the consumer. In turn, the functional benefit provides a basis for inferring emotional benefits, which describe how the functional benefit makes a consumer feel. Laddering up from a tangible feature to a functional benefit to an emotional benefit provides a means of sustaining a brand's position.
Laddering up entails the transformation of the marketing effort from focusing on the brand to focusing on the customer. At the lowest level of the ladder, attribute information is used to depict the unique features of the brand. At the highest level of the ladder, the focus is on the person rather than the brand. Emphasis is given to how the ...
Philadelphia is a good example of designing a brand with specific objectives about perceptual categories in mind. The goal is to get consumers to form and recognize the brand concept by categorizing the product in ways that facilitate the concept. The intended concept is: Philadelphia is a touch of heaven every day. The design uses the cues: brand name, product category name, corporate identity, verbal lexicon, illustration, visual symbols, color palette, and functional form to affect how the product is perceived.
What permits a brand to become a system or a portfolio of products is a brand concept that is broad enough to allow different product versions to be categorized as fitting the concept. And, as a single product, the perceptual categories implied by the brand design can facilitate this categorization.
其它内容：
书籍介绍
在线阅读本书
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand–centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today′s ever–changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
书籍真实打分
故事情节：4分
人物塑造：7分
主题深度：9分
文字风格：7分
语言运用：8分
文笔流畅：5分
思想传递：6分
知识深度：3分
知识广度：6分
实用性：8分
章节划分：8分
结构布局：6分
新颖与独特：5分
情感共鸣：5分
引人入胜：8分
现实相关：9分
沉浸感：7分
事实准确性：6分
文化贡献：4分
网站评分
书籍多样性：4分
书籍信息完全性：3分
网站更新速度：6分
使用便利性：7分
书籍清晰度：9分
书籍格式兼容性：4分
是否包含广告：4分
加载速度：6分
安全性：5分
稳定性：9分
搜索功能：3分
下载便捷性：6分
下载点评
- 三星好评(461+)
- 中评多(620+)
- 不亏(128+)
- 章节完整(561+)
- 差评少(82+)
- 情节曲折(271+)
- 排版满分(120+)
- azw3(548+)
- 无漏页(404+)
下载评价
网友 冉***兮：如果满分一百分，我愿意给你99分，剩下一分怕你骄傲
网友 国***舒：中评，付点钱这里能找到就找到了，找不到别的地方也不一定能找到
网友 养***秋：我是新来的考古学家
网友 师***怡：说的好不如用的好，真心很好。越来越完美
网友 石***烟：还可以吧，毕竟也是要成本的，付费应该的，更何况下载速度还挺快的
网友 瞿***香：非常好就是加载有点儿慢。
网友 仰***兰：喜欢！很棒！！超级推荐！
网友 薛***玉：就是我想要的！！！
网友 师***怀：好是好，要是能免费下就好了
网友 焦***山：不错。。。。。
网友 田***珊：可以就是有些书搜不到
网友 融***华：下载速度还可以
网友 宓***莉：不仅速度快，而且内容无盗版痕迹。