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页数:19页
时间:2019-03-08
《Global Brand Power introduction by Barbara Kahn.pdf》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、WHARTONEXECUTIVEESSENTIALSGLOBALBRANDPOWER©2013byBarbaraE.KahnPublishedbyWhartonDigitalPressTheWhartonSchoolUniversityofPennsylvania3620LocustWalk2000SteinbergHall-DietrichHallPhiladelphia,PA19104Email:whartondigitalpress@wharton.upenn.eduWebsite:wdp.wharton.upenn.eduAllrightsreserved.Nopartofth
2、isbookmaybereproduced,inanyformorbyanymeans,withoutwrittenpermissionofthepublisher.Companyandproductnamesmentionedhereinarethetrademarksorregisteredtrademarksoftheirrespectiveowners.EbookISBN:978-1-61363-025-9PaperbackISBN:978-1-61363-026-6ContentsIntroduction....................................
3、..............1.CHAPTER1ABrand’sRoleintheFourStagesofthePurchaseProcess............9.CHAPTER2ExperientialPositioningofaBrand..............................29.CHAPTER3QualitativeMeasurementofBrandValue.........................45.CHAPTER4QuantitativeMethodsforAssessingBrandValue..................61
4、.CHAPTER5ManagementofBrands.........................................79.CHAPTER6EffectiveBrandCommunicationsandRepositioningStrategies.......95.Conclusion.................................................109.Resources...................................................113.Index.....................
5、.................................115.AbouttheAuthor............................................121.AbouttheWhartonExecutiveEssentialsSeries..................123.Introductionrandstodaymustbeglobal.TheymustoffervalueacrossBdifferentcountriesanddiversecultures:thatis,theymustbeporousenoughtoallowfo
6、rreasonablebrandandproduct-lineextensions,broadenoughtochangewithdynamicmarketconditions,consistentenoughsothatconsumerswhotravelphysicallyorvirtuallywon’tbeconfused,andpreciseenoughtoprovidecleardifferentiationfromthecompetition.Inthisageoftotaltransparency—oneslipupcangoaroundtheworldviasocial
7、mediainstantaneously—astrongglobalbrandmustexpressthesamecoremeaningsregardlessofthemarketitisin.Ifthosecoremeaningsarenotstableacrossmarkets,theauthenticityofthebrandisthreatened.Consumerswhotravelvirtuallyorphysicallywillb
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