promo promo25 octo desk

MAI SUNT 00:00:00:00

MAI SUNT

X

promo promo25 octombrie mob

MAI SUNT 00:00:00:00

MAI SUNT

X

Card cadou

Building Strong Brands

De (autor): David Aaker

Building Strong Brands

Building Strong Brands

De (autor): David Aaker

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.

A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.

As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Citeste mai mult

transport gratuit

-15%

57.87Lei

68.08 Lei

Sau 5787 de puncte

Fiecare comanda noua reprezinta o investitie pentru viitoarele tale comenzi. Orice comanda plasata de pe un cont de utilizator primeste in schimb un numar de puncte de fidelitate, In conformitate cu regulile de conversiune stabilite. Punctele acumulate sunt incarcate automat in contul tau si pot fi folosite ulterior, pentru plata urmatoarelor comenzi.

Livrare in 3-5 saptamani

Descrierea produsului

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.

A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.

As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Citeste mai mult

Detaliile produsului

De acelasi autor

De pe acelasi raft

Noi suntem despre cărţi şi la fel este şi Newsletter-ul nostru

Abonează-te pentru a afla rapid care sunt promoţiile zilei, noutăţile şi recomandările noastre.

Ma abonez image one
Ma abonez image one