品牌管理

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Understanding Brands

An accessible guide to brand management for the uninitiated:
Good brand management is the route to getting a brand to work harder and make its proper mark. Any brand, new or old, must be managed, nurtured and, when necessary, changed. Understanding Brands is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of their business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks involved in making brand strategy happen. It features many fascinating real-life examples (both good and bad). The range of global case studies includes Persil, Levi Strauss, Dyson, Ben & Jerry's, IKEA, Virgin Atlantic, and Nestle. Understanding Brands also includes a brand health checklist. Managers and students will benefit from its pragmatic advice on positioning, targeting and implementing a brand. Author: Peter Cheverton. (139 pages)

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