Six Rules of Brand Revitalization, Second Edition: Learn the Most Common Branding Mistakes and How to Avoid Them (2nd Edition)
Larry Light, Joan Kiddon
- 出版商: Pearson FT Press
- 出版日期: 2016-02-26
- 售價: $1,680
- 貴賓價: 9.5 折 $1,596
- 語言: 英文
- 頁數: 256
- 裝訂: Hardcover
- ISBN: 0134507835
- ISBN-13: 9780134507835
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相關分類:
Revit
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商品描述
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success.
Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value.
Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes… how to reenergize them… why hard-to-change bad habits can lead brands back into trouble again… and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
商品描述(中文翻譯)
你是否負責在不穩定的世界中重新振興品牌,實現持久的盈利增長?或者負責讓一個仍然強大的品牌不斷提升其相關性和價值?《品牌振興的六條規則,第二版》提供了一個實用的藍圖,可以使任何品牌復甦或振興,並將其推向前所未有的成功水平。
Larry Light和Joan Kiddon通過最新的案例研究和他們豐富的品牌經驗,闡明了他們的藍圖,並提供了從市場細分到研發再到執行領導層的詳細的「應該做」和「不應該做」。你將發現如何消除隔閡,並將整個組織重新聚焦在共同目標和品牌承諾上...基於對客戶的更深入了解,恢復品牌的相關性...重新塑造你的整體品牌體驗,利用創新、改進、市場營銷和價值。
Light和Kiddon通過麥當勞和其他知名品牌的例子,展示了大品牌如何因犯下一些常見錯誤而陷入困境...如何重新激活它們...為什麼難以改變的壞習慣可能再次導致品牌陷入困境...以及如何避免這種情況發生在你的品牌上。在此過程中,他們展示了如何定義和衡量進展,在組織內外重建品牌信任,制定一個「贏的計劃」並執行它!