Ingram Publishers, Fachbücher, Aaker on Branding (Englisch, David Aaker, 2014)
19,78 €
Introduction: Why This Book? Recognize That Brands Are Assets Brands Are Assets that Drive Strategy Brands Assets Have Real Value Have a Compelling Brand Vision Create a Brand Vision A Brand Personality Connects The Organization and Its Higher-Purpose Differentiate Get Beyond Functional Benefits Create Must Haves Rendering Competitors Irrelevant To Own an Innovation, Brand It From Positioning the Brand to Framing the Subcategory Bring the Brand to Life Where do Brand-Building Ideas Come From? Focus on Customer's Sweet Spots Digital A Critical Brand-Building Tool Consistency Wins Internal Branding: A Key Ingredient Maintain Relevance Three Threats to Brand Relevance Energize Your Brand! Manage Your Brand Portfolio You Need a Brand Portfolio Strategy Brand Extensions: The Good, the Bad, and the Ugly Vertical Brand Extensions Have Risks and Rewards Silo Organizations Inhibit Brand Building Epilogue: Ten Branding Challenges.
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