书目

Building Strong Brands

内容简介

Usingrealbrand-buildingcases,thisbookdescribeshow,increatingabrand'sidentity,amanagermustlookbeyondaproduct'sphysicalattributestoconsideritsemotionalbenefits,andinfusetheperspectiveof"thebrand-as-a-country-or-region".

作者简介

DavidAllenAaker(born1938)isaconsultantandauthoronthefieldofmarketing,particularlyintheareaofbrandstrategy.HeiscurrentlytheViceChairmanofProphet,aglobalbrandandmarketingconsultancyfirm,ProfessorEmeritusattheHaasSchoolofBusinessoftheUniversityofCalifornia,BerkeleyandanadvisortoDentsu,amajorJapaneseadvertisingagency.Hehasbeencalledthe'fatherofbrandingandblogsonAakeronBrands.

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