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.