英文文獻(xiàn)和翻譯：品牌戰(zhàn)略-文庫吧
2024-08-15 18:58 本頁面
【正文】 的收獲策略。 品牌經(jīng)理有時(shí)既定目標(biāo)，優(yōu)化了整體優(yōu)化，而不是公司業(yè)績本單位的表現(xiàn)。尤其是這樣的賠償是基于在單位表現(xiàn)為主。管理者往往忽視潛在的協(xié)同和跨部門的聯(lián)合進(jìn)程。 品牌背后的實(shí)現(xiàn)整合營銷的整體組織路線是復(fù)雜的。品牌是在社會有時(shí)批評媒體網(wǎng)站，這必須受到監(jiān)督和管理。 在線品牌管理公司正在執(zhí)行一項(xiàng)勢在必行的品牌聲譽(yù)管理戰(zhàn)略，并越來越多地轉(zhuǎn)向網(wǎng)上的努力，以防止他們成為受損的公眾形象監(jiān)測。在線品牌聲譽(yù)的保護(hù)可能意味著對一個(gè)品牌的商標(biāo)被騙子盜用監(jiān)測意圖混淆消費(fèi)者獲取金錢。這也意味著可以減少惡意監(jiān)測，雖然也許同樣有害，違規(guī)行為，如一個(gè)品牌的標(biāo)志，甚至是負(fù)品牌信息（在網(wǎng)上社區(qū)和其他社會媒體平臺出現(xiàn)的網(wǎng)絡(luò)消費(fèi)者）未經(jīng)授權(quán)的使用。 ISBN 0684839245 Brand LeadershipAaker, David A. Erich Joachimsthaler Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product39。s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have e to expect from a brand will continue with future purchases of the same product. This may increase sales by making a parison with peting products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from a bination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, Brand Managers often carry linemanagement accountability for a brand39。s Pamp。L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone.The annual list of the world’s most valuable brands, published by Interbrand and Business Week, indicates that the market value of panies often consists largely of brand equity. Research by McKinsey amp。 Company, a global consulting firm, in 2000 suggested that strong, wellleveraged brands produce higher returns to shareholders than weaker, narrower brands. Taken together, this means that brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility.The discipline of brand management was started at Procter amp。 Gamble PLC as a result of a famous memo by Neil H. McElroy.Principles of brand managementA good brand name should:167。 be protected (or at least protectable) under trademark law.167。 be easy t
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