kotler09_basic_marketingmanagement課件-資料下載頁
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【正文】 spread (25%) ? Trend (10%) ? Support (10%) ? Protection (5%) 918 Managing Brand Equity ? Brand reinforcement ? Brand revitalization ? Brand crises 919 Devising a Branding Strategy ? Develop new brand elements ? Apply existing brand elements ? Use a bination of old and new 920 Branding Terms ? Brand line ? Brand mix ? Brand extension ? Subbrand ? Parent brand ? Family brand ? Line extension ? Category extension ? Branded variants ? Licensed product ? Brand dilution ? Brand portfolio 921 Brand Naming ? Individual names ? Blanket family names ? Separate family names ? Corporate name/individual name bo 922 Brand Roles in a Brand Portfolio ? Flankers ? Cash cows ? Lowend entrylevel ? Highend prestige
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