现代品牌管理

2011-12  

中国人民大学出版社  

西尔维·拉福雷  

384  

　　《现代品牌管理(英文版)》采用全新视角探讨了品牌管理和品牌战略，重新审视了当今商业环境下品牌的核心地位。
　　《现代品牌管理(英文版)》是为学习品牌管理课程的本科生和研究生编写的，在参考最新的品牌研究成果的基础上，重点解决当前品牌经理所面临的战略决策问题．包括：
　　品牌资产——对企业而言，品牌有何价值?其价值如何评估？
　　品牌建设和业务建设——品牌如何帮助企业获得成功？
　　品牌化如何从营销工作中独立出来，成为高层管理者关心的战略问题?
　　品牌在建立企业声誉过程中所发挥的作用——如何利用社会营销的力量，直面伦理的、环境的、社会责任的挑战?
　　《现代品牌管理(英文版)》中还专设了结合品牌管理实践的专题内容，包括：品牌化与嘻哈文化、基于rss的品牌化、彩铃和数字渠道、品牌定制化的未来等；并配有丰富的案例资料，如维珍、美国运通、家乐氏、耐克等。
　　《现代品牌管理(英文版)》中文版即将推出，供读者参照阅读。

作者：(英国)西尔维•拉福雷(Sylvie Laforet) 拉福雷博士是英国谢菲尔德大学管理学院( University of SheffieldManagement School)营销学高级讲师。自1994年起，她一直从事企业品牌和品牌结构方面的研究。其研究成果广泛发表于英国和美国顶尖的营销期刊。

导论
第1篇　品牌化的战略含义
　第1章　现代品牌管理概述
　第2章　品牌资产和品牌评估
　第3章　品牌建设和业务建设
　第4章　作为战略资产的品牌——提上公司议程
第2篇　管理品牌——创建和维系品牌资产
　第5章　品牌识别和定位
　第6章　品牌架构
　第7章　品牌延伸
　第8章　贯穿生命周期管理品牌
　第9章　品牌声誉和企业声誉建设
第3篇　新的业务环境
　第10章　新竞争环境和品牌化
　第11章　零售商品牌对制造商品牌
　第12章　面向消费者的包装设计和品牌化
　第13章　原产地品牌化

版权页：插图：acquiring national companies with a number of local brands, in addition to their own global andregional brands. Second, these were well-established traditional brand names known for theirquality and reliability. Third, this structure allows products to be tailored to local preferences, andproduct innovation was quite low. There were few potential synergies from harmonizing brandsacross borders.A large number of companies had hybrict branct structures with a combination of corporateand product brands. For example, Coca-Cola used the Coca-Cola name on its cola'r）brandworldwide, with product variants such as Cherry Cke, Coke Lite or Diet Coke, and caffeine-freeCoke in some, but not all, countries. In addition, Coca-Cola has a number of local or regional soft drink brands, such as Lilt in various fruit flavours in the U K, TabXtra, a sugar-free cola drink inScandinavia, and Cappy, a fruit drink in eastern Europe and Turkey （Douglas et al., 1999）. In otherinstances, companies use the corporate name for some product businesses, but not others. For instance, Danone used the Dannon/Danone name on yoghurt worldwide, on bottled water in the US and on cookies in eastern Europe. Danone also owns the Lu and Jacob brands which are usedon biscuits in Europe and the US, and three other bottled water brands: Evian, sold worldwide,Volvic and Badoit, only sold in France, as well as Kronenbourg and Kanterbrau beers, andVivagel and Marie frozen foods in Europe. Other companies had different brand architecturesfor different product divisions. For example, Unilever had a global brand in its personal productsdivisin. The yellow fats division consists mostly of local brands with some harmonization in positioning or brand name across countries, while the ice-cream division had a combination oflocal and global product brands such as Magnum, Cornetto and Solero. These were endorsed by a country or regional house brands such as Walls and Algida, and all shared a common logoworldwide.

《现代品牌管理(英文版)》是教育部高校工商管理类教学指导委员会双语教学推荐教材,工商管理经典教材•市场营销系列之一。

现代品牌管理 PDF格式下载

个人喜欢英文影印版的教材，因为这种教材在国外通常都是很用心写的。没有中国的那些沽名钓誉者无耻地加上它们自己的名字，也没有被不懂装懂的教授胡乱删减，很值得追求相关知识的读者购买。

很好的书，原汁原味的英文视角