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The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand–centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today′s ever–changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

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If a manager is forced to choose between investing in a brand and missing short-term financial targets, most managers will choose to hit the short-term numbers. It's usually the career-optimizing decision. And in a supreme bit of irony of business, a manager who boosts short-term profits while damaging the long-term health of a brand is often rewarded, while a manager who invests in a brand at the expense of short-term results is often penalized. The cost-benefit analysis on a brand-building initiative highlights the tension. The benefits are difficult to quantify, uncertain and in the future. The costs are quantifiable, certain and immediate.

1. A brief description of the targeted consumers in terms of some identifying characteristics, such as demographics and psychographics. These target characteristics are typically selected on the basis of category and brand usage.

2. A statement of the target's goal that will be served by consuming the brand, commonly referred to as frame of reference. The frame of reference may guide the choice of targets, identify situations in which the brand might be used, and define relevant competitors.

3. An assertion regarding why the brand is superior to alternatives in the frame of reference, referred to as the point of difference.

4. Supporting evidence for claims related to the frame of reference and point of difference, referred to as reasons to believe. This final element is more important whe...

A ladder is established with tangible features at the bottom that offer a reason to believe the functional benefit, which indicates what the brand does for the consumer. In turn, the functional benefit provides a basis for inferring emotional benefits, which describe how the functional benefit makes a consumer feel. Laddering up from a tangible feature to a functional benefit to an emotional benefit provides a means of sustaining a brand's position.

Laddering up entails the transformation of the marketing effort from focusing on the brand to focusing on the customer. At the lowest level of the ladder, attribute information is used to depict the unique features of the brand. At the highest level of the ladder, the focus is on the person rather than the brand. Emphasis is given to how the ...

Philadelphia is a good example of designing a brand with specific objectives about perceptual categories in mind. The goal is to get consumers to form and recognize the brand concept by categorizing the product in ways that facilitate the concept. The intended concept is: Philadelphia is a touch of heaven every day. The design uses the cues: brand name, product category name, corporate identity, verbal lexicon, illustration, visual symbols, color palette, and functional form to affect how the product is perceived.

What permits a brand to become a system or a portfolio of products is a brand concept that is broad enough to allow different product versions to be categorized as fitting the concept. And, as a single product, the perceptual categories implied by the brand design can facilitate this categorization.

书籍介绍

在线阅读本书

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand–centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today′s ever–changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

• 作者：之然 发布时间：2022-09-22 22:02:13

  61

• 作者：谢小迪 发布时间：2019-03-08 22:25:23

  还是小说好看，明玉对于苏家更冷漠，而电视剧，有点走温情线路了

• 作者：Fantasy 发布时间：2018-09-30 22:42:18

  第三册相比前两册而言，就更加一般了。

• 作者：Shiraishi 发布时间：2019-12-12 17:41:17

  branding话术工具书+1

• 作者：三 发布时间：2013-05-15 19:49:57

  还是马谛和女人的偏执愚蠢害死很多人。尾声倒异常好。

• 作者：不辞职不改名 发布时间：2018-06-25 23:11:03

  读第一部分理论板块就好。“没有心的路只会让你软弱。”

• 无法言语的绝望

  作者：Kyuuya 发布时间：2013-04-21 14:52:22

  35万字的长篇，终于看到了尾声。

  白夜行，意思是在白夜里行走。桐原亮司、唐泽雪穗，故事主人公之间的感情，我无法找到一个准确的形容词。无关爱情，应该这样来说吗？

  想起亮司精致的剪纸：男孩与女孩牵着手，男孩戴着帽子，女孩戴着大大的蝴蝶结。怎么想都是美好的画面。虽说是预祝园村与中岛结婚的礼物，我更愿意相信那是亮司美好的念想。对于雪穗，笹垣警官用了“守护”这个词来解释亮司的行为。那是他的执着，整整19年，纯真善良早已灰飞烟灭。从亲手杀了自己的生父开始，亮司的人生便完全改变了轨迹，连同雪穗，他们也许只想守住自己的灵魂，只可惜到最后什么也没留住。没有任何幸福可言，彻头彻尾的绝望，终于连最后一丝温情也被彻底抛弃，悲哀如同洪水般汹涌而来，无法抵挡。

  不得不说，东野圭吾的叙事手法实在巧妙，一个个看似无关的故事娓娓道来，却是伏笔暗藏，在尾声迎来高潮。欧亨利式的结局，意料之外，却也情理之中。面对亮司的尸体，雪穗只是面无表情地称那是不相识的人，她默默地走开，甚至一次都没有回头。我无法猜测她心中真实的想法，或许雪穗自己也是迷茫的。虾虎鱼离开了枪虾的身边，互利共生的关系就此结束了，雪穗真正的孤身一人了。“我的天空里没有太阳，总是黑夜，但并不暗，因为有东西代替了太阳，虽然没有太阳那么明亮，但对我来说已经足够。凭借着这份光，我便能把黑夜当成白天。我从来就没有太阳，所以不怕失去。”在雪穗的话里，有着绝望却坚强的情感，而那份坚强，多半是有亮司的支撑，也许亮司就是代替太阳的光。将雪穗从罪恶的娈童交易中解救出来，然而这份救赎的代价太大，以至于他们在今后相当漫长的十九年中不断用谎言和诡计补全着破碎的人生。

  纵观全书，亮司是我最心疼的人。自小生活在畸形的家庭之中，父亲有恋童癖，母亲又与店员有私情，那些肮脏不堪的情形不止一次被亮司撞见，幼小的心渐渐被怨恨与绝望笼罩，而雪穗正是此时亮司生命中唯一的光亮，图书馆则是两人暂栖心灵的避所。能想象到亮司拿着得意的剪纸给雪穗看，而雪穗静静地微笑着，那时的笑容不掺半点虚假。也许只有和亮司在一起时，雪穗才是真实的。

  “我的人生就像在白夜里走路。”为了雪穗，亮司甘愿以守护者的身份躲在人们看不见的地方保护她。我无法理解亮司以怎样的心情接受雪穗结婚的事实。亮司所做的一切，为了成就雪穗，让雪穗成为女王般的人物受人仰望。他牺牲了太多，一次次成为罪恶的实施者。他清楚地意识到自己的存在是建立在背叛一切的基础之上。他的愿望不过是简单到幼稚的“在白天走路”，然而终其一生也无法实现。短短三十年时光，亮司背负着背叛、算计、救赎的枷锁，在黑暗的通风管中徘徊。无法拯救，亦无法逃脱。

  而雪穗，一直生活在幼时被欺辱的阴影之下，她费尽心机地改变自己。她所做的一切，是让自己成为众人瞩目的焦点，来掩饰自己不堪的过去。她所要的一切，亮司都可以帮她得到，除了幸福。

  《白夜行》不仅仅是本推理小说，我所关注的也不仅仅是其中一桩桩悲剧的发生与完结。带给我思考的是人性深处隐藏的罪恶，一旦迸发，连自己都无法控制。果然，人的面具，戴上了，就无法再放下了。

  究竟，人的伪装会到怎样的地步？我预见了开始，却猜不到结局。

• 推荐给抑郁症的朋友们

  作者：三国or not 发布时间：2010-03-23 05:44:05

  虽然起因各有千秋，但症状多少还是类似的。我的心理医生推荐的书。每天努力，调整、进步一点点，相信自己会好的，一定会的。