品牌聚焦的力量
| 书 名： |
品牌聚焦的力量 |
| 英 文 名： |
The Power of Brand Focus
|
| 作 者： |
李纯青 马军平 著 |
| I S B N： |
978-7-5228-1703-3 |
| 关 键 词： |
品牌 企业管理 服务 小微企业 |
| 出版时间： |
2023年06月 |
中文摘要
本书基于对环意国际旅行社长达十年的案例追踪研究，揭示了环意品牌通过品牌定位—品牌强化—品牌传播—品牌战略转型实现行业领导品牌的全过程，发现小微企业领导品牌的成长轨迹和规律：通过逆向思维定位新品类，造就领导品牌；发挥品牌杠杆作用，强化品牌生命力；借助文化创新、文化融合以及数字化赋能，实现品牌的有效传播；以文化性战略新产品为载体，通过文化库与组织身份耦合达成企业认同，实现品牌战略转型；通过品牌身份管理来提升品牌领导力，进而实现小微企业品牌的行业领先地位。本书提出的小微企业品牌管理的理论框架，是对品牌营销理论的深化拓展，同时也为小微企业打造领导品牌提供了方向指导。
文章列表
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第一部分 导论
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第二部分 不忘初心
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第三部分 精准定位
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第四部分 对内夯实
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第五部分 对外整合
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第六部分 直入心智
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第七部分 继续前行
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第八部分 授人以渔
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附录
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