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· 제목 : Myths of Branding : A Brand is Just a Logo, and Other Popular Misconceptions (Paperback)
· 분류 : 외국도서 > 경제경영 > 전략기획
· ISBN : 9780749483098
· 쪽수 : 256쪽
· 출판일 : 2019-01-03
· 분류 : 외국도서 > 경제경영 > 전략기획
· ISBN : 9780749483098
· 쪽수 : 256쪽
· 출판일 : 2019-01-03
목차
- Chapter - 01: Myth 1 - Brands are just a way of charging you more for the same product;
- Chapter - 02: Myth 2 - Once lost, brand trust can never be rebuilt;
- Chapter - 03: Myth 3 - A good brand can prop up a bad business;
- Chapter - 04: Myth 4 - Technology is diminishing the power of brands;
- Chapter - 05: Myth 5 - Branding is just about identity;
- Chapter - 06: Myth 6 - Brands don't have any real economic value;
- Chapter - 07: Myth 7 - There is no such thing as brand loyalty;
- Chapter - 08: Myth 8 - The customer is always right;
- Chapter - 09: Myth 9 - It takes large resources and years of effort to build a global brand;
- Chapter - 10: Myth 10 - A brand is 'owned' by the marketing department;
- Chapter - 11: Myth 11 - Brand purpose is about effective corporate social responsibility;
- Chapter - 12: Myth 12 - Customers are seeking a conversation with your brand;
- Chapter - 13: Myth 13 - There are no real tools to help you manage your brand;
- Chapter - 14: Myth 14 - In certain businesses, brands really don't matter;
- Chapter - 15: Myth 15 - Branding has nothing to do with the customer experience;
- Chapter - 16: Myth 16 - Branding is all about the product
