Обзор методов построения брендов
Гузман Ф.

Тогда и сейчас: от брендинга
к построению бренда;
Тогда: брендинг;
Сейчас: модели построения бренда;
Ориентация на бренд;
Бренд-лидерство;
Управление активами бренда;
Модель LOGMAN;
Корпоративный брендинг;
Капитал бренда;
Финансовая сторона брендинга;
Точка зрения потребителя;
Объединение различных точек зрения;
Идентичность бренда;
Формирование бренда услуг;
Индивидуальность бренда;
Бренды как взаимоотношения;
Происхождение бренда;
Сообщества брендов;
Социальная ответственность
корпорации;

Аннотация

Настоящая статья является отрывком из докторской диссертации "Построение брендов, направленных на социальные ценности: связь бренда с публичными товарами".

Журнал: «Бренд-менеджмент» — №5, 2005 (© Издательский дом Гребенников)
Объем в страницах: 18
Кол-во знаков: около 41,074

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Гузман Франциско

Профессор EGADE–ITESM (Бизнес-школа Мексики). Читает лекции в ESADE (Школа экономики Испании).