Обзор методов построения брендов

Гузман Франциско

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;

Брендинг Капитал бренда

Стратегия бренд-менеджмента Модели бренд-менеджмента

Брендинг Построение бренда

PR Социальная ответственность

Стратегия бренд-менеджмента Управленческий аспект

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

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Библиографическая ссылка: печать / интернет

* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

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Гузман Франциско

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

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