Маркетинговые преимущества сильных брендов
Хеффлер С., Keller K.

Аннотация

Создание сильных брендов стало приоритетом в маркетинговых стратегиях для многих организаций. Предполагается, что создание сильных брендов дает компании ряд маркетинговых преимуществ. Данная статья исследует эмпирические данные из ведущих журналов о маркетинге, которые показывают, как сила бренда, реализуемая разными путями, может вызывать дифференциальную реакцию потребителей на разнообразные виды маркетинговой деятельности, — в согласии с общепринятым представлением о капитале бренда. Кроме того, в работе представлены и систематизированы некоторые важнейшие теоретические установки, на которые опираются эти данные. И наконец, выявлены некоторые "пробелы" в современной специальной литературе и предложен план дальнейшего изучения маркетинговых преимуществ сильных брендов.

Содержание

1
Потребительское знание о бренде;
Различия в потребительском поведении;
Дифференциальная реакция на маркетинговую
деятельность;
Резюме;

Журнал: «Бренд-менеджмент» — №1, 2004 (© Издательский дом Гребенников)
Объем в страницах: 23.
Кол-во знаков: около 36,109.

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Keller Kevin Lane

Профессор, преподает в бизнес-школе Дартмувского колледжа, США.

Другие статьи автора 2

Хеффлер Стив

Адъюнкт-профессор в бизнес-школе Kenan-Flagler (Университет штата Северная Каролина).

Специалист по брендингу, потребительскому поведению, принятию решений и выработке предпочтений. В прошлом маркетинговый представитель компаний NCR и AT&T и консультант компаний Procter &Gamble, IBM и Fujitsu. Получил степень доктора философии в Университете Duke (2000), степень MBA в Университете California Davis (1994), степень бакалавра в университете Сан-Диего (1985).