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1 |
Введение | |
2 |
Бренд-ассоциации в теории и практике маркетинга | |
3 |
Рис. 1. Ассоциативная сеть восприятия бренда | |
4 |
Характеристики бренд-ассоциаций | |
7 |
Алгоритм составления стратегических карт бренд-ассоциаций | |
8 |
Пример составления стратегической карты бренда reese’s | |
10 |
Рис. 2. Стратегическая карта бренда арахисового масла Reese’s | |
11 |
Использование стратегических бренд-карт в бренд-менеджменте | |
12 |
Рис. 3. Стратегическая карта стержневой идентичности бренда Reese’s | |
14 |
ЗаключениеЛитература |
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