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Jingdong book

品牌管理

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Books Economy Economic Planning and Management
Jingdong book

品牌管理

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《品牌管理》按照《品牌管理专业人员技术条件》内容的具体要求分成四个部分，共有十三章内容。、第一部分是品牌的创建，由第一章品牌定位、第二章品牌名称和徽标设计、第三章品牌个性的确定与塑造、第四章品牌推广策略组成。第二部分是品牌管理实务，由第五章品牌哲学与品牌文化管理、第六章品牌战略管理、第七章品牌危机管理、第八章品牌延伸管理组成。第三部分是品牌传播推广，由第九章品牌传播理论、第十章广告策划与传播、第十一章公共关系活动组成。第四部分是品牌资产管理，由第十二章品牌资产、第十三章品牌资产评估方法组成。
《品牌管理》不仅适合参加品牌管理师考试的学员使用，同时也适合广大品牌管理人员、自主品牌的创建者、高校教师等从事与品牌工作相关的人员使用。
Catalogue

第一部分品牌的创建
第一章 品牌定位
第一节 品牌资源分析
第二节 品牌定位的内容
第三节 基于品牌内涵的定位策略
第二章 品牌名称与徽标设计
第一节 品牌品名设计
第二节 徽标设计
第三章 品牌个性的确定与塑造
第一节 品牌个性的基本概念
第二节 品牌个性的赋予与塑造
第四章 品牌推广策略
第一节 品牌推广人群
第二节 品牌各个阶段的推广策略

第二部分 品牌管理实务
第五章 品牌哲学与品牌文化管理
第一节 品牌哲学
第二节 品牌文化概述
第三节 品牌文化的构建
第六章 品牌战略管理
第一节 品牌战略概述
第二节 品牌战略的类型
第三节 品牌战略规划
第四节 品牌战略管理的内容与步骤
第七章 品牌危机管理
第一节 品牌危机的特征及原因
第二节 品牌危机管理的步骤及主要措施
第八章 品牌延伸管理
第一节 品牌延伸的基本问题
第二节 品牌延伸的一般步骤及风险规避

第三部分 品牌传播推广
第九章 品牌传播理论
第一节 一般传播理论
第二节 品牌传播原理
第十章 广告策划与传播
第一节 广告
第二节 广告媒体组合策略
第三节 其他类型的广告
第十一章 公共关系活动
第一节 公共关系基础知识
第二节 公关活动实务
……
第四部分 品牌资产管理
Book Abstract

2.大众化的原则
品牌个性的提炼尽量大众化，这样易于消费者接受，也易于品牌传播；如果一味地强调品牌个性的脱俗或雅趣，则很可能会使品牌脱离目标人群的接受范围。即便对于小众传播的一些特殊类型的品牌，赢得大众的普遍认可依然是小众传播和发展的基础。不能因为传播的对象是小众就可以放弃大众化原则，有些品牌仅仅为了细分市场的一些特殊偏好而单独设计一些富有个性化的产品或服务，其结果可能会成功地开发一项独具特色的产品，却很难形成真正意义上的品牌。
网络搜索引擎Google曾为自己起了汉语名称“谷歌”，就词义和译音而言，无可挑剔，但是网络用户却不接受，他们更习惯于“狗狗”或“搜狗”这样的大众化的名称。有一个规律可以为大众化原则的重要性佐证：凡是产生自我传播现象的品牌几乎都是俗名，而被反复雕琢的雅名一般都很难发生品牌自我传播。
3.适度的稳定原则
品牌个性要保持一个相对稳定的状态，不能朝秦暮楚，在原则问题上也不能左摇右摆，要有一个自己坚持的个性和态度。蒙牛在中国是一个知名度很高的品牌，但它的品牌个性却不是十分鲜明，这可能是品牌管理者的一个疏忽。在蒙牛品牌塑造的过程中，从最早与伊利品牌相互竞争的品牌定位“大草原”概念，到“神五”概念，再到“超女”概念，品牌诉求从环保到健康、爱国、时尚，整个品牌个性时而大气，时而可爱，时而又前卫时尚，始终没有形成一个稳定的个性，给消费者留下的品牌印象是飘忽不定，似乎一切有关品牌的活动都是为了获取知名度而在追逐消费者关注的热点。
4.消费者优先的原则
许多品牌学家都认为，品牌管理的核心就是始终如一的品牌价值观及稳定的品牌个性。有人甚至认为，品牌个性从品牌塑造成功那天起就应该是不再有任何变化的。这样的说法固然有它合理的一面，但是品牌个性不是一蹴而就的，更不是一成不变的；有时，有些目标市场会发生一些变化，要求品牌的内涵也能相应地予以反映，而有些品牌管理者会强调品牌内涵的稳定性而对其加以拒绝，使得品牌衰老，晶牌关系断裂，更有甚者，还会引发品牌危机。
因此，品牌管理必须尊重消费者需求不断变化的事实，通过对消费者需求变化的把握，品牌的个性塑造才能不断地赋予品牌新的含义，与时俱进。
……
Introduction

2012年9月19日，商务部发布了行业标准《品牌管理专业人员技术条件》（SB/T10761-2012），自2012年12月1日起正式实施。此外，国家标准化管理委员会以“中华人民共和国行业标准备案公告2012年第12号（总第156号）”对行业标准《品牌管理专业人员技术条件》（SB/T10761-2012）予以备案，备案号：37618-2012。该行业标准依据《中华人民共和国标准化法》，是目前唯一经政府主管部门批准实施的关于品牌管理人员培训评价的管理标准。该标准规定了品牌管理专业人员的术语和定义、等级划分（助理品牌管理师、品牌管理师和高级品牌管理师）、技术条件，适用于各类企事业单位中的品牌管理专业人员，其他社会组织的相关人员可参照执行。
为加快培养紧缺急需的品牌管理人才，提高品牌管理专业人员的整体素质，中国商业联合会经研究，决定从2013年起开展行业标准《品牌管理专业人员技术条件》（下称“行业标准”）宣贯和申报品牌管理师资质认定培训机构工作，由中商联培训部和中商联商业职业技能鉴定指导中心具体组织实施。为此，中商联联合首都经济贸易大学中国品牌研究中心、对外经济贸易大学、北京农学院经济管理学院等单位，邀请专家针对《品牌管理专业人员技术条件》的要求编写系列教材，配套使用。
教材按照《品牌管理专业人员技术条件》内容的具体要求分成四个部分，共由十三章组成，第一部分是关于品牌的创建，由前四章组成，分别介绍了品牌定位、品牌名称与徽标设计、品牌个性的确定与塑造和品牌推广策略。第二部分是关于品牌管理实务，由第五章品牌哲学与品牌文化管理、第六章品牌战略管理、第七章品牌危机管理和第八章品牌延伸管理组成。第三部分是关于品牌传播推广的基本内容，由第九章品牌传播理论、第十章广告策划与传播、第十一章公共关系活动三章组成。第四部分是关于品牌资产的管理，由第十二章品牌资产和第十三章品牌资产评估方法组成。
本教材不仅适合参加品牌管理师考试的学员使用，同时也适合广大品牌管理人员、自主品牌的创建者、高校教师等使用。

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Brand Jingdong book
Brand Origin China

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