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1、TheEssentialBrandBook:Over100TechniquestoIncreaseBrandValueIainEllwoodKOGANPAGELIMITEDTHEESSENTIALBRANDBOOKover100techniquestoincreasebrandvalueTomyparents,RobandJan,fortheirencouragementandsupportthroughoutalltheyears.THEESSENTIALBRANDBOOKover100techniquestoincreasebr
2、andvalue2ndeditionIAINELLWOODFirstpublishedin2000Reprinted2001Secondedition2002Apartfromanyfairdealingforthepurposesofresearchorprivatestudy,orcriti-cismorreview,aspermittedundertheCopyright,DesignsandPatentsAct1988,thispublicationmayonlybereproduced,storedortransmitte
3、d,inanyformorbyanymeans,withthepriorpermissioninwritingofthepublishers,orinthecaseofreprographicreproductioninaccordancewiththetermsandlicencesissuedbytheCLA.Enquiriesconcerningreproductionoutsidethesetermsshouldbesenttothepublishersattheundermentionedaddress:KoganPage
4、Limited120PentonvilleRoadLondonN19JNwww.kogan-page.co.uk?IainPEllwood,2000,2002TherightofIainPEllwoodtobeidentifiedastheauthorofthisworkhasbeenassertedbyhiminaccordancewiththeCopyright,DesignsandPatentsAct1988.BritishLibraryCataloguinginPublicationDataACIPrecordforthis
5、bookisavailablefromtheBritishLibrary.ISBN0749438630CoverdesignbyRichardCrightonTypesetbySaxonGraphicsLtd,DerbyPrintedandboundinGreatBritainbyBiddlesLtd,GuildfordandKing’sLynnwww.biddles.co.ukCONTENTSTheauthorixAcknowledgementsxiIntroduction1Brandcommunication1Contempor
6、arybranding9Branding,marketingandthebusinessenvironment2Brandconfiguration19Structuringthebrandandtheorganization3Service,retailandtradebranding42Effectivestrategiesfordifferentsectors4Brandmedia64Establishedcommunicationchannelsandtechniques5Newmediabrandsites98Strate
7、giesforthedigitaleconomyBranddefinition6Brandpositioning121CreatingastrongcoreDNAforabrand7Cognitivebranddimensions147Definingtherationalbenefitsofabrand8Emotionalbranddimensions163DefiningtheemotionalbenefitsofabrandvContentsBrandequity9Legalprotection181Protectingthe
8、brandanditsexpression10Financialassets198ValuingthebrandasabusinessassetBrandstrategy11Brandplanning217Strategiesforb
