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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/104840


    Title: 不一樣的品牌行銷
    Authors: 黃光玉
    Keywords: 品牌行銷
    Date: 2006-07
    Issue Date: 2016-12-14 11:59:19 (UTC+8)
    Abstract: 品牌行銷應該如何做？可以如何做？以上這四本書的作者提出他們自認為與傳統觀點不一樣的看法。第一本書Married to the Brand的作者William McEwen根據蓋洛普六十年來研究消費者的心得，對如何經營消費者與品牌的關係，提出新的理念架構（稱為“The Pyramid of Brand Attachment＂）。第二本書How Brands Become Icons 的作者Douglas Holt認為傳統與晚近的品牌行銷都無法解釋具有文化符碼地位的知名品牌（iconic brands）為何歷久不衰，他鑽研這些品牌的歷史發展，提出以文化打造品牌（cultural branding）的新途徑，認為品牌行銷成功的訣竅在於品牌必須與文化起共鳴。第三本書Legendary Brands的作者Laurence Vincent則認為品牌之所以可以從市場競爭中脫穎而出成為傳奇品牌，都是因為它們深諳故事行銷之道，因此撰寫此書說明品牌可以如何藉由說故事創造品牌神話（brand mythology）。第四本書Storytelling: Branding in Practice 的作者Klaus Fog, Christian Budtz, and Baris Yakaboylu 根據他們在歐洲為企業診斷與諮詢的經驗寫成本書，提出說故事打造品牌的基本原則與實際應用案例。
    Relation: 廣告學研究, 26, 113-126
    Data Type: article
    Appears in Collections:[The Journal of Advertising & Public Relations ] Journal Articles

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