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  • 2008-09-11

    教皇的旗舰店：像宗教一样做品牌 - [books 阅览]

    教皇的旗舰店：像宗教一样做品牌


    　市场营销里有一句话，初级营销做产品，中级营销做品牌，高级营销做文化，超级营销做宗教。

     

     

    教皇本笃十六世早前在梵蒂冈对中国致以美好祝愿，祝愿北京奥运会的和平和成功。

    看到这则新闻，不禁遥想藏在梵蒂冈博物馆的稀世珍宝，圣彼得广场的庄严宽阔，西斯廷教堂里令人目眩神驰的壁画和圣彼得...
    Tag：品牌
    haydn 发表于13:58:33 | 阅读全文 | 评论 0 | 编辑 | 分享 0

  • 2008-07-04

    Global Brand Strategies - [books 阅览]

         

    By Sicco van Gelder

    Kogan Page (2003)

    The complexity of growing a brand across markets, cultures and regions cannot be underestimated. For every Coca-Cola there are thousands of brands that have ended up lost on the landscape, or worse, repelled by their host country. When crossing borders, everything from the name to the brand positioning needs to be scrutinized to ensure proper “translation” across regions. And who better to advise on how to be a savvy global merchant then the Dutch?

    Tag：Brand Strategies
    haydn 发表于14:32:03 | 阅读全文 | 评论 0 | 编辑 | 分享 0