STAR BRANDS: A BRAND MANAGER’S GUIDE TO BUILD, MANAGE AND MARKET BRANDS
Book ID/图书代码： 06840015B80821
English Summary/英文概要： For anyone who wants to learn the fundamentals of branding in an approachable way without poring over dense text or hiring an expensive consultant, Star Brands presents a unique model that offers structured guidance and professional tips for building, managing, and marketing any brand. Created by savvy brand manager Carolina Rogoll, the star brand model is a perfect intersection of solid marketing and management theory with an approachable, visually oriented design. The author teaches step-by-step how to assess a brand’s unique challenge, how to define the brand’s equity and target, how to craft a solid brand growth strategy, and how to measure success once the brand is in the marketplace. The book includes case studies from famous star brands as well as interviews with top business school professors, advertising agency leaders, and former CEOs. Topics covered include the star brand model; leaders behind star brands; brand assessment and goal setting; defining brand equity; selecting a brand target; insights, benefits, ideas; theory from the best marketing and management resources; marketing strategy; how to build a marketing plan; and much more.
The author combines her experience building brands at the front lines of a big multinational company with top-notch marketing and management theory. What results is an ideal primer for anyone seeking structured guidance on building a brand for a client, managing a brand, or even starting a brand for oneself.
Chinese Summary/中文概要： 本书适用于所有想要学习有关品牌的基本知识，又不愿意阅读厚厚的专著或者花大价钱雇佣顾问的人，提供了条理清晰的指引以及从创建品牌到日常管理以及营销的专业建议。本书作者Carolina Rogoll本人就是一个资深品牌经理，她在本书中通过浅显易懂的方式介绍营销以及管理理论，手把手地提点读者如何分析品牌挑战，如何定位品牌价值和目标，如何确保品牌成功进入市场等等。书中包括一些明星品牌的案例分析以及一些商界大腕、学校教授、广告英豪以及前任CEO的专访，主题涉及明星品牌模式、明星品牌背后的领导者、品牌评估以及目标设定等等。本书作者将她个人在大型跨国公司建设品牌的亲身经历与顶尖的市场营销以及管理理论相结合，因此本书对于所有希望系统地学习如何创建品牌、管理品牌的人群而言都是无比珍贵的。（LYR）
Awards/获奖情况：“假如你无法决定是去一个顶尖的商学院读书，还是到一家成功的公司一边工作一边历练，不如直接读这本书——鱼与熊掌能够兼得。”——Paul Smith，畅销书作者
“这本书再一次提醒我们，品牌之所以获得成功，是因为它们背后有人眼界开阔、深谋远虑。而且更好的是，这本人教会我们如何成为这样的人。”——Julian Boulding
“Carolina是一个执业品牌经理，更是一个好老师，她知道如何浅显易懂地让读者学习有关品牌的一切。”——Jacquelyn A. Ottman，作家
"A refreshing framework to build brands in today’s marketplace." Sarah Hofstetter, CEO, 360i
" Can’t decide between entering a top business school or learning on-the-job from a successful marketer? Do both by reading this book." Paul Smith, Bestselling author of Lead with a Story
" A smart, pragmatic and empowering guide to marketing today." Alain Groenendaal, CEO, Grey Latin America
" An insider view for entrepreneurs of how to apply the principles of brand building." Dave Knox, The Brandery Co-Founder
"A tangible framework that brand managers will benefit from implementing on behalf of the brand they’ve been entrusted with" Armin Vit, Co-founder of UnderConsideration
" A timely reminder that great brands are built by people who can see the bigger picture and plan for the long term. Better still - she explains how to do it..." Julian Boulding, President, thenetworkone
" Carolina as a practicing brand manager and teacher knows best how to demystify brands for others to learn" Jacquelyn A. Ottman, Author, The New Rules of Green Marketing
About the Author/作者介绍： CarolinaRogoll曾为诸多全球最大的快销品公司担任品牌创建工作逾十年。2011年起，她成为纽约视觉艺术学院第一届品牌硕士课程的导师之一，教授品牌管理课程（该课程十分受欢迎）。Carolina以优异成绩获得多个工商管理以及市场营销学位，且掌握多门语言。
Carolina Rogoll has been building brands for over a decade for the world’s largest consumer packaged goods company. She has been on the faculty of the first-ever Masters in Branding program at the School of Visual Arts in New York City since 2011, where she created the inaugural (and very popular) brand management seminar. Carolina holds several business and marketing degrees, all with honors, and is fluent in multiple languages.
Format:
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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