出版社:机械工业出版社出版时间:2012年6月世界经典《品牌三部曲》之一。在戴维·阿克“品牌三部曲”的奠基之作《管理品牌资产》一书中,经理人会发现品牌是一项战略资产,也是公司保持竞争优势的主要源泉。“品牌三部曲”之二的《创建强势品牌》,通过麦当劳、土星、通用、健康选择以及其他品牌建设的真实案例来阐述如何创建和管理强势品牌。品牌战略制定者最常走进的一个误区是过分聚焦于品牌的功能属性,《创建 Press: Machinery Industry Press Publication date: June 2012 world classics “brand trilogy” one. In David Acker's book The Management of Brand Equity, the cornerstone of The Brand Trilogy, managers find that a brand is a strategic asset and a major source of corporate competitive advantage. Creating a Strong Brand by Branding Trilogy2 illustrates how to create and manage strong brands through real-life examples from McDonald's, Saturn, General Motors, Health Choice, and other brand building. One of the myths most often seen by brand strategy makers is over-focusing on the brand's functional attributes, "creating