In One Word: The Power of Razor-Sharp Brand Positioning to Lower Costs and Improve Results
暫譯: 一字之力：銳利品牌定位的力量以降低成本並改善結果

Behnke, Michael

In One Word: The Power of Razor-Sharp Brand Positioning to Lower Costs and Improve Results
  • 出版商: Springer
  • 出版日期: 2025-05-27
  • 售價: $1,460
  • 貴賓價: 9.8 折 $1,430
  • 語言: 英文
  • 頁數: 249
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3031882016
  • ISBN-13: 9783031882012
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

"In One Word" analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand's value proposition in just one word. This book offers deep insights to marketers and communication professionals, helping them to better understand what it takes to build successful brands. Many of today's power brands are succeeding in defining what they stand for in a single word. When executed properly, a one-word brand positioning is unleashing powerful synergies in the brand-building and management process by aligning everyone involved in the same strategic direction.

Through this approach, a company's resourcefulness, energy, and creativity are being bundled and directed towards the same objective. In this surprising approach to branding, a single word is ultimately driving the entire brand-related marketing and sales operation. For instance, "Glamour" drives the L'Oréal Paris brand, while Nivea stands for "Care." Michael Behnke provides practical guidance on building power brands, offering tangible advice and real-life illustrations to empower branding professionals in their quest to build unique brands that deliver rewarding results.

商品描述(中文翻譯)

《一字之中》分析並討論了品牌價值主張的基本動態，以及用一個字來定義品牌的獨特技術和方法論。本書為行銷人員和傳播專業人士提供了深入的見解，幫助他們更好地理解建立成功品牌所需的要素。當今許多強勢品牌都成功地用一個字來定義他們所代表的意義。當執行得當時，一字品牌定位能在品牌建立和管理過程中釋放出強大的協同效應，讓所有參與者朝著相同的戰略方向前進。

透過這種方法，一家公司的資源、能量和創造力被整合並指向相同的目標。在這種驚人的品牌策略中，一個字最終驅動了整個品牌相關的行銷和銷售運作。例如，「Glamour」驅動著L'Oréal Paris品牌，而Nivea則代表著「Care」。Michael Behnke提供了建立強勢品牌的實用指導，提供具體建議和真實案例，幫助品牌專業人士在建立獨特品牌的過程中獲得豐碩的成果。

作者簡介

Michael Behnke has been active in international branding since the early eighties, holding positions in New York, Sao Paulo, Frankfurt, and Paris. With over 20 years in the international advertising industry, he has worked with global agencies such as Ogilvy, Young & Rubicam, TBWA, BBDO, and Publicis, specializing in pan-regional and global key account management. His core responsibilities included strategic brand and project management for major brands like Mercedes Benz, Volvo, Danone, Colgate-Palmolive, Nivea, L'Oréal, and American Express.

In 2005, Mr. Behnke founded Belly Button Paris, a consultancy focusing on branding and operational marketing, servicing clients from global corporations to medium-sized family businesses. The success of Belly Button Paris is driven by its "One-word" brand positioning methodology. Since 2014, Mr. Behnke has also been a part-time professor at the American University of Paris, teaching courses at the bachelor's and master's degree levels in strategic brand management.

作者簡介(中文翻譯)

麥可·貝恩克（Michael Behnke）自八十年代初期以來一直活躍於國際品牌領域，曾在紐約、聖保羅、法蘭克福和巴黎擔任職位。在國際廣告行業擁有超過20年的經驗，他曾與奧美（Ogilvy）、陽狄（Young & Rubicam）、TBWA、BBDO和公關公司（Publicis）等全球代理商合作，專注於泛區域和全球關鍵客戶管理。他的核心職責包括為梅賽德斯-賓士（Mercedes Benz）、沃爾沃（Volvo）、達能（Danone）、高露潔-棕欖（Colgate-Palmolive）、妮維雅（Nivea）、歐萊雅（L'Oréal）和美國運通（American Express）等主要品牌進行戰略品牌和項目管理。

在2005年，貝恩克先生創立了巴黎肚臍（Belly Button Paris），這是一家專注於品牌和運營行銷的顧問公司，服務的客戶從全球企業到中型家族企業。巴黎肚臍的成功源於其「一字」品牌定位方法。自2014年以來，貝恩克先生還擔任美國巴黎大學的兼任教授，教授本科和碩士學位的戰略品牌管理課程。

類似商品