7。 iPod 的：创建一个标志性品牌 118 
 
8。杜邦 - 企业品牌管理 121 
 
9。利维的码头工人：建立一个子品牌 125 
 
10。妮维雅 - 管理品牌组合 131 
 
11。雅虎 - 管理一个互联网品牌 137 
 
12。美国运通：142 个金融服务品牌 
 
13。星巴克 - 品牌管理的高增长 147 
 
14。 Snapple - 复兴一个品牌 153 
 
15。埃森哲 - 重塑品牌和全球大国的品牌重新定位 158

 

Chapter 1 

Brands & Brand Management 

 
Overview 
This chapter sets up the rationale for the book. Because brands are so valuable to the firms that 

manufacture them and the consumers who purchase them, and because the marketplace has become 

increasingly complex and competitive, brand management is more important and challenging now than 

it ever has been. Brand managers face a seemingly unlimited number of  options and opportunities with 

respect to product, price, place and promotion strategies. But they also face increased risk as they strive 

to deal with sea changes in the marketing environment, including the rise of  private labels, media 

fragmentation, pressure for short-term results, shifting consumer preferences, and technological 

advancements that level the product feature playing field, to name just a few.   

 

Despite these pressures, many brands continue to grow and flourish, as evidenced by the global 

successes of  such mega-names as Nike, Disney, Mercedes, and others. Moreover, even categories that 

heretofore had been thought of  as consisting of  mundane commodity products now contain brands, 

including Campbell’s mushrooms, Blue Rhino propane gas, and Perdue chickens.   

 
Chapter 1 also indicates that by focusing specifically on brands, this book enables students to gain 
valuable knowledge, broader perspectives, and more strategic insights than in a more general marketing 
text. The chapter introduces the concept of a brand as an identifiable and differentiated good or service.