книга.Даулинг.Репутация фирмы
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. 8.1.
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, '. Arnott's Biscuits Company ,
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R. Hoverstad, 'Vividness as a Means of Attracting Attention: A Revised Concept of Vividness', R. Belk, G. Zaitman, R. Bagozzi,
D. Brinberg, R. Desh-pende, A. Firat, M. Holbrook, J. Olson, J. Sherry, and B. Weitz (eds.), A MA Winter Educators Conference (Chicago: American Marketing Association, 1987), 245—248.
212
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213
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Campbell Soup ) Company, Chase Manhattan Bank, US Steel ) China Light ) & Power
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(Al Ries) (Jack Trout)
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S. Asche, 'Forming Impressions of Personality', Journal of Abnormal and Social Psychology, 41 (1946), 258—290.
Ries and J. Trout, Positioning: The Battle for Your Mind (New York: McGraw-Hill, 1981). — ., .
: . — .: , 2001. . .
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214
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•Compaq ( . — ).
•Weight Watchers, Lean Cuisine Healthy Choice ( . —
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•Head & Shoulders ( . — ).
•Intensive Care ( . — ).
•Close-Up ( . — ).
•DieHard ( . — ).
•U-haul ( . — ).
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(British Design Council), « »
(Right to Life), « » (Freedom from Hunger)
Greenpeace ( . — )».
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« » (Air Canada);
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. Selame and J. Selame, The Company Image (New York: John Wiley & Sons, 1988).
215
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1 W. Olins, Corporate Identity (Harvard: Harvard Business School
Press, 1989). 216
8.1
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1.Ford, Philips, Rolls-Royce, Hewlett-Packard, Nestle Lloyd's of
2.London, Saks-Fifth Avenue, Zurich Insurance Caterpillar .
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—- ), Shell . — ), Apple . — |
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4. |
), Jaguar, Cobra Golf Abbey Healthcare |
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), Boston Beer Company ( ), Holiday |
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5. |
Inn ( ) Pan Am, Nabisco ( |
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), PetsMart |
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ABC, BP, IBM, NEC, Qantas (Queensland and Northern |
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Territories Air Service — « |
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») Exxon, Kodak, |
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Navistar, Unisys, Xerox Burger King ( ), |
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Cadillak ( ), Nike ( |
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Whirlpool . — ), Travelers Insurance . — |
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), Surf ( . — ), |
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Dive & Ski . — ), |
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Four Seasons . — ), Speedo ( . |
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speed, . — ) Coca-Cola ( |
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), Allegis ( . allegiance, . — , |
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2.Kodak, Coca-Cola, Xerox . ,
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, Xerox , a Kodak .
3., , ABC, CBS, CNN, CNBC, ESPN, NBC . (
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217
: PRESSI ( HERSON )
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International Business Machines Federal Express
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American Express.
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Mitsubishi ,
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219
: PRESSI ( HERSON )
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» . , 1970 .
(Charles and Maurice Saatchi)
Saatchi & Saatchi. 1975 .
Garland'-Compton,
Saatchi & Saatchi Garland-Compton.
Saatchi & Saatchi Garland Worldwide.
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Saatchi & Saatchi.
KPMG Peat Marwick LLP
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, » . 'Lots Of Trouble, Usually Serious').
Sabena « -
. D. Aaker, Managing Brand Equity (New York, The Free Press, 1991), ch. 9; D. Aaker, Building Strong Brands (New York: The Free Press, 1996); K. Keller, Strategic Brand Management (Upper Saddle River, NJ: Prentice Hall, 1998).
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