Trending on TikTok

Buldak

Sunscreen

Sanrio

  • Search History
  • Trending
Shop Departments
Japan
Korea
Greater China
Best Sellers
New Arrivals
Sale
Gift Cards
Community
More
Sign in / Sign up

English

English 简体中文 繁體中文 한국어 日本語
{{sellerTotalView > 1 ? __("sellers", {number: sellerTotalView}) : __("seller", {number: sellerTotalView}) }}, {{numTotalView > 1 ? __("items", {number: numTotalView}) : __("item", {number: numTotalView}) }}
free FREE

View Cart & Check Out Yamibuy
Yami

Nickname

Let us know how to properly address you.

Update Your Name
Account Orders Favorites
Points 0
Coupons 0
Gift Card Balance $0.00
{{ inviteNavTitle }}
Sign Out

Change Your Zip Code

Inventory information and delivery speeds may vary for different locations.

Location History

{{email ? __('Got it!') : __('Restock Alert')}}

We will notify you by email when the item back in stock.

Cancel
Yami

Jingdong book

品牌的本质

View Cart & Check Out Yamibuy
{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}
Books Management Marketing
Jingdong book

品牌的本质

{{__(":people-members", {'people': item.limit_people_count})}} {{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ item.invalid_price }} {{ itemDiscount }}
Ends in
{{ itemCurrency }}{{ item.valid_price }}
{{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }}
{{ itemDiscount }}
{{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }} {{ itemCurrency }}{{ item.invalid_price }} {{itemDiscount}}
{{ itemCurrency }}{{ item.valid_price }}
Sale ends in
Sale will starts after Sale ends in
{{ getSeckillDesc(item.seckill_data) }}
{{ __( "Pay with Gift Card to get sale price: :itemCurrency:price", { 'itemCurrency' : itemCurrency, 'price' : (item.giftcard_price ? priceFormat(item.giftcard_price) : '0.00') } ) }} ({{ itemCurrency }}{{ priceFormat(item.giftcard_price / item.bundle_specification) }}/{{ item.unit }}) Details
Best before

Currently unavailable.

We don't know when or if this item will be back in stock.

Unavailable in your area.
Sold Out

Details

Full product details
Content Description

企业如何给一个品牌“定位”不一定与消费者感知到的品牌一致。品牌使得营销者可以给产品或服务提供附加的含义，但最终决定这种品牌含义是什么的却是消费者。品牌内涵种类繁多，表现形式各异，因为内涵和品牌连接的方式和前者一样，都是种类众多且表现形式各异。
《品牌的本质》给出了消费者如何从品牌中寻求和创造内涵的全面而整体的观点，它探索的是顾客与产品和服务相连接背后最基本的有意识和无意识的行为。于是，传统营销理论遭到质疑，且提出了品牌内涵新框架以解决这一问题。该著作为理解品牌如何能同化和提供品牌内涵勾画出了崭新且理论丰富的边界，它能更进一步帮助读者理解什么是品牌（what brand means）和什么是品牌群（what brands mean）等问题。
《品牌的本质》可作为企业管理、市场营销，消费者心理和广告学专业的研究生和本科生的辅助教材，《品牌的本质》内容对于管理决策者和管理者亦会有所裨益。
Author Description

马克·贝特，牛津大学语言学硕士，曾在全球领先广告代理机构就职，于英国、中欧、拉丁美洲和美国工作的许多领域开展过工作，其客户包括可口可乐公司、联合利华公司、雀巢公司以及卡夫食品有限公司。
Comments

★“品牌含义本身意味着对市场营销中有关品牌的学术文献做出了巨大贡献。”
——阿伦·J．基梅尔（Allan J．Kimmel），（巴黎）欧洲管理学院市场营销系教授

★“一本充满思想的书，对于学习或管理品牌者而言，应为必读书目。该著作的特点是既合乎逻辑又合乎实际。”
——杰拉尔德。泽沃特曼（Gerald Zaltman），哈佛商学院市场营销系教授，《客户如何思考》和《营销隐喻学：深刻隐喻如何揭示了消费者心理》之作者

★“一本全面且涉猎范围极广的著作，该著作从品牌含义这个独特视角完美地整合了消费者行为的主要理论和概念。”
——贝恩德·施密特（Bernd Schmitt），（纽约）哥伦比亚大学商学院，《大思想战略》之作者

★“市面上现存的关于品牌含义的大多数内容都过于理论化、学术化，该著作有可能是连接起管理实践界和管理学术界的桥梁，该著作亦可为学生当作一本辅助教材。”
——拉吉夫·巴特拉（Rajeev Batra），密歇根大学罗斯商学院市场营销系教授
Catalogue

导论

第一章 关于品牌
第一节 品牌的价值、历史和概念
第二节 品牌如何存于心中
第三节 品牌关系

第二章 人的动机——我们如何以及为何要探索含义
引言
第一节 人的需求
第二节 人的价值观
第三节 手段-目的理论
第四节 情绪与自我形象
第五节 品牌应用
第六节 利用原型的意义

第三章 感知
引言
第一节 感知过程
第二节 感觉系统
第三节 品牌的意义
第四节 如何加工感官信息

第四章 事物的含义
第一节 语义学领域
第二节 态度和行为
第三节 字面意义和引申含义
第四节 符号学
第五节 有形的和无形的资产
第六节 含义的类别
第七节 我们的财产意味着什么
第八节 象征型消费
第九节 含义传递过程
第十节 仪式

第五章 品牌的含义——定义和说明
第一节 定义品牌含义
第二节 品牌联想的类型
第三节 品牌联想的强度
第四节 核心联想
第五节 品牌含义框架图：初级的品牌含义和內隐的品牌含义
第六节 品牌含义的来源

第六章 品牌含义与品牌战略
第一节 品牌的定义及其差异
第二节 品牌延伸战略的作用和影响
第三节 延伸战略
第四节 品牌延伸和市场扩张

第七章 品牌含义的演进
引言
第一节 品牌含义演进模型
第二节 从产品类别到文化

第八章 品牌传播
第一节 品牌传播概述
第二节 传播品牌含义的广告
第三节 广告的符号学分析
总结
参考文献
Book Abstract

就其本身而言，味觉是一种很单纯的感觉。我们味蕾上的感应细胞只对五个基本的味道有反应：甜、酸、咸、苦和一种新近发现的叫做鲜味的第五种味道。后者在日语中表示鲜美的味道，有时也被称为“更多的伊什”（More-ish）。你是否注意到由于感冒引起的鼻塞会使味觉消失？这是因为，尽管人类的舌头有大约10000个味蕾，但多达90%的味觉实际上是来自我们的嗅觉。同时视觉也发挥了重要的作用。试想一下品尝葡萄酒是如何涉及这三个感官的，那是以相反的顺序。首先，品酒师观察酒杯中的葡萄酒；其次，鼻子慢慢欣赏葡萄酒的酒香；最后，当液体流过舌头时品尝它的味道。研究表明，食物的颜色可以极大地影响其被感受到的味道。色彩鲜艳的食物通常比平淡无奇的食物尝起来更好吃。我们品偿我们所看到的食物。这就是为什么我们今天吃的大部分食物会添加大量的色素添加剂以及香料。在浅色啤酒中加入食物色素后，味觉测试的消费者会觉得它更加热情亲切。广告和人们对品牌的认可度也会影响他们对味道的感知。为了消除这一影响，味觉测试经常会选择盲试的方法进行，先是不暴露品牌商标，然后再揭示品牌商标。
科学家们认为，人类以前形成味觉感知是为了避免中毒和摄入有害物质。但如今事情已经发生变化，各大公司——陕餐连锁店、饮料公司、快餐公司的财富在很大程度上取决于它们的产品味道如何。可口可乐的配方是一个严守的秘密，肯德基鸡块的主要原料由11种草药和香料混合而成。如此神秘只为了在消费者的脑海里和嘴上加上品牌和味道之间的联系。考虑到大部分人们在描述不同味道时语言的有限性，有独特造诣的品牌可以给消费者带来独特品味，以便消费者更好地将它们与竞争对手区分开。另外，正如可口可乐公司20世纪80年代中期发现的那样，口味偏好并不一定保证品牌的成功。百事公司的研究人员发现，在味觉盲试中，相比于可口可乐，消费者更喜欢百事可乐的味道。这一发现是产生成功的“百事挑战”活动的基础。作为回应，可口可乐公司斥资数百万美元进行市场调研，并且进行了20万人次的味觉盲试来验证改进的“新可乐”优于百事可乐和现有的可口可乐产品。1985年，新可口可乐推出了。后来由于公众的强烈抗议，公司最终重新引入原始的可乐配方，并称为经典的可口可乐。
新可口可乐的例子经常会被拿来作为错误营销的一个案例。如果它是像描述的那样失败的话，那么它就提供了一个有益的教训，关于当公司以牺牲品牌为代骱专注于产品的利益时会发生些什么。或者，如果它是一个有预谋的策略，旨在通过煽动公众对一直喜爱的品牌的感情来重新点燃正在下滑的可口可乐的市场份额，那么这是一个冒险的举动。无论哪种方式，它都说明了品牌和味道之间的一种微妙的矛盾关系。直观地说，口味的改善得益于品牌，事实也经常如此。然而在综合考虑品牌忠诚度后，消费者有时会忽略口味因素。
……
Introduction

Specifications

Brand Jingdong book
Brand Origin China

Disclaimer

Product packaging, specifications and price are subject to change without notice. All information about the products on our website is provided for information purposes only. Please always read labels, warnings and directions provided with the product before use.

View Full Terms of Use
Add to favorites
{{ $isZh ? coupon.coupon_name_sub : coupon.coupon_ename_sub | formatCurrency }}
Clip coupons
{{__("Buy Directly")}} {{ itemCurrency }}{{ item.directly_price }}
Quantity
{{ quantity }}
{{ instockMsg }}
{{ limitText }}
{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}
Sold by JD@CHINA
Ship to
{{ __("Ship to United States only") }}
Free shipping over 69
Genuine guarantee
View details
Region

{{ regionInfo.title }}

Added to Cart

Keep Shopping

More to Consider

{{ item.brand_name }}

{{ item.item_name }}

{{ item.currency }}{{ item.market_price }}

{{ item.currency }}{{ item.unit_price }}

{{ item.currency }}{{ item.unit_price }}

Coupons

{{ coupon.coupon_name_new | formatCurrency }}
Clip Clipped Over
{{ getCouponDescStr(coupon) }}
{{ coupon.use_time_desc }}
Expires soon {{ formatTime(coupon.use_end_time) }}

Share this item with friends

Cancel

Yami Gift Card

Get this exclusive deal when paying with gift card

Terms and Conditions

Gift card deals are special offers for selected products;

The gift card deals will automatically be activated if a customer uses gift card balance at check out and the balance is sufficient to pay for the total price of the shopping cart products with gift card deals;

You will not be able to activate the gift card deals if you choose other payment methods besides gift card. The products will be purchased at their normal prices;

If your account balance is not enough to pay for the products with gift card deals, you can choose to reload your gift card balance by clicking on the Reload button at either shopping cart page or check out page;

Products that have gift card deals can be recognized by a special symbol showing 'GC Deal';

For any additional questions or concerns, please contact our customer service;

Yamibuy reserves the right of final interpretation.

Sold by Yami

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

Yami is committed to provide our customers with a peace of mind when purchasing from us. Most items shipped from Yamibuy.com can be returned within 30 days of receipt of shipment (For Food, Beverages, Snacks, Dry Goods, Health supplements, Fresh Grocery and Perishables Goods, within 7 days of receipt of shipment due to damages or quality issues; To ensure that every customer receives safe and high-quality products, we do not provide refunds or returns for beauty products once they have been opened or used, except in the case of quality issues; Some products may have different policies or requirements associated with them, please see below for products under special categories, or contact Yami Customer Service for further assistance).
Thank you for your understanding and support.

Learn More

Sold by Yami

Terms and Conditions of Yami E-Gift Card

If you choose “Redeem automatically” as your delivery method, your gift card balance will be reload automatically after your order has been processed successfully;

If you choose “Send to Email”as your delivery method, the card number and CVV will be sent to the email address automatically;

Any user can use the card number and CVV to redeem the gift card, please keep your gift card information safely. If you have any trouble receiving email, please contact Yami customer service;

Yami gift card can be used to purchase both Yami owned or Marketplace products;

Yami gift card will never expire;

Yami gift card balance does not have to be used up at once;

All rights reserved by Yami.

Return Policy

Gift card that has already been consumed is non-refundable.

Sold by JD@CHINA

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Service Guarantee

Yami Cross-store Free Shipping over $69
Yami 30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69
Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)


Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Yami

Download the Yami App

Back Top

Recommended for You

About the brand

Jingdong book

为您推荐

Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g
144

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g
144

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g
144

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g
144

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g
144

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g
144

周销量 600+

$1.66 $1.99 83折

Reviews{{'('+ commentList.posts_count + ')'}}

Have your say. Be the first to help other guests.

Write a review
{{ totalRating }} Write a review

  • {{i}} star

    {{i}} stars

    {{ parseInt(commentRatingList[i]) }}%

Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}
Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}

No related comment~

Load more reviews

Review

Yami Yami

{{commentDetails.user_name}}

{{ showTranslate(commentDetails) }}Show Less

{{ strLimit(commentDetails,800) }}Show more

Show Original

{{ commentDetails.content }}

Yami
Show All

{{ formatTime(commentDetails.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ commentDetails.likes_count }} {{ commentDetails.likes_count }} {{ commentDetails.reply_count }} {{commentDetails.in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Comments{{'(' + replyList.length + ')'}}

Yami Yami

{{ reply.reply_user_name }}reply to{{ reply.parent_user_name }}

{{ showTranslate(reply) }}Show Less

{{ strLimit(reply,800) }}Show more

Show Original

{{ reply.reply_content }}

{{ formatTime(reply.reply_in_dtm) }}

{{ reply.reply_likes_count }} {{ reply.reply_likes_count }} {{ reply.reply_reply_count }} {{reply.reply_in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Cancel

That’s all the comments so far!

Write a review
How would you rate this item?

Please add your comment.

  • A nice nickname will make your comments more popular!
  • The nickname in your account will be changed to the same as here.
Thanks for your review
Our community rely on great reviews like yours to find the best of Asia.

Report

If you find this content inappropriate and think it should be removed from the Yami.com site, let us know please.

Cancel

Are you sure to delete your review?

Cancel

You’ve Recently Viewed

About the brand

Jingdong book