-p1-Feb-04--BookStudybyStephen-p2-Feb-04(Brand)(行)來(Brand)(行說)諾諾(SubBrand)(勒)立來龍茶來-p3-Feb-04(BrandImage)聯識(BrandIdentity)略聯聯諾益(BrandEquity)聯來領(Brandleadershipmodel)來年立-p4-Feb-04/1樂$83.8$142.259%256.7271.9213IBM43.8158.4284異33.5328.0105福車32.257.458632.352.658730.0144.1218勞26.240.9649AT&T24.2102.52410路21.0112.41911諾20.746.94412車17.848.3371317.677.5231417.154.93115列15.942.9371614.824.86022BMW11.316.77728Nike8.210.677364.35.67743IKEA3.54.77554洛羅倫1.62.566Interbrand量(金)料來RaymondPerrierInterbrand1999年6-p5-Feb-04領精神1.連度2.識3.力不5.都4.8.連來7.6.都-p6-Feb-04精神連度¹度略量(masscustomization)雷車數量Nike量類都-p7-Feb-04路數金行立“路”不廉降落“不”Nike更¹“”¹-p8-Feb-04不便車六爛令列量-p9-Feb-04不不不不不-p10-Feb-04立¹度¹度樂量量車料樂不樂度-p11-Feb-04度不行了不靈不念切聯行不-p12-Feb-04•不惡略•來•來連都•來惡劣惡劣•來路-p13-Feb-04•年來念•行理了•不••不念不量拉都不-p14-Feb-04精神識¹都力量“”(geneticstructure)¹兩不精神精神“”來“”“”-來-p15-Feb-04Nike1987年“”切不JustDoIt不說說練行JustDoIt不了都Nike精神-p16-Feb-04JustDoIt切不論六說度不-p17-Feb-04•洞更Nike什•Nike切不•若女理洞力Why?•Nike領都Nike不女年-p18-Feb-04不度料什來說洞都-p19-Feb-04¹()不更不¹不不¹不論都了力量-p20-Feb-04不來什靈精來都了行Nike(AuthenticAthleticPerformance)Disney樂(FunFamilyEntertainment)更(RewardingEverydayMoments)-p21-Feb-04¹了¹了¹不¹類-p22-Feb-04精神力不聯異聯Wal-Mart樂(Sam’sClub)來¹類¹立-p23-Feb-04拓不論利都度(BrandWidth)¹不力行金¹若略都¹律不不-p24-Feb-04立度1.略聯¹2000年樂YAHOO2.¹(People)年(TeenPeople)¹樂料零路3.路¹度路類-p25-Feb-044.類¹類路不立度例RalphLauren都流行諾5.¹弄亂不聯留6.¹勒車勒(Daimler)勒立度-p26-Feb-04不¹不牢¹不略利年利降年都不省略¹不略聯-p27-Feb-04精神¹雷車¹都略不¹路RalphLauren都¹車(Volvo)¹BMW龍(MontBlanc)-p28-Feb-04串連倫不力串連龍理降度切留行都洞拉度-p29-Feb-04Nike什念連-p30-Feb-04立力都類力量都紐領不理說行-p31-Feb-04精神都論不見不留不都例樓都零零-p32-Feb-04不論都力¹¹¹¹-p33-Feb-04不不論降降不易¹都¹不館裡-p34-Feb-04v.s零RalphLauren–金都–茶切Wal-Mart連都兩-p35-Feb-04理識¹力(Guinness)–力落都力狀-p36-Feb-04不論零不練懶裡狀都來說裡不年不都不-p37-Feb-04精神六都¹不力利¹來理都不論¹行-p38-Feb-04領零不理行(ChiefBrandOfficer)行了–不行–不離