How Come Your Brand Isn't Working Hard Enough ?: The Essential Guide to Brand Management (If You're So Brilliant) - Tapa blanda
Sinopsis
A guide to brand management for managers who are determined to make their mark. <i>How Come Your Brand Isn't Working Hard Enough? </i> demonstrates how to tackle the challenges of brand strategy, and includes real-life examples (good and bad), a brand health checklist, and pragmatic advice on positioning, targeting and implementation.
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Acerca del autor
<b>Peter Cheverton</b> is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of <i><b>Global Account Management</b></i>, <i><b>Key Account Management</b></i>, <i><b>Key Marketing Skills</b></i>,<b> <i>Key Account Management in Financial Services</i></b> and <i><b>Understanding Brands</b></i>, all published by Kogan Page.
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<p><b>Part I Defining the brand -- its purpose and its benefits</b><br><br> <b>1 Where brands came from... and why that matters </b><br><br> From birth to death<br><br> And into our own era...<br><br> <b>2 The brand as an emotional charge </b><br><br> Types of emotional charge - a model for discussing brands<br><br> Finding your level<br><br> The virtuous circle<br><br> Brand evolution and brand definition<br><br> <b>3 The brand as a personality </b><br><br> Who is your brand?<br><br> <b>4 The brand as a mark of loyalty </b><br><br> Customer expectations and loyalty<br><br> <b>5 The brand as evidence of your unique competitive advantage </b><br><br> Brands need to be more than 'surface fluff'<br><br> <b>6 The rise and rise of the retail brand </b><br><br> The multifaceted brand<br><br> <b>7 The B2B and service brand -- branding is not just for FMCG </b><br><br> <b>8 Valuing the brand -- not just for the accountants </b><br><br> Branding and profitability<br><br> <b>Part II Brand management -- the strategy </b><br><br> 9 Business strategy -- the brand in context<br><br> Growth, branding and risk management -- the brand halo<br><br> Branding and value drivers - defining the brand<br><br> <b>10 Segmentation -- a source of competitive advantage </b><br><br> Novel segmentation<br><br> Micro-segmentation - anti-segementation<br><br> <b>11 Brand positioning -- securing a place in the customer's mind </b><br><br> The process<br><br> A vital choice - brands and expectations<br><br> Repositioning<br><br> <b>12 Brand extension -- beyond wrinkle cream </b><br><br> The product life cycle<br><br> Brand augmentation<br><br> Brand extension<br><br> <b>13 Brand architecture -- putting it all together </b><br><br> The need for a variety of architectures<br><br> Product brands<br><br> Sub-brands and marks<br><br> Validated identity brands<br><br> Corporate brands<br><br> Global or local brands?<br><br> <b>Part III Brand management -- the implementation </b><br><br> <b>14 Building positive associations -- the moments of truth </b><br><br> What's in a name?<br><br> Logos and slogans<br><br> Packaging -- the Cinderella of branding<br><br> Customer relationships<br><br> Inventing new interactions and associations<br><br> <b>15 Advertising -- not the whole story </b><br><br> Why advertise?<br><br> The problems with advertising<br><br> Right media, right execution<br><br> Beyond advertising<br><br> Budgets -- does it all come down to money?<br><br> <b>16 Briefing the agency -- making sure it works for you </b><br><br> <b>17 The brand health check </b><br><br> The next steps...<br><br> Market segmentation<br><br> The Branding Performance Map®<br><br> Training and consultancy</p>
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