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Creating Success: Understanding Brands
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ISBN
:
9788175543119
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Publisher
:
Kogan Page Limited
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Subject
:
Business & Management
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Binding
:
Paperback
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Year
:
2007
₹
150.0
₹
150.0
150.0
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Description
Good brand management is the route to getting a brand to work harder, make its proper mark and achieve succes. Any brand-new or old-must be managed, nurtured, exploited and, when necessary, changed.Understanding Brands is for those who know that brand management is crucial but don't know how to go about it. It will help you to understand: What a brand is and what it can do for;The Brand as an emotional charge;The Brand as a personality;Branding and business Strategy;How to position your brand or extend it:The importance of advertising. About Author : Peter Cheverton is a director of Insight Marketing and People. He is the author of Key Account Management, Global Account Management and Key Marketing Skills (all published by Kogan Page). Contents : PrefacePART I DEFINING THE BRAND-ITS PURPOSE AND ITS BENEFITSWhere brand came from.. and why that mattersThe brand as an emotional chargeThe brand as a personalityThe brand as a mark of loyaltyThe brand as evidence of your unique competitive advantageThe rise and rise of the retail brandThe B2B and serivce brand-branding is not just for FMCGValuing the brand-not just for the accountantsPART II BRAND MANAGEMENT-THE STRATEGYBusiness strategy-the brand in contextSegmentation-a source of competitive advantageBrand positioning-securing a place in the customer's mindBrand extension-beyond wrinkle creamBrand architecture-putting it all togetherPART III BRAND MANAGEMENT-THE IMPLEMENTATIONBuilding positive associations-the moments of truth Advertising-not the whole storyBriefing the agency-making sure it works for you The Brand health checkContacting the author
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