How come your brand isn't working hard enough?: the essential guide to brand management
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2002
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| Schriftenreihe: | If you're so brilliant
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| Schlagworte: | |
| Online-Zugang: | How come your brand isn't working hard enough? Inhaltsverzeichnis |
| Beschreibung: | XII, 180 S. Ill., graph. Darst. |
| ISBN: | 0749437286 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Series Editor s foreword j
Preface j
Part I Defining the brand its purpose and its benefits 1
1 Where brands came from... and why that matters 3
Frombirth... to death? 3
And into ourownera... 6
2 The brand as an emotional charge 9
Types of emotional charge a model for discussing brands 10
Finding your level 17
The virtuous circle 23
Brand evolution and brand definition 25
3 The brand as a personality 29
Who is your brand? 31
4 The brand as a mark of loyalty 35
Customer expectations and loyalty 36
vi Contents
5 The brand as evidence of your unique competitive advantage 43
Brands need to be more than surface fluff 45
6 The rise and rise of the retail brand 47
The multifaceted brand 50
7 The B2B and Service brand branding is not just for FMCG 55
8 Valuing the brand not just for the accountants 65
Branding and profitability 68
Part II Brand management the strategy 71
9 Business strategy the brand in context 73
Growth, branding and risk management the brand halo 74
Branding and value drivers defining the brand 78
10 Segmentation a source of competitive advantage 83
Novel segmentation 87
Micro segmentation anti segmentation? 89
11 Brand positioning securing a place in the customer s mind 91
The process 93
A vital choice brands and expectations 104
Repositioning 105
12 Brand extension beyond wrinkle cream 111
The product life cycle 111
Brand augmentation 112
Brand extension 113
Contents vii
13 Brand architecture putting it all together 117
The need for a variety of architectures 118
Product brands 120
Sub brands and marks 121
Validated identity brands 122
Corporate brands 123
Global or local brands? 128
Part III Brand management the implementation 133
14 Building positive associations the moments of truth 135
What s in a name? 136
Logos and slogans 140
Packaging the Cinderella of branding 142
Customer relationships 144
Inventing new interactions and associations 146
15 Advertising not the whole story 149
Why advertise? 150
The problems with advertising... 153
Right media, right execution 156
Beyond advertising 159
Budgets does it all come down to money? 159
16 Briefing the agency making sure it works for you 163
17 The brand health check 167
18 Next steps... 171
Market segmentation 171
The Branding Performance Map© 172
Training and consultancy 172
Further reading 173
Index 175
|
| adam_txt |
Contents
Series Editor's foreword j\
Preface \j
Part I Defining the brand its purpose and its benefits 1
1 Where brands came from. and why that matters 3
Frombirth. to death? 3
And into ourownera. 6
2 The brand as an emotional charge 9
Types of emotional charge a model for discussing brands 10
Finding your level 17
The virtuous circle 23
Brand evolution and brand definition 25
3 The brand as a personality 29
Who is your brand? 31
4 The brand as a mark of loyalty 35
Customer expectations and loyalty 36
vi Contents
5 The brand as evidence of your unique competitive advantage 43
Brands need to be more than 'surface fluff' 45
6 The rise and rise of the retail brand 47
The multifaceted brand 50
7 The B2B and Service brand branding is not just for FMCG 55
8 Valuing the brand not just for the accountants 65
Branding and profitability 68
Part II Brand management the strategy 71
9 Business strategy the brand in context 73
Growth, branding and risk management the brand halo 74
Branding and value drivers defining the brand 78
10 Segmentation a source of competitive advantage 83
Novel segmentation 87
Micro segmentation anti segmentation? 89
11 Brand positioning securing a place in the customer's mind 91
The process 93
A vital choice brands and expectations 104
Repositioning 105
12 Brand extension beyond wrinkle cream 111
The product life cycle 111
Brand augmentation 112
Brand extension 113
Contents vii
13 Brand architecture putting it all together 117
The need for a variety of architectures 118
Product brands 120
Sub brands and marks 121
Validated identity brands 122
Corporate brands 123
Global or local brands? 128
Part III Brand management the implementation 133
14 Building positive associations the moments of truth 135
What's in a name? 136
Logos and slogans 140
Packaging the Cinderella of branding 142
Customer relationships 144
Inventing new interactions and associations 146
15 Advertising not the whole story 149
Why advertise? 150
The problems with advertising. 153
Right media, right execution 156
Beyond advertising 159
Budgets does it all come down to money? 159
16 Briefing the agency making sure it works for you 163
17 The brand health check 167
18 Next steps. 171
Market segmentation 171
The Branding Performance Map© 172
Training and consultancy 172
Further reading 173
Index 175 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T14:33:44Z |
| indexdate | 2024-07-09T20:38:35Z |
| institution | BVB |
| isbn | 0749437286 |
| language | English |
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| spelling | Cheverton, Peter Verfasser aut How come your brand isn't working hard enough? the essential guide to brand management Peter Cheverton London [u.a.] Kogan Page 2002 XII, 180 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier If you're so brilliant Marketing gtt Productontwikkeling gtt Brand name products Product management Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s DE-604 http://okeanos-www.hbz-nrw.de:80/F?func=service&doc_library=HBZ01&doc_number=011693749&line_number=0001&func_code=VIEW&service_type=MEDIA How come your brand isn't working hard enough? HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014774009&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cheverton, Peter How come your brand isn't working hard enough? the essential guide to brand management Marketing gtt Productontwikkeling gtt Brand name products Product management Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4144679-3 |
| title | How come your brand isn't working hard enough? the essential guide to brand management |
| title_auth | How come your brand isn't working hard enough? the essential guide to brand management |
| title_exact_search | How come your brand isn't working hard enough? the essential guide to brand management |
| title_exact_search_txtP | How come your brand isn't working hard enough? the essential guide to brand management |
| title_full | How come your brand isn't working hard enough? the essential guide to brand management Peter Cheverton |
| title_fullStr | How come your brand isn't working hard enough? the essential guide to brand management Peter Cheverton |
| title_full_unstemmed | How come your brand isn't working hard enough? the essential guide to brand management Peter Cheverton |
| title_short | How come your brand isn't working hard enough? |
| title_sort | how come your brand isn t working hard enough the essential guide to brand management |
| title_sub | the essential guide to brand management |
| topic | Marketing gtt Productontwikkeling gtt Brand name products Product management Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Marketing Productontwikkeling Brand name products Product management Markenpolitik |
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