The truth about creating brands people love /

The quick, complete, easy-to-use guide to brand management!- 51 bite-size, fast-paced insights and realistic solutions for building any brand in any marketplace.- Coverage of everything that matters, from positioning through packaging, marketing through metrics.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Till, Brian, 1960-
Otros Autores: Heckler, Donna, 1963-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Upper Saddle River, N.J. : FT Press, ©2009.
Colección:Truth about (FT Press)
Temas:
Branding (Marketing)
Stratégie de marque.
branding.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Managing brands is not common sense
  • No one loves your brand as much as you love it
  • The brand is not owned by marketing; everyone owns it
  • Making more by doing less
  • Does your brand keep its promise?
  • Price is the communication of the value of your brand
  • Brand personality is the emotional connection with your brand
  • Does your sales force know the difference between a product and a brand?
  • Beware of the discounting minefield
  • Packaging protects your product; great packaging protects your brand
  • Brand management is association management
  • The retail experience is the brand experience
  • Corporate ego: danger ahead
  • Brand metrics: best measure of success?
  • Customer complaints are a treasure
  • Brand stewardship begins at home
  • Market share doesn't matter
  • Avoid the most common segmentation mistake
  • Public relations and damage control: the defining moment
  • Focus equals simplicity
  • Marketing is courtship, not combat
  • Don't sacrifice brand focus for sales
  • The medium is not the message; the message is the message
  • Brand development and the small business
  • Imitation is an ineffective form of flattery
  • Positioning lives in the mind of your target customer
  • The value of brand loyalty
  • Quality is not an effective branding message
  • Effective use of celebrity endorsers: the fit's the thing
  • Brand-building consumer promotion
  • Advertising built for the long run
  • A service brand is a personal brand
  • Is your brand the best at something? If so, be satisfied
  • Great positionings are enduring
  • Effective branding begins with the name
  • Your brand makes your company powerful, not the other way around
  • Be consistent but not complacent
  • Is your brand different? If not, why will someone buy it?
  • The three M's of taglines: meaningful, motivating, and memorable
  • Customer service is the touch point of your brand
  • Smaller targets are easier to hit
  • Beware the allure of brand extension
  • Keep advertising simple, but not simplistic
  • It's a long walk from the focus group room to the cash register
  • Repositioning can be a fool's chase
  • With advertising don't expect too much
  • Don't let testing override judgment
  • Effective advertising is 90% what you say, 10% how you say it
  • Compromise can destroy a brand
  • Don't let the pizzazz outshine the brand
  • There are no commodity products, only commodity thinking.

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