Brand Management 101: 101 Lessons from Real-World Marketing

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Overview

Many years ago, I developed a fascination for martial arts. I started reading books that promised to teach self defense and soon I was practicing he steps at home. A few months later, I joined karate classes, and whey my sensei started teaching theory to the class, I thought I already knew it all.

And then I had my first sparring bout. All the theory I had learned, all the practice I had done at home, all the things I thought I knew about ...

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Overview

Many years ago, I developed a fascination for martial arts. I started reading books that promised to teach self defense and soon I was practicing he steps at home. A few months later, I joined karate classes, and whey my sensei started teaching theory to the class, I thought I already knew it all.

And then I had my first sparring bout. All the theory I had learned, all the practice I had done at home, all the things I thought I knew about karate dissipated in one single moment. That was when I tasted my own blood.

That was my first experience of how theory sometimes leaves you unprepared for the real world. Marketing is no different.

Useful guidelines for brand builders in the form of 101 lessons from a field test pro. Easy to read. Anyone working with brands can't help but find tips they can use. - David Aaker, Vice Chairman, Prophet Brand Strategy, Author, Brand Leadership and Building strong Brands

Never have lessons been so pleasant and easy to understand. After finishing Mainak Dhar's 101 lessons you'll be ready for any marketing exercise. This author has had hands-on experience and it shows clearly over these pages. pay attention in this teacher's class! - Allein Moore, Editor, AdAsia

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Product Details

  • ISBN-13: 9780470822296
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 5/11/2007
  • Edition number: 1
  • Pages: 200
  • Sales rank: 1,505,750
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

Mainak Dhar is a graduate of the Indian Institute of Management, Ahmedabad. His career in marketing with a leading multinational has spanned more than 10 years and has taken him from Mumbai to Bangkok and now Singapore.

Over the course of his career, Mainak has worked on campaigns that have won a Bronze Lion at Cannes and EFFIES at the Asian Brand Marketing Effectiveness Awards.

Full time executive by day and writer by night, Mainak has previously written two novels and a book of poetry. You can contact him at mainakdhar@yahoo.com.sg.

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Table of Contents


Acknowledgments     vii
Introduction     1
Positioning     5
Building a better mousetrap: Creating new ideas and concepts     7
Breaching the defenses: Sourcing market share from an existing player     13
Enemy at the gates: Defending against competitive attack     17
There are no limits to growth: Growing a high market share brand     23
Empire-building: The mega-branding challenge     27
Miracles do happen: Turning around a declining brand     31
A brand new you: Reinventing and relaunching an existing brand     37
When two's a crowd: Managing a portfolio of brands     43
Promotion     49
What starts well ends well: The importance of a good brief     51
What if you were dating your viewer?: How to develop great TV advertising     55
Testing, testing, 1, 2, 3: Using advertising testing smartly     61
Radio gaga: Developing radio advertising     67
Sex appeal sells, but what?: Using celebrity advertising smartly     73
Getting down and dirty: The risky business of competitive advertising     79
Surround and conquer: Using multiple media to win with the consumer     85
Pricing     91
The price is right: The art of setting pricing     93
You're going down!: The tricky business of pricing down     99
But they started it!: The even trickier business of dealing with price competitors     103
There's no such thing as a free lunch: Pricing up     107
Product     113
But I flunked science!: A marketer's role in product design     115
Cooking 101: Making a product launch a reality     119
Another "P" of marketing: Pace-setting the right rhythm of "news"     125
Perception is reality: The power of marketing vs. product innovation     131
Yet another "P" of marketing: Planning     137
Place     143
Shopping is like speed dating: The critical role of packaging     145
Size does matter: The role that big customers play today     151
The final frontier: Winning in small stores and developing markets     157
A slightly different ball game: The challenges of marketing to the shopper     163
People     167
Does familiarity breed contempt?: The double edge of continuity     169
It takes two to tango: Forming winning agency partnerships     173
View from the top: Managing management     179
No, they are not really all out to get you: Working with other departments     183
Snafu: What to do when things go terribly wrong     187
Healer, heal thyself!: Some parting thoughts for the marketer     191
The 101 Lessons Summarized     197
Take the Brand Management 101 Quiz!     207
Index     211
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Customer Reviews

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Sort by: Showing all of 4 Customer Reviews
  • Anonymous

    Posted July 7, 2007

    Straight from a warrior!

    Have you ever read war stories written by armchair warriors who've never left their living rooms and then been blown away by the account of someone who was actually there in combat? Brand Managemnent 101 does exactly that for marketing books. After reading book after book by academics and professors who are heavy on theory but low on practical advice, comes a book from someone who is a real marketing warrior- with little new theory to offer- but a lot of real world insights, wisdom and advice gained from a career in `the trenches of brand management'. Would highly recommend this book and wish for more professionals to start writing- following the trail blazed by this author.

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  • Anonymous

    Posted July 9, 2007

    A reviewer

    Very well written, almost reads like a novel. That's the best thing I can say for any business book given how dry many of them are. Written by someone who's clearly a pro at marketing, Brand Management 101 gives great tips on how to succeed as a `real world' marketer. My only word of caution is to be clear on what you're seeking- if you're a green student with no basics on marketing theory, don't expect a lot of theory here- this takes you straight into application. But if you're looking to see how things actually get done, this is a goldmine- no matter whether you're a student, or a professional. As an entrepreneur, I also found many tips I can use today for my business.

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  • Anonymous

    Posted July 6, 2007

    Brilliant!

    If you have anything to do with marketing read this book! It is the most original take on marketing I've read in some time...well written, full of insights and street smart advice.

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  • Anonymous

    Posted April 27, 2007

    A totally refreshing book on marketing

    Bought this in Thailand- and thought of sharing some thoughts on this book. First, be prepared for a marketing book unlike any you've read before. Second, it is a really snappy read- almost like reading a good novel. There's no theory, no graphs, just a lot of great advice you can use everyday. Would recommend this for anyone who wants the real deal on marketing.

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