Competitive Branding: Winning in the Market Place with Value-Added Brands / Edition 1

Competitive Branding: Winning in the Market Place with Value-Added Brands / Edition 1

by Torsten H. Nilson
     
 

ISBN-10: 0471984574

ISBN-13: 9780471984573

Pub. Date: 10/28/1998

Publisher: Wiley

Developing strong brands is one of the most cost-effective ways of achieving success. Like most good and useful ideas, the basic concept of branding is a simple one. The brand is the symbol of a company or product(s) and a tool to build and communicate the trust and reputation of these items and/or services. The challenge is to avoid complicating the branding

…  See more details below

Overview

Developing strong brands is one of the most cost-effective ways of achieving success. Like most good and useful ideas, the basic concept of branding is a simple one. The brand is the symbol of a company or product(s) and a tool to build and communicate the trust and reputation of these items and/or services. The challenge is to avoid complicating the branding process too much and to ensure that the creation and implementation - making the brand competitive - is done with the right mix of creative flair and systematic marketing. This book, clearly written and fully illustrated with cases and examples from international organizations, provides the necessary advice for anyone charged with the responsibility of developing their organization's brand.

Product Details

ISBN-13:
9780471984573
Publisher:
Wiley
Publication date:
10/28/1998
Pages:
248
Product dimensions:
0.69(w) x 6.00(h) x 9.00(d)

Table of Contents

THE BASICS -
VALUE-ADDED MARKETING.

Competitive Branding and Cost-Effective Marketing.

The Three Phases of Marketing.

The Importance of Being Number 1.

Brand Management -
Creating Preference.

Value-added Marketing.

Understand!

COMPETITIVE BRAND DEVELOPMENT.

Why Branding?

The Origins of Branding -
A (Very) Brief History.

Building Brands.

The Brand Values.

Pricing in the Brand Development Process.

Brand Terminology.

The Brand Hierarchy.

Brand Stretching.

International Brand Strategies.

Managing the Brand Development Process.

MAKING THE BRAND COMPETITIVE.

Getting the Foundation Right.

The Marketing Mix.

Product Development -
An Introduction.

New Product Development (NPD).

Old Product Development (OPD).

Communication -
An Introduction.

Personal Selling.

Sales Promotion.

Advertising.

PR -
Public Relations.

Word-of-Mouth.

Direct Marketing.

Design.

Distribution.

Generating Revenues.

Managing the Brand.

Conclusions.

Reading Suggestions.

Index.

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >