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More About This Textbook
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.
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Meet the Author
Torsten H. Nilson is Founder and Managing Director of NilsonConsulting Ltd, a UK consultancy specializing in the development ofmarketing strategies, brand and concept development. The clientlist includes some of the best known international "blue chip"companies. He is also an appreciated lecturer at conferences andseminars around the world. Prior to setting up Nilson ConsultingTorsten H. Nilson worked for the Nestlé Company in seniormarketing positions across Europe.
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.