The Handbook of Brand Management

Overview


Establishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value.The Handbook of Brand Management explains the ins and outs of managing brand names in today’s fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers’ actual questions about brands, this essential guide combines ...
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Overview


Establishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value.The Handbook of Brand Management explains the ins and outs of managing brand names in today’s fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers’ actual questions about brands, this essential guide combines expert advice with the stories of thirteen successful companies from around the world.This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?).For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand name’s financial value. They find insights in the examples of Schering-Plough “stretching” the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers’ minds, and many other popular brand-name products.

A complete resource on managing brand names, the most powerful strategy in marketing. Brand names are now recognized as major corporate assets. Marketing managers must know the best strategies for promoting brand-name products, and under the new tax laws, financial managers will have to learn to put a monetary value on trade names.

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Editorial Reviews

Library Journal
A brand assigned to a product is just as important to the success of that product as the actual product itself. We can all identify with brand names like Coke, Kellogg, and IBM and ask for them by name. Arnold, a marketing instructor at one of Britain's top business schools, has written a thorough plan for managing all aspects of brands. He discusses how to establish new brands and how to rejuvenate established brands, examining the importance of market research and exploring how to identify a target market and promote the brand to that market. Also included is a chapter on marketing a brand to a global audience. The handbook draws heavily on the use of case studies, including such brands as Marlboro, Perrier, and Pizza Hut. For comprehensive business collections. --Joel Jones, Jefferson Cty. P.L., Arvada, Col.
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Product Details

  • ISBN-13: 9780201632798
  • Publisher: Basic Books
  • Publication date: 3/28/1993
  • Series: International Management Series
  • Pages: 284
  • Product dimensions: 0.75 (w) x 6.00 (h) x 9.00 (d)

Meet the Author


David Arnold, M.B.A., taught marketing and strategic management courses at the Ashbridge Management College, one of the U.K.’s leading business schools. His consulting clients have included Lloyds Bank, ICI Parts, Hoechst, and the Thames Water Authority. He is now a doctoral candidate at the Harvard Business School.
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Table of Contents

List of Figures
List of Tables
Foreword
Introduction: Brands - The Newest Assets
Acknowledgments
1 Understanding Branding 1
2 The Anatomy of a Brand 14
3 The Brand Management Process 31
4 Using Research to Understand Markets 41
5 Identifying Target Customers - Understanding Segmentation 69
6 Brand Positioning 90
7 The Scope of a Brand - Brand Stretching 131
8 The Role of Promotion 158
9 Spending Money on Promotion 188
10 Brand Valuation 211
11 The Globalization of Brands 227
Glossary 247
Index 251
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