Star Brands: A Brand Manager's Guide to Build, Manage & Market Brands

Star Brands: A Brand Manager's Guide to Build, Manage & Market Brands


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Product Details

ISBN-13: 9781621534631
Publisher: Allworth
Publication date: 06/02/2015
Pages: 256
Sales rank: 708,046
Product dimensions: 6.90(w) x 8.90(h) x 0.70(d)

About the Author

Carolina Rogoll has been building brands for over a decade for the world’s largest, fast-moving consumer goods company, including successfully managing a billion-dollar brand. She has also been a faculty member of the MPSB (master of professional studies in branding) at the School of Visual Arts in New York City since 2011. Carolina holds several MBA degrees in business administration, marketing, and management, all with honors, and is fluent in multiple languages. She lives in Cincinnati, Ohio.

Table of Contents

Foreword xi

Introduction xiii

Chapter 1 Star Brands 1

Chapter 2 The Leaders Behind Star Brands 11

Step 1 Brand Assessment and Goal Setting

Chapter 3 Brand and Market Assessment 21

Chapter 4 Vision and Goal Setting 39

Step 2 Defining Brand Equity and Target

Chapter 5 Defining Brand Equity 59

Chapter 6 Selecting a Brand Target 81

Step 3 Crafting a Communication Strategy

Chapter 7 Insights, Benefits & Ideas 109

Chapter 8 Understanding Media 137

Step 4 Establishing the Marketing Strategy

Chapter 9 Marketing Strategy & Mix 165

Chapter 10 Selecting the Marketing Mix 175

Step 5 Building the Marketing Plan and Measurement

Chapter 11 Marketing Plan 189

Chapter 12 Measurement Plan 203

Acknowledgements 223

Glossary 224

Notes & Index 231

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