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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For anyone who wants to learn the fundamentals of branding in an approachable way without poring over dense text or hiring an expensive consultant, Star Brands presents a unique model that offers structured guidance and professional tips for building, managing, and marketing any brand. Created by savvy brand manager Carolina Rogoll, the star brand model is a perfect intersection of solid marketing and management theory with an approachable, visually oriented design. The author teaches step-by-step how to assess a brand’s unique challenge, how to define the brand’s equity and target, how to craft a solid brand growth strategy, and how to measure success once the brand is in the marketplace. The book includes case studies from famous star brands as well as interviews with top business school professors, advertising agency leaders, and former CEOs. Topics covered include the star brand model; leaders behind star brands; brand assessment and goal setting; defining brand equity; selecting a brand target; insights, benefits, ideas; theory from the best marketing and managing resources; marketing strategy; how to build a marketing plan; and much more, including exercise worksheets to practice on!

The author combines her experience building brands at the front lines of a big multinational company with top-notch marketing and management theory. What results is an ideal primer for anyone seeking structured guidance on building a brand for a client, managing a brand, or even starting a brand for oneself.

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Product Details

ISBN-13: 9781621534631
Publisher: Allworth
Publication date: 06/02/2015
Pages: 256
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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