| Description |
1 online resource (x, 211 pages) |
| Series |
Truth about |
|
Truth about (FT Press)
|
| Bibliography |
Includes bibliographical references (pages 205-207). |
| Contents |
Managing brands is not common sense -- No one loves your brand as much as you love it -- The brand is not owned by marketing; everyone owns it -- Making more by doing less -- Does your brand keep its promise? -- Price is the communication of the value of your brand -- Brand personality is the emotional connection with your brand -- Does your sales force know the difference between a product and a brand? -- Beware of the discounting minefield -- Packaging protects your product; great packaging protects your brand -- Brand management is association management -- The retail experience is the brand experience -- Corporate ego: danger ahead -- Brand metrics: best measure of success? -- Customer complaints are a treasure -- Brand stewardship begins at home -- Market share doesn't matter -- Avoid the most common segmentation mistake -- Public relations and damage control: the defining moment -- Focus equals simplicity -- Marketing is courtship, not combat -- Don't sacrifice brand focus for sales -- The medium is not the message; the message is the message -- Brand development and the small business -- Imitation is an ineffective form of flattery -- Positioning lives in the mind of your target customer -- The value of brand loyalty -- Quality is not an effective branding message -- Effective use of celebrity endorsers: the fit's the thing -- Brand-building consumer promotion -- Advertising built for the long run -- A service brand is a personal brand -- Is your brand the best at something? If so, be satisfied -- Great positionings are enduring -- Effective branding begins with the name -- Your brand makes your company powerful, not the other way around -- Be consistent but not complacent -- Is your brand different? If not, why will someone buy it? -- The three M's of taglines: meaningful, motivating, and memorable -- Customer service is the touch point of your brand -- Smaller targets are easier to hit -- Beware the allure of brand extension -- Keep advertising simple, but not simplistic -- It's a long walk from the focus group room to the cash register -- Repositioning can be a fool's chase -- With advertising don't expect too much -- Don't let testing override judgment -- Effective advertising is 90% what you say, 10% how you say it -- Compromise can destroy a brand -- Don't let the pizzazz outshine the brand -- There are no commodity products, only commodity thinking. |
| Summary |
The quick, complete, easy-to-use guide to brand management!- 51 bite-size, fast-paced insights and realistic solutions for building any brand in any marketplace.- Coverage of everything that matters, from positioning through packaging, marketing through metrics. |
| Subject |
Branding (Marketing)
|
|
Stratégie de marque. |
|
branding. |
|
Branding (Marketing) |
| Added Author |
Heckler, Donna, 1963-
|
| Other Form: |
0137128169 |
|
9780137128167 |
| ISBN |
9780136064336 |
|
0136064337 |
|
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