Competitive Branding
Winning in the Market Place with Value-Added Brands
(Sprache: Englisch)
It has never been easy to establish and maintain a strong identity in the consumer and business marketplace, and now, with mounting consumer distrust and an unprecedented proliferation of new brands, it is becoming ever more difficult. Organizations are...
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It has never been easy to establish and maintain a strong identity in the consumer and business marketplace, and now, with mounting consumer distrust and an unprecedented proliferation of new brands, it is becoming ever more difficult. Organizations are constantly seeking to gain more market share and move ahead of their competitors.
Klappentext zu „Competitive Branding “
"Torsten H. Nilson's new book Competitive Branding contains useful information on two of the hottest words in marketing, "competitive" and "branding". It's a must read." Jack Trout, President of Trout & Partners Ltd USA, and global marketing strategist. "With the increasing recognition that brands are assets that have to be actively managed, we all need keys to unlock the processes for managing brands in a disciplined way. This book opens the doors!" Raoul Pinnell, Global Head of Brands and Communications, Shell International Petroleum Company Ltd. "Branding is increasingly recognized as the essence of marketing. This book will give you plenty of ideas on how to build, grow, and perpetuate your brands." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University, USA. In his new book Torsten H. Nilson provides solid, practical and well-founded good advice and methods for building brands cost-effectively - brands that will succeed in the increasingly competitive market place. This book will help the reader to:* create and implement a programme to build a competitive brand
* understand how brands are created, building the value of the brands
* use all the different parts of the marketing mix to build the power of the brand
The focus of Competitive Branding is not so much "how to do the above" but more "what to do" to achieve success. Torsten H. Nilson has developed a conceptual framework based on his vast experience - not only does this aspect set the book apart from others on this subject but it gives the reader the opportunity to consider all the strategic aspects of branding in the context of their organization. The busy professional will find this enlightening book, which is illustrated with truly inspirational examples and cases, one of the most useful in developing a successful competitive brand.
Inhaltsverzeichnis zu „Competitive Branding “
THE BASICS - VALUE-ADDED MARKETINGCompetitive 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
Autoren-Porträt von Torsten H. Nilson
Torsten H. Nilson is Founder and Managing Director of Nilson Consulting Ltd, a UK consultancy specializing in the development of marketing strategies, brand and concept development. The client list includes some of the best known international "blue chip" companies. He is also an appreciated lecturer at conferences and seminars around the world. Prior to setting up Nilson Consulting Torsten H. Nilson worked for the Nestlé Company in senior marketing positions across Europe.
Bibliographische Angaben
- Autor: Torsten H. Nilson
- 1998, 1. Auflage, XII, 236 Seiten, Maße: 15,7 x 23,5 cm, Gebunden, Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0471984574
- ISBN-13: 9780471984573
- Erscheinungsdatum: 30.10.1998
Sprache:
Englisch
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