Defending Your Brand (PDF)

that win despite an increasingly competitive global environment. This guide provides strategies and actions that fit the tough realities of defending a valuable brand against determined competition. Whether you are preparing for a competitive entry or planning to take on an established brand, Defending Your Brand is a must read." - Chuck Raup,Vice President / General Manager, U.S. Sugar, The Hershey Company

"In over 25 years leading business and brand strategy, I haven't come across a more practical and compelling case for investing in defensive strategy. Tim's analytical approach is grounded in business theory, but perhaps more importantly, application in the real world. Regardless of your industry or budget, you will benefit from this work." - Brad Cumings, Chief Marketing Officer, TruGreen and Terminix

"Calkins has written a valuable management reference, illuminating the usually hidden but critical arts of effective defense.This worthy guide, brought to life with robust case examples, warrants readingby every manager who wants tosucceed amidstthe disruptive competitive forcesof our capitalist system." - M. Carl Johnson III, Executive Vice President, Brands, Del Monte Foods

"A must read for marketers, Calkins' book offers strategic and tactical wisdom on how to deal with ever-increasing competition. While we all tend to concentrate on offense (increased sales and market share) 'Defending Your Brand' focuses on an equally important but often overlooked marketing aspect, defense (defending your brand and protecting market share). I'm buying a copy for each member of my staff." - Rob Gallas, Vice President, Chief Marketing Officer, Museum of Science and Industry

"Creating a brand is hard work, but establishing a brand and maintaining its relevance is even more important. Understanding how to defend your brand against the competition is the difference between long term success and short term failure. Calkins shows how to keep brands on top by countering competitors' attacks." - Daniel Hamburger, President & CEO, DeVry Inc.

"This is a great read for any marketing leader. Defending Your Brand outlines practical strategies for brand management in a focused manner, backed by relevant and compelling case studies. You'll walk away with applicable ideas for your business." - Conrad York, Vice President Marketing, Northwestern Mutual

"The purpose of any writing on brand management is to provoke a thoughtful debate on strategy and the resulting actions. Professor Calkins' discussions on defensive strategies deliver on that purpose." - Kevin Newell, Executive Vice President and Global Chief Brand Officer, McDonald's Corporation

"Insightful, provocative and inspiring, this book provides a prism for executives and entrepreneurs to challenge even the most focused business strategies. Full of illustrative examples, we found ourselves preparing to fall into traps that we will now avoid. Tim nails it!" - E Douglas Grindstaff II, CEO, NuSirt Sciences, Inc.

"This book will be put to use immediately, whether you are driving out your annual operating plan, your five year strategic plan or helping your sales force win in the trenches tomorrow. As a result of this timely and well-crafted book, when companies' are crafting their long-range strategic growth plans, defensive strategy will now get the attention it has long deserved." - Scott M. Davis, Chief Growth Officer, Prophet