Competitive Success: How Branding Adds Value explains howcompanies can realize substantial competitive advantages and gainsin financial and perceptive value if they develop a brand-centricphilosophy. It describes the latest brand frameworks,emphasizing their practical applications. The book presents a comprehensive review of the entire brandspectrum, including: Brand strategy Implementation Customer/brand insight Resource allocation Performance measurement
Competitive Success: How Branding Adds Value explains howcompanies can realize substantial competitive advantages and gainsin financial and perceptive value if they develop a brand-centricphilosophy. It describes the latest brand frameworks,emphasizing their practical applications.
The book presents a comprehensive review of the entire brandspectrum, including:
John Davis is Professor of Marketing and Department Chair at the Emerson College in Boston, USA. He was until the summer 2009, Practice Associate Professor and Director of the Marketing Excellence Centre at Singapore Management University. He also taught one of the most popular courses at Singapore Management University, entitled Strategic Brand Management. Before joining academia he had over 20 years of corporate experience leading global branding and marketing teams for companies such as Nike, Informix and Transamerica
Inhaltsangabe
What is a 'brand'? Why branding is important Brand value Brand architecture Differences across cultures Introducing the brand building blocks for the 21st century Risks and challenges of brand building End of Section Questions and Exercises Section 2: The Brand's Future: Understanding the Importance of Brand Destiny Definition of brand destiny Corporate self-evaluation Organizational impact of brand destiny End of Section Questions and Exercises Section 3: Brand Strategy for the 21st Century What is brand strategy? The internal benefits of brand strategy alignment The external benefits of brand strategy alignment End of Section Questions and Exercises Section 4: Creating and Developing a Brand Culture What is brand culture? Role of management Internal branding End of Section Questions and Exercises Section 5: The Brand Experience How brand experiences enhances and expands upon classic brand frameworks Creativity and innovation in executing a successful brand experience End of Section Questions and Exercises Section 6: Brand Measurement Brand audits and scorecards Qualitative and quantitative research End of Section Questions and Exercises Section 7: How Brand Management Works Developing the brand team Setting the brand strategy Creating the brand plan Building internal support Communicating the brand Measuring results End of Section Questions and Exercises
What is a 'brand'? Why branding is important Brand value Brand architecture Differences across cultures Introducing the brand building blocks for the 21st century Risks and challenges of brand building End of Section Questions and Exercises Section 2: The Brand's Future: Understanding the Importance of Brand Destiny Definition of brand destiny Corporate self-evaluation Organizational impact of brand destiny End of Section Questions and Exercises Section 3: Brand Strategy for the 21st Century What is brand strategy? The internal benefits of brand strategy alignment The external benefits of brand strategy alignment End of Section Questions and Exercises Section 4: Creating and Developing a Brand Culture What is brand culture? Role of management Internal branding End of Section Questions and Exercises Section 5: The Brand Experience How brand experiences enhances and expands upon classic brand frameworks Creativity and innovation in executing a successful brand experience End of Section Questions and Exercises Section 6: Brand Measurement Brand audits and scorecards Qualitative and quantitative research End of Section Questions and Exercises Section 7: How Brand Management Works Developing the brand team Setting the brand strategy Creating the brand plan Building internal support Communicating the brand Measuring results End of Section Questions and Exercises
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