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Produktbild: The Brand Gym

The Brand Gym A Practical Workout to Gain and Retain Brand Leadership

58,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

15.06.2010

Verlag

John Wiley & Sons Inc

Seitenzahl

264

Maße (L/B/H)

24,4/20/2,7 cm

Gewicht

643 g

Auflage

2nd Updated, Expanded edition

Sprache

Englisch

ISBN

978-0-470-68619-5

Beschreibung

Rezension

'...the book is well written,comprehensive, tackles the common pitfalls of brand management andinspires fresh perspectives.' (B2B-Marketing.com, June2010). 'A refreshingly simple, practical guide tohow brand management can boost businessperformance.' (Moving Money, September2010).

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

15.06.2010

Verlag

John Wiley & Sons Inc

Seitenzahl

264

Maße (L/B/H)

24,4/20/2,7 cm

Gewicht

643 g

Auflage

2nd Updated, Expanded edition

Sprache

Englisch

ISBN

978-0-470-68619-5

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: The Brand Gym
  • What's new in Brandgym 2?
     
    Overview to The Brandgym Workouts.
     
    Acknowledgments.
     
    Introduction: Being a leader.
     
    Being a leader is better - Hollywood gum.
     
    Leader Brands need brand leaders.
     
    Brand-led business.
     
    Staying in shape.
     
    Inside Tesco.
     
    1. Workout One: Follow the money.
     
    Why branding still has a bad name.
     
    Follow the money.
     
    Business model vs. brand equity - Axe shaving and Special K bars.
     
    Follow the money brief - Cointreau.
     
    Key takeouts.
     
    3-part action plan.
     
    Handover.
     
    2. Workout Two: Use insight as fuel.
     
    Beyond findings to insights - Mucinex.
     
    Don't understand the consumer. Be the consumer - Nike.
     
    360° insight.
     
    Competition - Magnum.
     
    Culture: looking at the bigger picture - Castrol.
     
    Consumer: digging deeper to understand more - Harley Davidson.
     
    Company: look within.
     
    Key takeouts.
     
    3-part action plan.
     
    Handover.
     
    3. Workout Three: Focus, focus, focus.
     
    Focus is good.
     
    The Danone story.
     
    Different brand portfolio models - Gillette.
     
    So, how many brands do you need? - Santander.
     
    How many brands can you feed?
     
    Setting the right strategy - Cadbury Dairy Milk.
     
    Key takeouts.
     
    3-part action plan.
     
    Handover.
     
    4. Workout Four: Build big brand ideas.
     
    The power of vision.
     
    Beyond box filling to big ideas.
     
    Insight fuel - Pampers.
     
    What are you going to fight for? - T-Mobile.
     
    Sausage and sizzle - Richmond sausages.
     
    The story of your brand - Pampers.
     
    Test drive the vision.
     
    Time to sign up.
     
    Make it real.
     
    Key takeouts.
     
    3-part action plan.
     
    Handover.
     
    5. Workout Five: Grow the core.
     
    The heart of a healthy brand.
     
    Snow White and the 17 Dwarves - Frito Lay.
     
    Two ways to make a million (or five) - Heinz soup.
     
    Core growth requires more creativity, not less.
     
    Remember and refresh - James Bond.
     
    Renovation waves.
     
    'SMS' (sell more stuff) - The Geek Squad.
     
    Upgrade the core.
     
    The power of packaging - innocent smoothies.
     
    Core range extension - Ryvita.
     
    Re-inventing the core - Warner Music.
     
    Key takeouts.
     
    3-part action plan.
     
    Handover.
     
    6. Workout Six: Stretch your brand muscles.
     
    Building business, building brands - Gillette.
     
    Why one in two innovations fail.
     
    Why funnels don't work.
     
    Rocketing - a new innovation paradigm.
     
    Destination - Powerade.
     
    Combustion.
     
    Nozzle.
     
    Expander - Post-its.
     
    Key takeouts.
     
    3-part action plan.
     
    Handover.
     
    7. Workout Seven: Amplify your marketing plan.
     
    Brand chapters - Jordans Big Buzz.
     
    Harnessing online media - T-Mobile Dance.
     
    Product as hero - Dove.
     
    Be brave, break codes - Cats like Felix.
     
    Tighter briefs are better - NSPCC.
     
    Key takeouts.
     
    3-part action plan.
     
    Handover.
     
    8. Workout Eight: Rally the troops.
     
    People power.
     
    Beyond brandwashing - RSA Insurance.
     
    Step 1: Products people are proud of - Apple iPhone.
     
    Step 2: Hire the right people and treat them right - Pret a Manager.
     
    Step 3: Lead by example - innocent smoothies.
     
    Step 4: Sell the cake not the recipe - Hellmann's.