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Customize the brand : make it more desirable and profitable

Author: Torsten H Nilson
Publisher: Chichester : Wiley, 2003.
Edition/Format:   Print book : EnglishView all editions and formats
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Torsten H Nilson
ISBN: 0470848227 9780470848227
OCLC Number: 50301864
Notes: Includes index.
Description: xi, 179 pages : illustrations ; 22 cm
Contents: 1. The customized brand --
introducing the concept --
2. From the mark of a maker to a symbol of desire, and from mass-market to customization twice over --
3. Leading the way --
4. Markets fragment, communication and competition increase, less time, more uncertainty --
5. We are all different, but not that different --
the principles of segmentation --
6. Find the Big Number --
7. The 10 steps to a customized brand --
8. Step 1: know the enemy and the battlefield --
9. Step 2: know your customers --
10. Step 3: know thyself --
11. Step 4: customizing the brand proposition --
the foundation for a truly desirable brand --
12. Step 5: the foundation for sustainable desirability: the product/service package --
13. Step 6: getting into the customers' hands --
14. Step 7: the price to pay --
15. Step 8: from 'interesting' to 'just right for me' --
16. Step 9: make it move --
sales promotion in a customized world --
17. Step 10: clinching the deal --
18. A better bottom line --
19. What does it take? --
20. Conclusions and summary.
Responsibility: Torsten H. Nilson.
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