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Star brands : a brand manager's guide to build, manage & market brands

Author: Carolina Rogoll
Publisher: New York : Allworth Press, 2015.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Rogoll, Carolina.
Star brands
(OCoLC)890180979
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Carolina Rogoll
ISBN: 9781621534747 162153474X
OCLC Number: 908101870
Description: 1 online resource (309 pages)
Contents: Foreword --
Introduction --
Chapter 1. Star brands --
Chapter 2. The leaders behind star brands ; Step 1. Brand assessment and goal setting --
Chapter 3. Brand and market assessment --
Chapter 4. Vision and goal setting ; Step 2. Defining brand equity and target --
Chapter 5. Defining brand equity --
Chapter 6. Selecting a brand target ; Step 3. Crafting a communication strategy --
Chapter 7. Insights, benefits & ideas --
Chapter 8. Understanding media ; Step 4. Establishing the marketing strategy --
Chapter 9. Marketing strategy & mix --
Chapter 10. Selecting the marketing mix ; Step 5. Building the marketing plan and measurement --
Chapter 11. Marketing plan --
Chapter 12. Measurement plan --
Acknowledgements --
Glossary --
Notes.
Responsibility: Carolina Rogoll.

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