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The truth about brands

Author: Brian Till; Donna Heckler
Publisher: Harlow : Prentice Hall, 2008.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Through a powerful set of 'home-truths', you'll discover how to position and build a powerful brand and maintain its leading position. You'll learn how to use all the key elements, including  Read more...

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Document Type: Book
All Authors / Contributors: Brian Till; Donna Heckler
ISBN: 9780273720751 0273720759
OCLC Number: 233787980
Description: pages cm
Contents: 1. Great Products Make Great Brands2. The Brand is Not Owned by Marketing; Everyone Owns It3. Making More by Doing Less4. Does Your Brand Keep Its Promise?5. Price is the Communication of the Value of Your Brand6. Brand Personality is the Emotional Connection with Your Brand7. Does Your Sales Force Know the Difference Between a Product and a Brand?8. No One Loves Your Brand as Much as You Love It9. Beware the Discounting Minefield10. Packaging Protects Your Product; Great Packaging Protects Your Brand11. Brand Management is Association Management12. The Retail Experience is the Brand Experience13. Corporate Ego: Danger Ahead14. Brand Metrics: Best Measure of Success?15. Customer Complaints are a Treasure16. Brand Stewardship Begins at Home17. Market Share Doesn t Matter18. Avoid the Most Common Segmentation Mistake19. Public Relations and Damage Control: The Defining Moment20. Focus Equals Simplicity21. Marketing is Courtship, Not Combat22. Don t Sacrifice Brand Focus for Sales23. The Medium is Not the Message; The Message is the Message24. Brand Development and the Small Business25. Imitation is an Ineffective Form of Flattery26. Positioning Lives in the Mind of Your Target Customer27. The Value of Brand Loyalty28. Quality is Not an Effective Branding Message29. Effective Use of Celebrity Endorsers: The Fit s the Thing30. Brand Building Consumer Promotion31. Advertising Built for the Long Run32. A Service Brand is a Personal Brand33. Is Your Brand the Best at Something? If So, be Satisfied34. Great Positionings are Enduring35. Effective Branding Begins with the Name36. Your Brand Makes Your Company Powerful, Not the Other Way Around37. Be Consistent But Not Complacent38. Is Your Brand Different? If Not, Why Will Someone Buy It?39. The Three M s of Taglines: Meaningful, Motivating, and Memorable40. Customer Service is the Touch Point of Your Brand41. Smaller Targets are Easier to Hit42. Beware the Allure of Brand Extension43. Keep Advertising Simple, but Not Simplistic44. It s a Long Walk from the Focus Group Room to the Cash Register45. Repositioning can be a Fool s Chase46. With Advertising Don t Expect Too Much47. Don t Let Testing Override Judgment48. Effective Advertising is 90% What You Say, 10% How You Say It49. Compromise Can Destroy a Brand50. Don t Let the Pizzazz Outshine the Brand51. There are No Commodity Products, Only Commodity Thinking52. Managing Brands Is Not Common Sense
Responsibility: by Brian D. Till, Donna Heckler.

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