Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position

Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position Review

This is a ready reference that leads the way for anyone setting out to build a winning brand! Written by an acknowledged expert with 20 years of experience building world-class brands, "Brand Aid" is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools including a template to help them do a complete brand audit. "Brand Aid" covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, "Brand Aid!" is an indispensable roadmap for anyone responsible for building their organization's brand.

Brands Laid Bare: Using Market Research for Evidence-Based Brand Management

Brands Laid Bare: Using Market Research for Evidence-Based Brand Management Review

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The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first-hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand - and delivering it.

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Oct 30, 2011 23:43:05

Competitive Branding: Winning in the Market Place with Value-Added Brands

Competitive Branding: Winning in the Market Place with Value-Added Brands Review

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"Torsten H. Nilson's new book Competitive Branding contains useful information on two of the hottest words in marketing, "competitive" and "branding". It's a must read." Jack Trout, President of Trout & Partners Ltd USA, and global marketing strategist. "With the increasing recognition that brands are assets that have to be actively managed, we all need keys to unlock the processes for managing brands in a disciplined way. This book opens the doors!" Raoul Pinnell, Global Head of Brands and Communications, Shell International Petroleum Company Ltd. "Branding is increasingly recognized as the essence of marketing. This book will give you plenty of ideas on how to build, grow, and perpetuate your brands." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University, USA. In his new book Torsten H. Nilson provides solid, practical and well-founded good advice and methods for building brands cost-effectively - brands that will succeed in the increasingly competitive market place. This book will help the reader to:
* create and implement a programme to build a competitive brand
* understand how brands are created, building the value of the brands
* use all the different parts of the marketing mix to build the power of the brand
The focus of Competitive Branding is not so much "how to do the above" but more "what to do" to achieve success. Torsten H. Nilson has developed a conceptual framework based on his vast experience - not only does this aspect set the book apart from others on this subject but it gives the reader the opportunity to consider all the strategic aspects of branding in the context of their organization. The busy professional will find this enlightening book, which is illustrated with truly inspirational examples and cases, one of the most useful in developing a successful competitive brand.

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Customer Review

Sep 10, 2011 05:18:35

The Customer-Transparent Enterprise: Beyond 20th Century CRM: How Market Leaders Are Using 21st Century Customer Transparency to Close the Brand/Customer Gap and Win the Customer Loyalty Wars

The Customer-Transparent Enterprise: Beyond 20th Century CRM: How Market Leaders Are Using 21st Century Customer Transparency to Close the Brand/Customer Gap and Win the Customer Loyalty Wars Review

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The Customer-Transparent Enterprise: Beyond 20th Century CRM: How Market Leaders Are Using 21st Century Customer Transparency to Close the Brand/Customer Gap and Win the Customer Loyalty Wars Feature

• ISBN13: 9781935723233
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

The Customer- Transparent Enterprise: How Market Leaders are Using 21st Century Customer Transparency to Close the Brand/Customer Gap and Win the Customer Loyalty Wars, is the breakthrough work that has redefined an industry. Written by a renowned award-winning C-Level senior business executive for business executives, The Customer Transparent Enterprise shatters the existing paradigm for customer-centric service, sales and marketing in the 21st Century. It gives your company the toolkit it needs to move beyond 20th century CRM and compete and win in the age of the Web and social media-empowered 21st century consumer. CEO's around the globe have the Customer-Transparent Enterprise on their desks within easy reach...transform your business for sustainable competitive advantage today!

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Jun 04, 2011 12:57:24