Description
Book SynopsisIt has never been easy to establish and maintain a strong identity in the consumer and business marketplace, and now, with mounting consumer distrust and an unprecedented proliferation of new brands, it is becoming ever more difficult. Organizations are constantly seeking to gain more market share and move ahead of their competitors.
Table of ContentsTHE BASICS -
VALUE-ADDED MARKETING.
Competitive Branding and Cost-Effective Marketing.
The Three Phases of Marketing.
The Importance of Being Number 1.
Brand Management -
Creating Preference.
Value-added Marketing.
Understand!
COMPETITIVE BRAND DEVELOPMENT.
Why Branding?
The Origins of Branding -
A (Very) Brief History.
Building Brands.
The Brand Values.
Pricing in the Brand Development Process.
Brand Terminology.
The Brand Hierarchy.
Brand Stretching.
International Brand Strategies.
Managing the Brand Development Process.
MAKING THE BRAND COMPETITIVE.
Getting the Foundation Right.
The Marketing Mix.
Product Development -
An Introduction.
New Product Development (NPD).
Old Product Development (OPD).
Communication -
An Introduction.
Personal Selling.
Sales Promotion.
Advertising.
PR -
Public Relations.
Word-of-Mouth.
Direct Marketing.
Design.
Distribution.
Generating Revenues.
Managing the Brand.
Conclusions.
Reading Suggestions.
Index.
