{"product_id":"competitive-success-9780470998229","title":"Competitive Success","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003ci\u003eCompetitive Success: How Branding Adds Value\u003c\/i\u003e\u003c\/b\u003e explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications.\u003cbr\u003e \u003cbr\u003e   \u003cp\u003eThe book presents a comprehensive review of the entire brand spectrum, including:\u003c\/p\u003e \u003cul type=\"disc\"\u003e \u003cli\u003eBrand strategy\u003c\/li\u003e \u003cli\u003eImplementation\u003c\/li\u003e \u003cli\u003eCustomer\/brand insight\u003c\/li\u003e \u003cli\u003eResource allocation\u003c\/li\u003e \u003cli\u003ePerformance measurement\u003c\/li\u003e \u003c\/ul\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003ci\u003ePreface xvii\u003c\/i\u003e  \u003cp\u003e\u003ci\u003eAcknowledgments xxiii\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Understanding the Importance of Brand 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Competitive Success 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 3\u003c\/p\u003e \u003cp\u003eHistorical Snapshot 4\u003c\/p\u003e \u003cp\u003eStrategic Overview 6\u003c\/p\u003e \u003cp\u003eB2C and B2B Companies 6\u003c\/p\u003e \u003cp\u003eProduct versus Brand 6\u003c\/p\u003e \u003cp\u003eProduct 6\u003c\/p\u003e \u003cp\u003eBrand definitions 7\u003c\/p\u003e \u003cp\u003eExpanded brand definitions 10\u003c\/p\u003e \u003cp\u003eCompetitive Arenas 12\u003c\/p\u003e \u003cp\u003eGlobal 12\u003c\/p\u003e \u003cp\u003eRegional 13\u003c\/p\u003e \u003cp\u003eNational 13\u003c\/p\u003e \u003cp\u003eLocal 13\u003c\/p\u003e \u003cp\u003eNiche 14\u003c\/p\u003e \u003cp\u003eNew Brand Definition 15\u003c\/p\u003e \u003cp\u003eBrand Value and Brand Equity Introduction 16\u003c\/p\u003e \u003cp\u003eTactical Overview 17\u003c\/p\u003e \u003cp\u003eWhy Branding is Important 17\u003c\/p\u003e \u003cp\u003eFive Levels of Branding 18\u003c\/p\u003e \u003cp\u003eImplications 20\u003c\/p\u003e \u003cp\u003eBrand Sustainability 20\u003c\/p\u003e \u003cp\u003eMeasurement 21\u003c\/p\u003e \u003cp\u003eAwareness 21\u003c\/p\u003e \u003cp\u003eBrand Scorecards 23\u003c\/p\u003e \u003cp\u003eBrand Assets 23\u003c\/p\u003e \u003cp\u003eBrand Liabilities 23\u003c\/p\u003e \u003cp\u003eSummary 25\u003c\/p\u003e \u003cp\u003eDiscussion Questions 26\u003c\/p\u003e \u003cp\u003eCase Briefs 26\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Brand Value 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 31\u003c\/p\u003e \u003cp\u003eBrand Equity and Brand Value Revisited 32\u003c\/p\u003e \u003cp\u003eBrand Building to Create Brand Value 33\u003c\/p\u003e \u003cp\u003eDimensions of Brand Value 34\u003c\/p\u003e \u003cp\u003eTrusted Reputation 34\u003c\/p\u003e \u003cp\u003eTouchpoints 35\u003c\/p\u003e \u003cp\u003eTangible Touchpoints 35\u003c\/p\u003e \u003cp\u003eIntangible Touchpoints 35\u003c\/p\u003e \u003cp\u003eOrganizational 36\u003c\/p\u003e \u003cp\u003eSocietal Relevance 37\u003c\/p\u003e \u003cp\u003eIndividual Value 38\u003c\/p\u003e \u003cp\u003eCorporate Social Responsibility 39\u003c\/p\u003e \u003cp\u003eFinancial 41\u003c\/p\u003e \u003cp\u003eUnderstanding and Measuring Brand Value 42\u003c\/p\u003e \u003cp\u003eSimplified Brand Valuation 42\u003c\/p\u003e \u003cp\u003eMacInnis and Park Brand Equity Methodology 42\u003c\/p\u003e \u003cp\u003eFormal Brand Valuation 44\u003c\/p\u003e \u003cp\u003eBrandFinance Brand Valuation Methodology 44\u003c\/p\u003e \u003cp\u003eInterbrand Brand Valuation Methodology 48\u003c\/p\u003e \u003cp\u003eDifferences in Brand Value Results 50\u003c\/p\u003e \u003cp\u003eConsumer-Based Brand Equity 51\u003c\/p\u003e \u003cp\u003eThe Young \u0026amp; Rubicam Brand Asset® Valuator 51\u003c\/p\u003e \u003cp\u003eMillwardBrown BrandDynamics™ Pyramid 52\u003c\/p\u003e \u003cp\u003eMeasurement 53\u003c\/p\u003e \u003cp\u003eCustomer Brand Value 53\u003c\/p\u003e \u003cp\u003eSummary 54\u003c\/p\u003e \u003cp\u003eDiscussion Questions 55\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Brand Portfolios and Architecture 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 59\u003c\/p\u003e \u003cp\u003eBrand Portfolios 60\u003c\/p\u003e \u003cp\u003eWhat is Brand Architecture? 61\u003c\/p\u003e \u003cp\u003eBrand Relationship Spectrum 62\u003c\/p\u003e \u003cp\u003eBranded House 62\u003c\/p\u003e \u003cp\u003eSub-Brands 63\u003c\/p\u003e \u003cp\u003eHouse of Brands 64\u003c\/p\u003e \u003cp\u003eEndorsed Brands 65\u003c\/p\u003e \u003cp\u003eOverlap 66\u003c\/p\u003e \u003cp\u003eBrand Hierarchy 67\u003c\/p\u003e \u003cp\u003eCorporate\/Company Brand 68\u003c\/p\u003e \u003cp\u003eFamily Brand 69\u003c\/p\u003e \u003cp\u003eIndividual Brand 70\u003c\/p\u003e \u003cp\u003eModifiers 71\u003c\/p\u003e \u003cp\u003eBrand Relationship Spectrum and Brand Hierarchy 73\u003c\/p\u003e \u003cp\u003eSimilarities 73\u003c\/p\u003e \u003cp\u003eDifferences 73\u003c\/p\u003e \u003cp\u003eWhich is Better? 73\u003c\/p\u003e \u003cp\u003eBuilding Brand Strength 73\u003c\/p\u003e \u003cp\u003eLine Extensions 74\u003c\/p\u003e \u003cp\u003eStretching a Brand Vertically 76\u003c\/p\u003e \u003cp\u003eBrand Extensions 78\u003c\/p\u003e \u003cp\u003eCobranding 79\u003c\/p\u003e \u003cp\u003eAssociations 81\u003c\/p\u003e \u003cp\u003eFocal 82\u003c\/p\u003e \u003cp\u003eSuperordinate 82\u003c\/p\u003e \u003cp\u003eSubordinate 82\u003c\/p\u003e \u003cp\u003eAssociations as Touchpoints 82\u003c\/p\u003e \u003cp\u003eMeasurement 83\u003c\/p\u003e \u003cp\u003eBrand Contribution and Review Analysis 83\u003c\/p\u003e \u003cp\u003eImpact on Brand Architecture 86\u003c\/p\u003e \u003cp\u003eSummary 86\u003c\/p\u003e \u003cp\u003eDiscussion Questions 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II New Brand Frameworks 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The New Brand Building Framework: Destiny-Distinction-Culture-Experiences (DDCE) 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 95\u003c\/p\u003e \u003cp\u003eNew Brand Framework 96\u003c\/p\u003e \u003cp\u003eUnderstanding the Big Picture 96\u003c\/p\u003e \u003cp\u003eBrand Framework Elements 97\u003c\/p\u003e \u003cp\u003eDestiny 98\u003c\/p\u003e \u003cp\u003eDistinction 100\u003c\/p\u003e \u003cp\u003eCulture 101\u003c\/p\u003e \u003cp\u003eExperiences 101\u003c\/p\u003e \u003cp\u003eUsing the DDCE Framework 104\u003c\/p\u003e \u003cp\u003eRelationship to Brand Value, Customer Equity, Purpose Brands 110\u003c\/p\u003e \u003cp\u003eMeasurement 113\u003c\/p\u003e \u003cp\u003eMarket Share 113\u003c\/p\u003e \u003cp\u003eRelative Market Share 114\u003c\/p\u003e \u003cp\u003eBrand Development Index 115\u003c\/p\u003e \u003cp\u003eCategory Development Index 115\u003c\/p\u003e \u003cp\u003eCustomer Lifetime Value 116\u003c\/p\u003e \u003cp\u003eApproach 1 116\u003c\/p\u003e \u003cp\u003eApproach 2 117\u003c\/p\u003e \u003cp\u003eSummary 118\u003c\/p\u003e \u003cp\u003eDiscussion Questions 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Brand Destiny 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 121\u003c\/p\u003e \u003cp\u003eDestiny 122\u003c\/p\u003e \u003cp\u003eFour Subcomponents of Successful Brand Destiny 123\u003c\/p\u003e \u003cp\u003eUltimate Dream 123\u003c\/p\u003e \u003cp\u003eAspiration 124\u003c\/p\u003e \u003cp\u003eVision 126\u003c\/p\u003e \u003cp\u003eCreating Value 130\u003c\/p\u003e \u003cp\u003eContribution and Impact 130\u003c\/p\u003e \u003cp\u003eCompetencies and Skills 130\u003c\/p\u003e \u003cp\u003eValues 131\u003c\/p\u003e \u003cp\u003eLiving the Values 132\u003c\/p\u003e \u003cp\u003ePersonality 135\u003c\/p\u003e \u003cp\u003eActions 136\u003c\/p\u003e \u003cp\u003eIntellect 136\u003c\/p\u003e \u003cp\u003eEmotions 137\u003c\/p\u003e \u003cp\u003eInstincts 138\u003c\/p\u003e \u003cp\u003eAuthenticity 138\u003c\/p\u003e \u003cp\u003eMeasurement 140\u003c\/p\u003e \u003cp\u003eDestiny Diagnostic 140\u003c\/p\u003e \u003cp\u003eSummary 142\u003c\/p\u003e \u003cp\u003eDiscussion Questions 144\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Brand Distinction 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 147\u003c\/p\u003e \u003cp\u003eBrand Distinction's Role in the Firm 148\u003c\/p\u003e \u003cp\u003eFour Subcomponents of Successful Brand Distinction 148\u003c\/p\u003e \u003cp\u003eHeritage 149\u003c\/p\u003e \u003cp\u003eUniqueness 150\u003c\/p\u003e \u003cp\u003ePrecedents 150\u003c\/p\u003e \u003cp\u003eCore Competences 151\u003c\/p\u003e \u003cp\u003eContext 152\u003c\/p\u003e \u003cp\u003eCustomers 153\u003c\/p\u003e \u003cp\u003eCompany 153\u003c\/p\u003e \u003cp\u003eCompetitors 153\u003c\/p\u003e \u003cp\u003eCollaborators 153\u003c\/p\u003e \u003cp\u003eConditions 154\u003c\/p\u003e \u003cp\u003eGoals 157\u003c\/p\u003e \u003cp\u003eGrowth Strategies 158\u003c\/p\u003e \u003cp\u003eBrand Distinction as Inspiration 163\u003c\/p\u003e \u003cp\u003ePositioning 164\u003c\/p\u003e \u003cp\u003eMeasurement 166\u003c\/p\u003e \u003cp\u003eMarket Growth 167\u003c\/p\u003e \u003cp\u003eShare of Wallet\/Share of Customer 167\u003c\/p\u003e \u003cp\u003eMarket Penetration 168\u003c\/p\u003e \u003cp\u003eSummary 170\u003c\/p\u003e \u003cp\u003eDiscussion Questions 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Brand Culture 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 173\u003c\/p\u003e \u003cp\u003eBrand Culture 174\u003c\/p\u003e \u003cp\u003eBrand Management and Senior Management 177\u003c\/p\u003e \u003cp\u003eFour Subcomponents of Successful Brand Cultures 179\u003c\/p\u003e \u003cp\u003eCompetencies 180\u003c\/p\u003e \u003cp\u003eBehaviors 182\u003c\/p\u003e \u003cp\u003eThe Five Ambassadors 182\u003c\/p\u003e \u003cp\u003eOrganization 189\u003c\/p\u003e \u003cp\u003eDecision-Making Process 192\u003c\/p\u003e \u003cp\u003eClear Roles and Responsibilities 192\u003c\/p\u003e \u003cp\u003eActive Coordination 193\u003c\/p\u003e \u003cp\u003eProblem Solving, Not Finger Pointing 193\u003c\/p\u003e \u003cp\u003eHumanistic, Not Mechanistic 194\u003c\/p\u003e \u003cp\u003eSocial Fabric 195\u003c\/p\u003e \u003cp\u003eInternal Branding 196\u003c\/p\u003e \u003cp\u003eFive Es of Internal Branding 197\u003c\/p\u003e \u003cp\u003eEducate 198\u003c\/p\u003e \u003cp\u003eExchange 198\u003c\/p\u003e \u003cp\u003eExcite 199\u003c\/p\u003e \u003cp\u003eEngage 199\u003c\/p\u003e \u003cp\u003eExemplify 200\u003c\/p\u003e \u003cp\u003eManaging the Brand Throughout the Company 200\u003c\/p\u003e \u003cp\u003eStrengths 200\u003c\/p\u003e \u003cp\u003eConsistent Brand Image 200\u003c\/p\u003e \u003cp\u003eCommon Marketing Plans and Activities 201\u003c\/p\u003e \u003cp\u003eLeverage Budgets Effectively 201\u003c\/p\u003e \u003cp\u003eChallenges 201\u003c\/p\u003e \u003cp\u003eBrand Culture Interactivity 204\u003c\/p\u003e \u003cp\u003eMeasurement 206\u003c\/p\u003e \u003cp\u003eRecruiting 206\u003c\/p\u003e \u003cp\u003eSales\/Profits per Employee 207\u003c\/p\u003e \u003cp\u003eTurnover Rate 208\u003c\/p\u003e \u003cp\u003eSummary 210\u003c\/p\u003e \u003cp\u003eDiscussion Questions 210\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Overview of Brand Experiences 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 216\u003c\/p\u003e \u003cp\u003eWhat are Experiences? 216\u003c\/p\u003e \u003cp\u003eFour Subcomponents of Successful Brand Experiences 216\u003c\/p\u003e \u003cp\u003eAn Experience Mandate 217\u003c\/p\u003e \u003cp\u003eSenior Management 218\u003c\/p\u003e \u003cp\u003eMarketing 218\u003c\/p\u003e \u003cp\u003eProduct 219\u003c\/p\u003e \u003cp\u003eSupport 219\u003c\/p\u003e \u003cp\u003eHuman Resources 220\u003c\/p\u003e \u003cp\u003eFinance 220\u003c\/p\u003e \u003cp\u003eSales 220\u003c\/p\u003e \u003cp\u003ePartners 221\u003c\/p\u003e \u003cp\u003eFront Lines 221\u003c\/p\u003e \u003cp\u003eExperiential Marketing 221\u003c\/p\u003e \u003cp\u003eSense 221\u003c\/p\u003e \u003cp\u003eFeel 222\u003c\/p\u003e \u003cp\u003eThink 222\u003c\/p\u003e \u003cp\u003eAct 222\u003c\/p\u003e \u003cp\u003eRelate 222\u003c\/p\u003e \u003cp\u003eThe Importance of Being Special 223\u003c\/p\u003e \u003cp\u003eThe Importance of Creativity 224\u003c\/p\u003e \u003cp\u003eThe Importance of Engaging and Relating 228\u003c\/p\u003e \u003cp\u003eWhole Brain Not Half Brain 230\u003c\/p\u003e \u003cp\u003eApplicable to All? 230\u003c\/p\u003e \u003cp\u003eMeasurement 231\u003c\/p\u003e \u003cp\u003eSnapshot Surveys 231\u003c\/p\u003e \u003cp\u003eObjective Scoring 231\u003c\/p\u003e \u003cp\u003eDetailed Questionnaires 231\u003c\/p\u003e \u003cp\u003eDirect Observation 231\u003c\/p\u003e \u003cp\u003eSummary 232\u003c\/p\u003e \u003cp\u003eDiscussion Questions 232\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Brand Experiences: Customers and Solutions 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 235\u003c\/p\u003e \u003cp\u003eCustomers 236\u003c\/p\u003e \u003cp\u003eSegmentation, Targeting, Positioning (STP) 237\u003c\/p\u003e \u003cp\u003eSegmentation 238\u003c\/p\u003e \u003cp\u003eTargeting 246\u003c\/p\u003e \u003cp\u003ePositioning 248\u003c\/p\u003e \u003cp\u003eCustomer Cycle and Brand Growth 252\u003c\/p\u003e \u003cp\u003eBrand Lifecycle and Marketing Changes 256\u003c\/p\u003e \u003cp\u003eSolutions 258\u003c\/p\u003e \u003cp\u003eBrand-Product Relationship 259\u003c\/p\u003e \u003cp\u003eProduct Taxonomy 260\u003c\/p\u003e \u003cp\u003eBrand-Product Combinations 260\u003c\/p\u003e \u003cp\u003eProduct 261\u003c\/p\u003e \u003cp\u003eMarketing and Product Development 262\u003c\/p\u003e \u003cp\u003eSpecialty 263\u003c\/p\u003e \u003cp\u003eStatus Quo 264\u003c\/p\u003e \u003cp\u003eKeeping Growth Strong 264\u003c\/p\u003e \u003cp\u003ePrice 265\u003c\/p\u003e \u003cp\u003eCost 266\u003c\/p\u003e \u003cp\u003ePricing Strategies 266\u003c\/p\u003e \u003cp\u003eBrand Pricing Criteria 268\u003c\/p\u003e \u003cp\u003ePricing and the Lifecycle 269\u003c\/p\u003e \u003cp\u003eMeasurement 271\u003c\/p\u003e \u003cp\u003eCustomer Measures 272\u003c\/p\u003e \u003cp\u003ePer Customer Acquisition Costs 272\u003c\/p\u003e \u003cp\u003eRetention Rate 273\u003c\/p\u003e \u003cp\u003eSegment Profitability 274\u003c\/p\u003e \u003cp\u003ePricing Measures 275\u003c\/p\u003e \u003cp\u003eMark-up Price 276\u003c\/p\u003e \u003cp\u003eSummary 277\u003c\/p\u003e \u003cp\u003eDiscussion Questions 278\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Brand Experiences: Marketing Communications and Environment 283\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 284\u003c\/p\u003e \u003cp\u003eMarketing Communications 284\u003c\/p\u003e \u003cp\u003eObjectives 287\u003c\/p\u003e \u003cp\u003eModes, Implementation, Measurement 287\u003c\/p\u003e \u003cp\u003eTraditional Marketing 288\u003c\/p\u003e \u003cp\u003eTraditional Marketing Characteristics 289\u003c\/p\u003e \u003cp\u003eTraditional Marketing Communications 289\u003c\/p\u003e \u003cp\u003eTraditional Marketing Tools 289\u003c\/p\u003e \u003cp\u003eTelevision Advertising 289\u003c\/p\u003e \u003cp\u003eRadio 290\u003c\/p\u003e \u003cp\u003eSales Promotion 291\u003c\/p\u003e \u003cp\u003ePrint 291\u003c\/p\u003e \u003cp\u003eDirect Marketing 292\u003c\/p\u003e \u003cp\u003eTeam and\/or Event Sponsorship 292\u003c\/p\u003e \u003cp\u003eEvent\/Trade Show Booth 293\u003c\/p\u003e \u003cp\u003eSales\/Business Development 294\u003c\/p\u003e \u003cp\u003ePublic Relations 295\u003c\/p\u003e \u003cp\u003eHospitality\/VIP Venues 295\u003c\/p\u003e \u003cp\u003eOutdoor Advertising 295\u003c\/p\u003e \u003cp\u003eTraditional Marketing Brand Planning 297\u003c\/p\u003e \u003cp\u003eTraditional Marketing Costs 299\u003c\/p\u003e \u003cp\u003eNontraditional Marketing (NT Marketing) 300\u003c\/p\u003e \u003cp\u003eNontraditional Marketing Characteristics 300\u003c\/p\u003e \u003cp\u003eNontraditional Marketing Communications 301\u003c\/p\u003e \u003cp\u003eNontraditional Marketing Tools 302\u003c\/p\u003e \u003cp\u003eMultimedia 302\u003c\/p\u003e \u003cp\u003eWeb 303\u003c\/p\u003e \u003cp\u003eSearch 304\u003c\/p\u003e \u003cp\u003eBanners 305\u003c\/p\u003e \u003cp\u003eInterstitial 305\u003c\/p\u003e \u003cp\u003eBlogs 306\u003c\/p\u003e \u003cp\u003ePodcasts 307\u003c\/p\u003e \u003cp\u003eSocial Media and Web 2.0 307\u003c\/p\u003e \u003cp\u003eMobile 308\u003c\/p\u003e \u003cp\u003eCustomer Relationship Management (CRM) 309\u003c\/p\u003e \u003cp\u003eBusiness Intelligence\/Analytics 309\u003c\/p\u003e \u003cp\u003ePersonalization 310\u003c\/p\u003e \u003cp\u003eEmail Marketing 311\u003c\/p\u003e \u003cp\u003ePermission Marketing 311\u003c\/p\u003e \u003cp\u003ePartnerships 312\u003c\/p\u003e \u003cp\u003eNontraditional Marketing Brand Planning 312\u003c\/p\u003e \u003cp\u003eNontraditional Marketing Costs 313\u003c\/p\u003e \u003cp\u003eNontraditional Marketing Growth 314\u003c\/p\u003e \u003cp\u003eMobile 315\u003c\/p\u003e \u003cp\u003eBlogs 317\u003c\/p\u003e \u003cp\u003ePodcasts 317\u003c\/p\u003e \u003cp\u003eSocial Media 317\u003c\/p\u003e \u003cp\u003eIMC Trends 318\u003c\/p\u003e \u003cp\u003eImpact on Consumer Decision-Making 320\u003c\/p\u003e \u003cp\u003eCommunication Effectiveness 322\u003c\/p\u003e \u003cp\u003eCreative Execution 323\u003c\/p\u003e \u003cp\u003eCreative Challenges: Getting the Point Across 323\u003c\/p\u003e \u003cp\u003eMessage 326\u003c\/p\u003e \u003cp\u003eMessage Guidelines 327\u003c\/p\u003e \u003cp\u003eImagery 328\u003c\/p\u003e \u003cp\u003eBrand Lifecycle 331\u003c\/p\u003e \u003cp\u003eEnvironment 332\u003c\/p\u003e \u003cp\u003eImplications for Brands 332\u003c\/p\u003e \u003cp\u003eEnvironment Factors in Creating Successful Brand Experiences 332\u003c\/p\u003e \u003cp\u003eHire Right People 333\u003c\/p\u003e \u003cp\u003eInnovation and Creativity 334\u003c\/p\u003e \u003cp\u003eChannel Design 335\u003c\/p\u003e \u003cp\u003eAuthenticity and Integrity 341\u003c\/p\u003e \u003cp\u003eMeasurement 343\u003c\/p\u003e \u003cp\u003eMarketing Communications Measures 344\u003c\/p\u003e \u003cp\u003eAd-to-Sales Ratio 344\u003c\/p\u003e \u003cp\u003eResponse Rate 345\u003c\/p\u003e \u003cp\u003eConversion Rate 345\u003c\/p\u003e \u003cp\u003eShare of Voice 346\u003c\/p\u003e \u003cp\u003eCost per Thousand 347\u003c\/p\u003e \u003cp\u003eCost per Click 347\u003c\/p\u003e \u003cp\u003eCost per Order 348\u003c\/p\u003e \u003cp\u003eEnvironment Measures 348\u003c\/p\u003e \u003cp\u003eExperiential Marketing 349\u003c\/p\u003e \u003cp\u003eSummary 350\u003c\/p\u003e \u003cp\u003eDiscussion Questions 351\u003c\/p\u003e \u003cp\u003eCase Brief 352\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Brand Leadership 361\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Brand Leadership: Senior Management, Team, Planning, Mapping 363\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 363\u003c\/p\u003e \u003cp\u003eSenior Management 364\u003c\/p\u003e \u003cp\u003eTeam 365\u003c\/p\u003e \u003cp\u003eTeam Capabilities 365\u003c\/p\u003e \u003cp\u003eBusiness\/Brand Strategy (and Likely Team Leader) 365\u003c\/p\u003e \u003cp\u003eCategory Management 365\u003c\/p\u003e \u003cp\u003eProduct Management 366\u003c\/p\u003e \u003cp\u003eCreative Management 366\u003c\/p\u003e \u003cp\u003eMarketing Communications 367\u003c\/p\u003e \u003cp\u003eMarketing Research 367\u003c\/p\u003e \u003cp\u003eBusiness Development 367\u003c\/p\u003e \u003cp\u003eTeam Needs 367\u003c\/p\u003e \u003cp\u003eStrategic Insight 367\u003c\/p\u003e \u003cp\u003eBrand \"Ownership\" (Who is Responsible\/Accountable?) 367\u003c\/p\u003e \u003cp\u003eCustomer Proximity 368\u003c\/p\u003e \u003cp\u003eTactical Management\/Execution 368\u003c\/p\u003e \u003cp\u003eExpertise\/Specialists 369\u003c\/p\u003e \u003cp\u003eAlignment and Collaboration 369\u003c\/p\u003e \u003cp\u003eMeasurement\/Review\/Adjustment 369\u003c\/p\u003e \u003cp\u003ePlanning 369\u003c\/p\u003e \u003cp\u003ePrinciples 369\u003c\/p\u003e \u003cp\u003eBrand Planning Framework 370\u003c\/p\u003e \u003cp\u003eBrand Plan 371\u003c\/p\u003e \u003cp\u003eOverview 371\u003c\/p\u003e \u003cp\u003eBrand Analysis 372\u003c\/p\u003e \u003cp\u003eFinancial Analysis 374\u003c\/p\u003e \u003cp\u003eMapping 374\u003c\/p\u003e \u003cp\u003eBrand Touchpoints Map 374\u003c\/p\u003e \u003cp\u003eCustomer Experience Journey Map 377\u003c\/p\u003e \u003cp\u003eMeasurement 382\u003c\/p\u003e \u003cp\u003eSummary 382\u003c\/p\u003e \u003cp\u003eDiscussion Questions 382\u003c\/p\u003e \u003cp\u003e\u003ci\u003eIndex 385\u003c\/i\u003e\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402475315543,"sku":"9780470998229","price":45.59,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/competitive-success-9780470998229","provider":"Book Curl","version":"1.0","type":"link"}