Description

Book Synopsis

Introduction.- The Brand Positioning's Role in the Branding Excercise.- How Do Brands Interact With Consumers and How Do Consumers Interact With Brands?.- The Essentials of Power Brands. Why Differentiation, Relevance, and Competence Are the Key Dimensions to Focus on?.- Perception Versus Reality - The Two Slides of the Brand Evaluation Process.- How Self-Expressive Human Values Boost Brand Appeal?.- The Essential Role of Consumer Insights And How to Unlock Them via Morphological Consumer Research?.- Simplicity on the Other Side of Complexity: Identifying the One Word That Defines Your Brand.- One Word Positionings and Brand Vision, Brand Mission and Brand Purpose.- Brand Positioning and Brand Behavior - Successfully Translating Brand Positioning into Marketing Action.- Revival of Vintage Brands.- Sharpening Established Brands (Product and Service Brands).- Brand Creation - Getting It Right from the Start.- B2C Versus B2B Branding.- Branding in the Corporate World (Crucial Implications for Corporate and Employer Brands).- Organizing the Brand Message Mix.- The Current and Future Role of AI in Branding.- The Transformative Responsibility of Brands in the Advanced 21st Century.

In One Word

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    A Paperback by Michael Behnke

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      Publisher: Springer
      Publication Date: Publication Date: 24/06/2025
      ISBN13: 9783031882012, 978-3031882012
      ISBN10:
      Also in:
      Sales and marketing

      Description

      Book Synopsis

      Introduction.- The Brand Positioning's Role in the Branding Excercise.- How Do Brands Interact With Consumers and How Do Consumers Interact With Brands?.- The Essentials of Power Brands. Why Differentiation, Relevance, and Competence Are the Key Dimensions to Focus on?.- Perception Versus Reality - The Two Slides of the Brand Evaluation Process.- How Self-Expressive Human Values Boost Brand Appeal?.- The Essential Role of Consumer Insights And How to Unlock Them via Morphological Consumer Research?.- Simplicity on the Other Side of Complexity: Identifying the One Word That Defines Your Brand.- One Word Positionings and Brand Vision, Brand Mission and Brand Purpose.- Brand Positioning and Brand Behavior - Successfully Translating Brand Positioning into Marketing Action.- Revival of Vintage Brands.- Sharpening Established Brands (Product and Service Brands).- Brand Creation - Getting It Right from the Start.- B2C Versus B2B Branding.- Branding in the Corporate World (Crucial Implications for Corporate and Employer Brands).- Organizing the Brand Message Mix.- The Current and Future Role of AI in Branding.- The Transformative Responsibility of Brands in the Advanced 21st Century.

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