Description
Book SynopsisIntroduction.- 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.
