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210123 ||| eng |
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|a 9780136064336
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| 050 |
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|a HF5415.1255
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| 100 |
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|a Till, Brian
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| 245 |
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|a The truth about creating brands people love
|c Brian D. Till and Donna Heckler
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| 260 |
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|a Upper Saddle River, N.J.
|b FT Press
|c 2009
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| 300 |
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|a x, 211 pages
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|a Includes bibliographical references (pages 205-207)
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|a Managing brands is not common sense -- No one loves your brand as much as you love it -- The brand is not owned by marketing; everyone owns it -- Making more by doing less -- Does your brand keep its promise? -- Price is the communication of the value of your brand -- Brand personality is the emotional connection with your brand -- Does your sales force know the difference between a product and a brand? -- Beware of the discounting minefield -- Packaging protects your product; great packaging protects your brand -- Brand management is association management -- The retail experience is the brand experience -- Corporate ego: danger ahead -- Brand metrics: best measure of success? -- Customer complaints are a treasure -- Brand stewardship begins at home -- Market share doesn't matter -- Avoid the most common segmentation mistake -- Public relations and damage control: the defining moment -- Focus equals simplicity -- Marketing is courtship, not combat --
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|a Beware the allure of brand extension -- Keep advertising simple, but not simplistic -- It's a long walk from the focus group room to the cash register -- Repositioning can be a fool's chase -- With advertising don't expect too much -- Don't let testing override judgment -- Effective advertising is 90% what you say, 10% how you say it -- Compromise can destroy a brand -- Don't let the pizzazz outshine the brand -- There are no commodity products, only commodity thinking
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|a Don't sacrifice brand focus for sales -- The medium is not the message; the message is the message -- Brand development and the small business -- Imitation is an ineffective form of flattery -- Positioning lives in the mind of your target customer -- The value of brand loyalty -- Quality is not an effective branding message -- Effective use of celebrity endorsers: the fit's the thing -- Brand-building consumer promotion -- Advertising built for the long run -- A service brand is a personal brand -- Is your brand the best at something? If so, be satisfied -- Great positionings are enduring -- Effective branding begins with the name -- Your brand makes your company powerful, not the other way around -- Be consistent but not complacent -- Is your brand different? If not, why will someone buy it? -- The three M's of taglines: meaningful, motivating, and memorable -- Customer service is the touch point of your brand -- Smaller targets are easier to hit --
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|a Branding (Marketing) / http://id.loc.gov/authorities/subjects/sh2007006470
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| 653 |
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|a Stratégie de marque
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| 653 |
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|a branding / aat
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| 653 |
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|a Branding (Marketing) / fast / (OCoLC)fst01743755
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| 700 |
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|a Heckler, Donna
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|a eng
|2 ISO 639-2
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| 989 |
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|b OREILLY
|a O'Reilly
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| 490 |
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|a Truth about
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| 856 |
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|u https://learning.oreilly.com/library/view/~/9780136064336/?ar
|x Verlag
|3 Volltext
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|a 658
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|a 658.827 T574 2009 [ONLINE]
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|a 381
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|a 658.8
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| 520 |
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|a The quick, complete, easy-to-use guide to brand management!- 51 bite-size, fast-paced insights and realistic solutions for building any brand in any marketplace.- Coverage of everything that matters, from positioning through packaging, marketing through metrics
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