 Competitive Branding: Winning in the Market Place with Value-Added Brands
ISBN: 978-0-471-98457-3
Hardcover
248 pages
October 1998
US $80.00
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THE 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.
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.
