Davis, John Andrew Competitive Success, How Branding Adds Value
1. Edition - December 2009 44.90 Euro 2009. 422 Pages, Softcover - Practical Approach Book - ISBN-10: 0-470-99822-9 ISBN-13: 978-0-470-99822-9 - John Wiley & Sons
Detailed description This book explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. Competitive Success: How Branding Adds Value will describe the latest brand frameworks, emphasizing their practical applications. The book will present a comprehensive review of the entire brand spectrum, including: * Brand strategy * Implementation * Customer/brand insight * Resource allocation * Performance measurement
The book will be organized around the following eight themes:
Section 1: Brand Overview Section 2: The Brand's Future: Understanding the Importance of Brand Destiny Section 3: Brand Strategy for the 21st Century Section 4: Creating and Developing a Brand Culture Section 5: The Brand Experience Section 6: Brand Measurement Section 7: How Brand Management Works
From the contents * What is a 'brand'? * Why branding is important * Brand value * Brand architecture * Differences across cultures * Introducing the brand building blocks for the 21st century * Risks and challenges of brand building
End of Section Questions and Exercises
Section 2: The Brand's Future: Understanding the Importance of Brand Destiny * Definition of brand destiny * Corporate self-evaluation * Organizational impact of brand destiny
End of Section Questions and Exercises
Section 3: Brand Strategy for the 21st Century * What is brand strategy? * The internal benefits of brand strategy alignment * The external benefits of brand strategy alignment
End of Section Questions and Exercises
Section 4: Creating and Developing a Brand Culture * What is brand culture? * Role of management * Internal branding
End of Section Questions and Exercises
Section 5: The Brand Experience * How brand experiences enhances and expands upon classic brand frameworks * Creativity and innovation in executing a successful brand experience
End of Section Questions and Exercises
Section 6: Brand Measurement * Brand audits and scorecards * Qualitative and quantitative research
End of Section Questions and Exercises
Section 7: How Brand Management Works * Developing the brand team * Setting the brand strategy * Creating the brand plan * Building internal support * Communicating the brand * Measuring results
