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Product Description
Internationally respected marketing consultant Joe Marconi shows how to build a "value-added" brand in today's competitive global marketplace by creating an effective, integrated strategy involving advertising, marketing, publicity, and research. Case studies of successful brands that are now household names as well as those we no longer remember are included. Features "on-the-money" guidance for building successful brand strategies and brand loyalty including: * Finding the right name or changing names. * Creating logos, signatures, and corporate identity programs. * Building a brand through advertising. * Creating, managing, and marketing brand equity.
About the Author
Joe Marconi is a writer and marketing communications consultant based in Western Springs, IL. With nearly three decades of experience, his clients include some of the most recognized companies in North America. The recipient of many prestigious marketing and BJKadvertising industry awards, Mr. Marconi is also the author of six books including The Complete Guide to Publicity; Crisis Marketing: When Bad Things Happen to Good Companies and Image Marketing: Using Public Perceptions to Attain Business Objectives.
Internationally respected marketing consultant Joe Marconi shows how to build a "value-added" brand in today's competitive global marketplace by creating an effective, integrated strategy involving advertising, marketing, publicity, and research. Case studies of successful brands that are now household names as well as those we no longer remember are included. Features "on-the-money" guidance for building successful brand strategies and brand loyalty including: * Finding the right name or changing names. * Creating logos, signatures, and corporate identity programs. * Building a brand through advertising. * Creating, managing, and marketing brand equity.
About the Author
Joe Marconi is a writer and marketing communications consultant based in Western Springs, IL. With nearly three decades of experience, his clients include some of the most recognized companies in North America. The recipient of many prestigious marketing and BJKadvertising industry awards, Mr. Marconi is also the author of six books including The Complete Guide to Publicity; Crisis Marketing: When Bad Things Happen to Good Companies and Image Marketing: Using Public Perceptions to Attain Business Objectives.
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Inside This Book
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First Sentence:
How much extra might someone pay for a shirt with a leading sports team insignia? Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
brand extension, building brand loyalty, core brand, cola wars, brand marketing, unique selling proposition Key Phrases - Capitalized Phrases (CAPs): (learn more)
American Express, Milky Way, Martha Stewart, United States, New Coke, New York, Dixie Cup, Pall Mall, Diet Coke, Advertising Age, Coca-Cola Company, Wall Street, Marlboro Man, Campbell Soup, Virginia Slims, Bill Gates, General Electric, General Motors, Joe Camel, Ultra Brite, Betty Crocker, Crystal Pepsi, Discover Card, Karin Gottschalk Marconi, Philip Morris New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
How much extra might someone pay for a shirt with a leading sports team insignia? Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
brand extension, building brand loyalty, core brand, cola wars, brand marketing, unique selling proposition Key Phrases - Capitalized Phrases (CAPs): (learn more)
American Express, Milky Way, Martha Stewart, United States, New Coke, New York, Dixie Cup, Pall Mall, Diet Coke, Advertising Age, Coca-Cola Company, Wall Street, Marlboro Man, Campbell Soup, Virginia Slims, Bill Gates, General Electric, General Motors, Joe Camel, Ultra Brite, Betty Crocker, Crystal Pepsi, Discover Card, Karin Gottschalk Marconi, Philip Morris New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 22
books:
See all 22 books this book cites
3
books
cite this book:
- The Other Guy Blinked: How Pepsi Won the Cola Wars by Roger Enrico on page 183, page 188, and Back Matter
- The Road Ahead (Penguin Readers, Level 3) by Gates on page 126, and Back Matter
- Getting it Right the Second Time by Michael Gershman on page 192, and Back Matter
- Marketing Research by David A. Aaker on page 162
- New and Improved: The Story of Mass Marketing in America by Richard S. Tedlow in Back Matter
See all 22 books this book cites
- Reputation Marketing by Joe Marconi in Back Matter (1), and Back Matter (2)
- Future Marketing : Targeting Seniors, Boomers, and Generations X and Y by Joe Marconi in Back Matter
- Creating the Marketing Experience: New Strategies for Building Relationships with Your Target Market by Joe Marconi in Front Matter
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