Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler  (42)
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Editorial Reviews
Product Description
"Torsten H. Nilson's new book Competitive Branding contains useful information on two of the hottest words in marketing, "competitive" and "branding". It's a must read." Jack Trout, President of Trout & Partners Ltd USA, and global marketing strategist. "With the increasing recognition that brands are assets that have to be actively managed, we all need keys to unlock the processes for managing brands in a disciplined way. This book opens the doors!" Raoul Pinnell, Global Head of Brands and Communications, Shell International Petroleum Company Ltd. "Branding is increasingly recognized as the essence of marketing. This book will give you plenty of ideas on how to build, grow, and perpetuate your brands." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University, USA. In his new book Torsten H. Nilson provides solid, practical and well-founded good advice and methods for building brands cost-effectively - brands that will succeed in the increasingly competitive market place. This book will help the reader to:
* create and implement a programme to build a competitive brand
* understand how brands are created, building the value of the brands
* use all the different parts of the marketing mix to build the power of the brand
The focus of Competitive Branding is not so much "how to do the above" but more "what to do" to achieve success. Torsten H. Nilson has developed a conceptual framework based on his vast experience - not only does this aspect set the book apart from others on this subject but it gives the reader the opportunity to consider all the strategic aspects of branding in the context of their organization. The busy professional will find this enlightening book, which is illustrated with truly inspirational examples and cases, one of the most useful in developing a successful competitive brand.
From the Inside Flap
Developing strong brands is one of the most cost-effective ways of achieving success. Like most good and useful ideas, the basic concept of branding is a simple one. The brand is the symbol of a company or product(s) and a tool to build and communicate the trust and reputation of these items and/or services. The challenge is to avoid complicating the branding process too much and to ensure that the creation and implementation - making the brand competitive - is done with the right mix of creative flair and systematic marketing. This book, clearly written and fully illustrated with cases and examples from international organizations, provides the necessary advice for anyone charged with the responsibility of developing their organization's brand.
See all Editorial Reviews
"Torsten H. Nilson's new book Competitive Branding contains useful information on two of the hottest words in marketing, "competitive" and "branding". It's a must read." Jack Trout, President of Trout & Partners Ltd USA, and global marketing strategist. "With the increasing recognition that brands are assets that have to be actively managed, we all need keys to unlock the processes for managing brands in a disciplined way. This book opens the doors!" Raoul Pinnell, Global Head of Brands and Communications, Shell International Petroleum Company Ltd. "Branding is increasingly recognized as the essence of marketing. This book will give you plenty of ideas on how to build, grow, and perpetuate your brands." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University, USA. In his new book Torsten H. Nilson provides solid, practical and well-founded good advice and methods for building brands cost-effectively - brands that will succeed in the increasingly competitive market place. This book will help the reader to:
* create and implement a programme to build a competitive brand
* understand how brands are created, building the value of the brands
* use all the different parts of the marketing mix to build the power of the brand
The focus of Competitive Branding is not so much "how to do the above" but more "what to do" to achieve success. Torsten H. Nilson has developed a conceptual framework based on his vast experience - not only does this aspect set the book apart from others on this subject but it gives the reader the opportunity to consider all the strategic aspects of branding in the context of their organization. The busy professional will find this enlightening book, which is illustrated with truly inspirational examples and cases, one of the most useful in developing a successful competitive brand.
From the Inside Flap
Developing strong brands is one of the most cost-effective ways of achieving success. Like most good and useful ideas, the basic concept of branding is a simple one. The brand is the symbol of a company or product(s) and a tool to build and communicate the trust and reputation of these items and/or services. The challenge is to avoid complicating the branding process too much and to ensure that the creation and implementation - making the brand competitive - is done with the right mix of creative flair and systematic marketing. This book, clearly written and fully illustrated with cases and examples from international organizations, provides the necessary advice for anyone charged with the responsibility of developing their organization's brand.
See all Editorial Reviews
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Inside This Book Citations: This book cites 10 books | 1 book that cites this book Explore: Citations | Books on Related Topics | Concordance | Text Stats Key Phrases - SIPs: tertiary brands, brand hierarchy, brand development process, old product development, brand profile (more) Key Phrases - CAPs: American Express, Manchester United, British Airways, Richard Branson, Uncle Ben (more) Browse Sample Pages: Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover | Surprise Me! |
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Inside This Book
(learn more)
First Sentence:
Branding is one of the most used words in the marketing executives' vocabulary and, in my experience, cost-effectiveness is one of the least used; however, the two go together. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
tertiary brands, brand hierarchy, brand development process, old product development, brand profile, brand stretching, fighting brand, primary brand, secondary brand, repeat purchase rate, brand share, range brand, brand values, brand personality, branding process, house brand, brand management, brand leader, perceived price, value spectrum, competitive brands, marketing mix, main brand, brand communication Key Phrases - Capitalized Phrases (CAPs): (learn more)
American Express, Manchester United, British Airways, Richard Branson, Uncle Ben, British Rail, Gold Blend, Body Shop, British Midland, Hard Rock, New York, Philip Morris, Standard Oil, Direct Line, Theodore Levitt, United States, World War New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover | Surprise Me!
Branding is one of the most used words in the marketing executives' vocabulary and, in my experience, cost-effectiveness is one of the least used; however, the two go together. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
tertiary brands, brand hierarchy, brand development process, old product development, brand profile, brand stretching, fighting brand, primary brand, secondary brand, repeat purchase rate, brand share, range brand, brand values, brand personality, branding process, house brand, brand management, brand leader, perceived price, value spectrum, competitive brands, marketing mix, main brand, brand communication Key Phrases - Capitalized Phrases (CAPs): (learn more)
American Express, Manchester United, British Airways, Richard Branson, Uncle Ben, British Rail, Gold Blend, Body Shop, British Midland, Hard Rock, New York, Philip Morris, Standard Oil, Direct Line, Theodore Levitt, United States, World War New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 10
books:
See all 10 books this book cites
1
book
cites this book:
- Marketing Management (12th Edition) (Marketing Management) by Philip Kotler on page 14, and Back Matter
- Even More Offensive Marketing by Hugh Davidson in Back Matter
- Confessions of an Advertising Man by David Ogilvy in Back Matter
- The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market by Michael Treacy in Back Matter
- Scientific Advertising by Claude Hopkins in Back Matter
See all 10 books this book cites
- E-Commerce Strategies (It-Enterprise Technology) by Charles Trepper in Back Matter
