Killer Brands

2007-04-12
Killer Brands

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  • Author: Frank Lane
  • Publisher: Simon and Schuster
  • ISBN: 1440516804
  • Category : Business & Economics
  • Languages : en
  • Pages : 224

In today's saturated marketplace, consumers are inundated with too many choices. Only the strongest brands will capture attention, and only those Killer Brands will beat the competition. The losers eventually disappear from the marketplace, and the market share and profits go to the victor! Branding expert Frank Lane presents the three simple but essential principles of brand power to launch any successful product. Focus, Alignment, and Linkage represent an entirely new way to look at creating and marketing the Killer Brand. Focus is the compelling promise that a product is unique. Alignment is the marketing actions that are consistent with this promise. Linkage is the guarantee of the product design, packaging, and brand name. Dominate the marketplace with the help of Frank Lane and Killer Brands!

Brand Warfare

2002-09-13
Brand Warfare

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  • Author: David D'Alessandro
  • Publisher: McGraw Hill Professional
  • ISBN: 9780071398503
  • Category : Business & Economics
  • Languages : en
  • Pages : 216

This bestselling war-faring guide offers a series of principles for improving a company's understanding of the concept of brand and brand usage based on the methods used by John Hancock.

Ramping Your Brand

2019-12-30
Ramping Your Brand

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  • Author: James F. Richardson
  • Publisher: Pgs Press
  • ISBN: 9781733444637
  • Category : Business & Economics
  • Languages : en
  • Pages : 238

In this book, I outline a 4-Part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade. Part 1. Designing to Command a Premium This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it. Part 2. Managing A Small Experiment Don't hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art. Part 3. Fine Tuning the Conversion Playbook Steady velocity growth is essential to ramping your brand.Your team needs to learn the art of sustaining it in key geographies, so that you don't have to buy premature distribution to obtain growth. Part 4. Accelerating to Scale There are three best practices in acceleration. Two of them are counter-intuitive to CPG veterans not expert in the ramping of premium CPG businesses. You need to learn how to deploy them.

Strong Brands, Strong Relationships

2015-06-12
Strong Brands, Strong Relationships

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  • Author: Susan Fournier
  • Publisher: Routledge
  • ISBN: 1317662350
  • Category : Business & Economics
  • Languages : en
  • Pages : 477

From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice. Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.

Brand Growth Barriers

2013-06-17
Brand Growth Barriers

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  • Author: Ralph Krüger
  • Publisher: Springer Science & Business Media
  • ISBN: 3642371086
  • Category : Business & Economics
  • Languages : en
  • Pages : 137

How can a brand - whether products or services, B2B or B2C, big or small - get back onto a growth track, even in economically difficult times? According to the two brand leadership experts Ralph Krüger and Andreas Stumpf, this can only be achieved by systematically overcoming growth barriers. In this book they present their Brand Growth Barrier Model, which makes it possible for businesses to identify, understand and overcome the barriers to and in their own brands. Case studies from well known brands of different categories, useful checklists for daily business and a clear, practical Question and Answer System on all relevant issues make this book an indispensable guide - not only for marketing experts but also for chief executives and responsible parties in sales and controlling. ​

Stand Out

2015-12-28
Stand Out

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  • Author: Denise Anderson
  • Publisher: Peachpit Press
  • ISBN: 0134134133
  • Category : Art
  • Languages : en
  • Pages : 592

The design marketplace has never been more competitive, or demanded more from emerging talent. To succeed, you must navigate the transition from learner to professional with purpose and precision. In Stand Out: Building Your Design Portfolio, Denise Anderson offers a hands-on, three-step, full-color action plan for establishing your unique brand, crafting a killer portfolio, tailoring and delivering your message, getting your perfect design job, and excelling once you're hired. In this superbly organized and beautifully designed book, Anderson distills 20+ years of experience as a graphic designer, entrepreneur, instructor, and mentor, offering you powerful insights and easy-to-use tools for successfully launching your career. Whether you're in graphic design, advertising design, interactive or web design, fashion, or any other design field, Anderson will help you identify what makes you unique, and use it powerfully differentiate yourself from everyone else. Stand Out's step-by-step approach, hands-on work exercises, and short, easy-to-absorb chapters guide you through: Clarifying your brand purpose and unique attributes Designing your brand identity, encompassing all brand touchpoints Creating an online presence that showcases you at your best Self-promoting your brand, from social media to print "leave-behinds" Optimizing your portfolio for the industry and company where you want to work Discovering what's hot in portfolio design and strategy - and what's not Understanding what employers want from you Producing your digital and/or print portfolio Choosing your mentor(s) and creating your personal advisory board Developing a personal job plan you can start executing right now Protecting your work against theft Identifying your dream job Writing and designing outstanding resumes and job-specific cover letters Interviewing and presenting your work effectively Accepting a position and negotiating salary Succeeding in your first job, and preparing for the next Stand Out brings together all the easy-to-use forms, checklists, and tools you'll need... multiple examples of great student and young professional portfolio work to show you how it's done... dozens of great tips and tricks... "in the trenches" insights from recent graduates... all you need to get where you want to go!

The Advertising Business

1999-02-10
The Advertising Business

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  • Author: John Philip Jones
  • Publisher: SAGE
  • ISBN: 9780761912392
  • Category : Business & Economics
  • Languages : en
  • Pages : 564

This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts.

Designing Brand Identity

2024-03-06
Designing Brand Identity

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  • Author: Alina Wheeler
  • Publisher: John Wiley & Sons
  • ISBN: 1119984815
  • Category : Design
  • Languages : en
  • Pages : 358

Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes: Over 100 branding subjects, checklists, tools, and diagrams More than 50 all-new case studies that describe goals, process, strategy, solutions, and results New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing Additional examples of the best/most important branding and design work of the past few years Over 700 illustrations of brand touchpoints More than 400 quotes from branding experts, CEOs, and design gurus Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

Brand Like A Rock Star

2011
Brand Like A Rock Star

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  • Author: Steve Jones
  • Publisher: Greenleaf Book Group
  • ISBN: 1608322734
  • Category : Business & Economics
  • Languages : en
  • Pages : 248

Reveals the core marketing and branding strategies behind the success of the world's greatest bands. This book helps readers learn inside information about the world's most popular bands that translates directly and memorably into actionable business practices.

Contemporary Research in Brand Management (UUM Press)

2018-01-01
Contemporary Research in Brand Management (UUM Press)

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  • Author: Hasnizam Shaari
  • Publisher: UUM Press
  • ISBN: 9672064748
  • Category : Design
  • Languages : en
  • Pages : 213

This book is about research in brand management and contemporary issues in marketing. It is designed to bring today’s professionals, managers, academicians and students the current research findings relating to issues in branding and marketing across the globe. Generally, branding has been accepted as an important strategy in managing business and marketing activities. This is because effective branding and marketing strategies can help improve business performance and bring up companies to a better position. Hence, this book is a good reference to those who wanted to understand factors influencing product and service brand performance, issues on brand loyalty, consumer purchase intention and Islamic retailing.