How Come Your Brand Isn't Working Hard Enough ?: The Essential Guide to Brand Management (If You're So Brilliant) - Softcover

Cheverton, Peter

Softcover

ISBN 10: 0749437286 ISBN 13: 9780749437282

Publisher: Kogan page, 2002

Synopsis

A guide to brand management for managers who are determined to make their mark. How Come Your Brand Isn't Working Hard Enough? demonstrates how to tackle the challenges of brand strategy, and includes real-life examples (good and bad), a brand health checklist, and pragmatic advice on positioning, targeting and implementation.

About this title

About the Author

Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page.

From the Back Cover

If You re So Brilliant How Come Your Brand Isn t Working Hard Enough?

Of course you are brilliant, it s just that you know that your brand isn t quite making the mark it should. You recognize the challenge proposed here and you need to make your brand work harder. This book will show you how.

Deliberately short on theory, the emphasis of Peter Cheverton s fast-paced guide is on action. Find out how to:

define your brand;
devise a brand management strategy;
implement it.

You ll also gain a realistic understanding of:

what effective brand management can do for your business;
how a brand can become one of your most valuable assets;
how a brand can earns its keep without costing a fortune.

Next step is to show your true brilliance and get your brand management action plan off the ground -- now.

I have worked closely with Peter for many years and am a great admirer of his experience, wisdom and practical application of marketing principles. This book shares his experience in helping organizations build sustainable competitive advantage through their brands.
Professor Malcolm McDonald

Excerpt. © Reprinted by permission. All rights reserved.

Part I Defining the brand -- its purpose and its benefits

1 Where brands came from... and why that matters

From birth to death

And into our own era...

2 The brand as an emotional charge

Types of emotional charge - a model for discussing brands

Finding your level

The virtuous circle

Brand evolution and brand definition

3 The brand as a personality

Who is your brand?

4 The brand as a mark of loyalty

Customer expectations and loyalty

5 The brand as evidence of your unique competitive advantage

Brands need to be more than 'surface fluff'

6 The rise and rise of the retail brand

The multifaceted brand

7 The B2B and service brand -- branding is not just for FMCG

8 Valuing the brand -- not just for the accountants

Branding and profitability

Part II Brand management -- the strategy

9 Business strategy -- the brand in context

Growth, branding and risk management -- the brand halo

Branding and value drivers - defining the brand

10 Segmentation -- a source of competitive advantage

Novel segmentation

Micro-segmentation - anti-segementation

11 Brand positioning -- securing a place in the customer's mind

The process

A vital choice - brands and expectations

Repositioning

12 Brand extension -- beyond wrinkle cream

The product life cycle

Brand augmentation

Brand extension

13 Brand architecture -- putting it all together

The need for a variety of architectures

Product brands

Sub-brands and marks

Validated identity brands

Corporate brands

Global or local brands?

Part III Brand management -- the implementation

14 Building positive associations -- the moments of truth

What's in a name?

Logos and slogans

Packaging -- the Cinderella of branding

Customer relationships

Inventing new interactions and associations

15 Advertising -- not the whole story

Why advertise?

The problems with advertising

Right media, right execution

Beyond advertising

Budgets -- does it all come down to money?

16 Briefing the agency -- making sure it works for you

17 The brand health check

The next steps...

Market segmentation

The Branding Performance Map®

Training and consultancy

Edition details

• Publisher: Kogan page
• Publication date: 2002
• Language: English
• ISBN 10: 0749437286
• ISBN 13: 9780749437282
• Binding: Paperback
• Edition number: 1
• Number of pages: 190