Download Competitive Branding. Winning in the Market Place with Value-Added Brands Brochure

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More information from http://www.researchandmarkets.com/reports/2215828/
Competitive Branding. Winning in the Market Place with Value-Added Brands
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.
Contents:
THE BASICS VALUE-ADDED MARKETING.
Competitive Branding and Cost-Effective Marketing.
The Three Phases of Marketing.
The Importance of Being Number 1.
Brand Management Creating Preference.
Value-added Marketing.
Understand!
COMPETITIVE BRAND DEVELOPMENT.
Why Branding?
The Origins of Branding A (Very) Brief History.
Building Brands.
The Brand Values.
Pricing in the Brand Development Process.
Brand Terminology.
The Brand Hierarchy.
Brand Stretching.
International Brand Strategies.
Managing the Brand Development Process.
MAKING THE BRAND COMPETITIVE.
Getting the Foundation Right.
The Marketing Mix.
Product Development An Introduction.
New Product Development (NPD).
Old Product Development (OPD).
Communication An Introduction.
Personal Selling.
Sales Promotion.
Advertising.
PR Public Relations.
Word-of-Mouth.
Direct Marketing.
Design.
Distribution.
Generating Revenues.
Managing the Brand.
Conclusions.
Reading Suggestions.
Index.
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