Obsah: How to Build Your Brand :

Podrobná bibliografie
Hlavní autor:	Lubin, Laurence
Médium:	Elektronický zdroj E-kniha
Jazyk:	angličtina
Vydáno:	Milton : Productivity Press, 2022.
Témata:	Branding (Marketing) Stratégie de marque. branding. BUSINESS & ECONOMICS > Management. Electronic books.
On-line přístup:	ProQuest Ebook Central Taylor & Francis

Obsah:

Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Acknowledgments
About the Author
Introduction: Why Did I Write the Book?
Part I Setting the Stage
Chapter 1 What Are the Shared Beliefs of Brand Driven Companies?
Chapter 2 What Will Help the Reader Have a Successful Experience with This Book?
Chapter 3 Where Did the Success Model Come from?
Part II Brand Building Process
Chapter 4 What Is the Success Model and Why Is It Valid?: The Success Model
Chapter 5 What Is the Method that Brings the Success Model to Life?
Chapter 6 Foundation Stage
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Chapter 7 Conceptualization Stage
Step 7
Chapter 8 Implementation Stage
Step 8
Part III Process Validation
Chapter 9 Guiding Principles
Chapter 10 Academic Underpinnings
Chapter 11 Culture and Fundamental Human Beliefs
Part IV Case Histories
Chapter 12 Pampers
What Can the Pampers Case Teach Us about the Process?
Chapter 13 Lays
What Can the Global Flat Chips Case Teach Us about the Process?
Chapter 14 Disney
What Can the Disney Boys Brand Platform Teach Us about the Process?
Chapter 15 Godiva
What Can the Godiva Case Teach Us about the Process?
Chapter 16 ABC News
What Can ABC News Teach Us about the Process?
Chapter 17 Ore Ida
What Can Ore Ida Teach Us about the Process?
Chapter 18 ASU
What Can Arizona State University Teach Us about the Process?
Chapter 19 Dodge
What Can Dodge Teach Us about the Process?
Chapter 20 Lagunitas
What Can Lagunitas Teach Us about the Brand Building Process?
Chapter 21 Visa/L'Oreal/Budweiser
Visa
L'Oreal
Budweiser
Part V Executive Interviews
Chapter 22 What My Clients Can Teach Us
Chapter 23 Susan Sanderson-Briggs
Chapter 24 Irwin Gordon
Chapter 25 Dick Lochridge
Chapter 26 Cindy Croatti
Chapter 27 Bruce Bader
Chapter 28 Jesper Nordengaard
Chapter 29 Chris Sinclair
Chapter 30 Jim Koch
Chapter 31 Dan Dillon
Chapter 32 Alan Ives
Chapter 33 Gary Matthews
Chapter 34 Tony Magee
Part VI Consultant Interviews
Chapter 35 What Can My Consultants Teach Us?
Chapter 36 Milo Rodriguez
Chapter 37 Shira Machleder
Chapter 38 Mike Lubin
Chapter 39 Sheri Harris
Chapter 40 Rose Lee
Chapter 41 Kristin Veley
Part VII Implementation Techniques and Tactics
Chapter 42 Focus Group Research
Chapter 43 The Power of Imagery to Inform Brand Platform Development
Chapter 44 Gathering Images for Research
Chapter 45 Developing Verbal Benefits
Verbal Benefit Statements: How to Develop Benefits with the Potential to Deliver Unique Advantage
Chapter 46 Three Money Making Strategies
What Are the Three Money Making Strategies?
Chapter 47 Personal Brands
Chapter 48 Helping the Reader Own the Process
Chapter 49 Pitfalls and Watchouts

How to Build Your Brand : Implementing a Proven and Effective Process.

Podobné jednotky