ブランド・ビジネス<br>The Business of Brands

ブランド・ビジネス
The Business of Brands

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  • 製本 Hardcover:ハードカバー版/ページ数 270 p.
  • 言語 ENG
  • 商品コード 9780470862599
  • DDC分類 658.827

基本説明

It outlines approaches that will increase the accountability of marketing spending, drawing on the world's largest database of brand research.

Full Description


This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.

Table of Contents

Acknowledgements                                   vii
Why This Book was Written ix
The Six-Minute Read xi
Part I BRANDS AND BUSINESS
1: What is a Brand? 3 (4)
2: Brand Strategy is Business Strategy 7 (11)
3: Brands in the Boardroom 18 (3)
Part II SOURCES OF BUSINESS VALUE 21 (72)
4: Strong Brands Command Market Share 23 (6)
5: Strong Brands Create Barriers to Entry 29 (3)
for Competitors
6: Strong Brands can Launch Successful 32 (7)
Extensions
7: Strong, Well-Defined Brands Find it 39 (6)
Easier to Enter New Markets
8: Strong Brands can Attract and Retain 45 (6)
Talent
9: Strong Brands have Lower Price Elasticity 51 (9)
10: Strong Brands can Command a Premium 60 (6)
11: Strong Brands can Deal with Market 66 (5)
Disruption
12: Strong Brands have more Loyalty 71 (8)
13: Strong Brands are a Store of Trust 79 (6)
14: Strong Brands can Stimulate Innovation 85 (8)
Part III STRATEGIC BRAND PLANNING 93 (68)
15: Defining the Market 95 (7)
16: Strategic Challenges 102(5)
17: Launch 107(9)
18: Challenge 116(9)
19: Maintain 125(9)
20: Revitalize 134(7)
21: Re-brand 141(10)
22: Acquire 151(10)
Part IV BRAND BIOGRAPHIES 161(46)
23: American Express 163(6)
24: Ben & Jerry's 169(8)
25: Def Jam 177(6)
26: IBM 183(7)
27: Dove 190(5)
28: BP 195(5)
29: The Economist 200(7)
Part V MEASUREMENT AND VALUATION 207(54)
30: Understanding Brand Strength 209(10)
31: Understanding Brand Value 219(16)
32: Brand Measurement and Business Performance 235(19)
33: Building Strong Brands 254(7)
Conclusion 261(2)
Index 263