Full Description
"In One Word" analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand's value proposition in just one word. This book offers deep insights to marketers and communication professionals, helping them to better understand what it takes to build successful brands. Many of today's power brands are succeeding in defining what they stand for in a single word. When executed properly, a one-word brand positioning is unleashing powerful synergies in the brand-building and management process by aligning everyone involved in the same strategic direction.
Through this approach, a company's resourcefulness, energy, and creativity are being bundled and directed towards the same objective. In this surprising approach to branding, a single word is ultimately driving the entire brand-related marketing and sales operation. For instance, "Glamour" drives the L'Oréal Paris brand, while Nivea stands for "Care." Michael Behnke provides practical guidance on building power brands, offering tangible advice and real-life illustrations to empower branding professionals in their quest to build unique brands that deliver rewarding results.
Contents
Introduction.- The Brand Positioning's Role in the Branding Excercise.- How Do Brands Interact With Consumers and How Do Consumers Interact With Brands?.- The Essentials of Power Brands. Why Differentiation, Relevance, and Competence Are the Key Dimensions to Focus on?.- Perception Versus Reality - The Two Slides of the Brand Evaluation Process.- How Self-Expressive Human Values Boost Brand Appeal?.- The Essential Role of Consumer Insights And How to Unlock Them via Morphological Consumer Research?.- Simplicity on the Other Side of Complexity: Identifying the One Word That Defines Your Brand.- One Word Positionings and Brand Vision, Brand Mission and Brand Purpose.- Brand Positioning and Brand Behavior - Successfully Translating Brand Positioning into Marketing Action.- Revival of Vintage Brands.- Sharpening Established Brands (Product and Service Brands).- Brand Creation - Getting It Right from the Start.- B2C Versus B2B Branding.- Branding in the Corporate World (Crucial Implications for Corporate and Employer Brands).- Organizing the Brand Message Mix.- The Current and Future Role of AI in Branding.- The Transformative Responsibility of Brands in the Advanced 21st Century.
