Effective Brand Building
Kogan Page Ltd (Verlag)
978-1-3986-1859-6 (ISBN)
- Noch nicht erschienen - erscheint am 03.01.2025
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Investment and focus on brand building skills has diminished across the marketing industry in recent years. But without the knowledge and understanding of how to build strong brands, marketers end up jumping between short-term tactics and struggle to deliver reliable, long-term growth.
Effective Brand Building is here to change that. It provides practical, everyday wisdom in how to drive effective growth for brands for the long and short term, in synch with broader organizational goals and business processes. From award-winning marketer and columnist for Marketing Week, Andrew Geoghegan, this book is the ultimate guide to developing the skills and knowledge you need to create a brand building strategy that delivers growth. Containing best practice frameworks, tools, and approaches to measurement, this book enables marketers to create repeatable results and maximize their return on investment.
With real-world examples from businesses such as McDonald's, Mondelez, Apple, and Unilever, this book will help marketers ask the right questions in order to create the best conditions in their business for effective brand building.
Andrew Geoghegan is an experienced CMO and brand strategist who has held senior roles at businesses including Diageo, PepsiCo, William Grant & Sons, and PZ Cussons. Based in London, UK he has worked on brands including Guinness, Johnnie Walker and Tropicana. His paper on creating a culture of effectiveness at Diageo won Gold, Best New Learning, and Best Use of Data from the IPA in 2020 and in 2022 and 2023 he was recognised as one of the top 100 marketers by Marketing Week. He has written a regular column for Marketing Week since 2018.
Section - ONE: Introduction to Effective Brand Building
Chapter - 01: What is effective brand building and why is it important?
Chapter - 02: What are the organisational conditions for brand building?
Chapter - 03: What are the foundations of a strong brand?
Section - TWO: Effective Brand Strategy
Chapter - 04: What is the situation we face?
Chapter - 05: What is the destination?
Chapter - 06: How do you generate and apply consumer insights?
Chapter - 07: How do you identify opportunities for growth?
Chapter - 08: What are the fundamentals of an effective brand strategy?
Section - THREE: How to Win and How to Keep Winning
Chapter - 09: What are the fundamentals of creative ideas & media connections?
Chapter - 10: How do you turn strategy into a plan?
Chapter - 11: How do you set KPIs and create a learning plan?
Chapter - 12: How do you approach measurement?
| Erscheint lt. Verlag | 3.1.2025 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-3986-1859-4 / 1398618594 |
| ISBN-13 | 978-1-3986-1859-6 / 9781398618596 |
| Zustand | Neuware |
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