The truth about branding
By: Brian Till, Donna Heckler.
Contributors: Heckler, Donna, 1963-
Publisher: FT Press
Published: 2009
Place of publication: Upper Saddle River, N.J
Language: eng
Subjects: Branding (Marketing)
Table of contents: title: Managing brands is not common sense; title: No one loves your brand as much as you love it; title: The brand is not owned by marketing; everyone owns it; title: Making more by doing less; title: Does your brand keep its promise?; title: Price is the communication of the value of your brand; title: Brand personality is the emotional connection with your brand; title: Does your sales force know the difference between a product and a brand?; title: Beware the discounting minefield; title: Packaging protects your product; great packaging protects your brand; title: Brand management is association management; title: The retail experience is the brand experience; title: Corporate ego: danger ahead; title: Brand metrics: best measure of success?; title: Customer complaints are a treasure; title: Brand stewardship begins at home; title: Market share doesn't matter; title: Avoid the most common segmentation mistake; title: Public relations and damage control: the defining moment; title: Focus equals simplicity; title: Marketing is courtship, not combat; title: Don?t sacrifice brand focus for sales; title: The medium is not the message; the message is the message; title: Brand development and the small business; title: Imitation is an ineffective form of flattery; title: Positioning lives in the mind of your target customer; title: The value of brand loyalty; title: Quality is not an effective branding message; title: Effective use of celebrity endorsers: the fit's the thing; title: Brand building consumer promotion; title: Advertising built for the long run; title: A service brand is a personal brand; title: Is your brand the best at something? If so, be satisfied; title: Great positionings are enduring; title: Effective branding begins with the name; title: Your brand makes your company powerful, not the other way around; title: Be consistent but not complacent; title: Is your brand different? If not, why will someone buy it?; title: The three M's of taglines: meaningful, motivating, and memorable; title: Customer service is the touch point of your brand; title: Smaller targets are easier to hit; title: Beware the allure of brand extension; title: Keep advertising simple, but not simplistic; title: It's a long walk from the focus group room to the cash register; title: Repositioning can be a fool's chase; title: With advertising don?t expect too much; title: Don't let testing override judgment; title: Effective advertising is 90% what you say, 10% how you say it; title: Compromise can destroy a brand; title: Don't let the pizzazz outshine the brand; title: There are no commodity products, only commodity thinking.