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The Truth about Creating Brands People Love by Till, Brian; Heckler, Donna
by Till, Brian; Heckler, Donna | PB | Good
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“Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, ”... Read moreAbout condition
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- Buy it nowThe Truth about Creating Brands People Love by Till, Brian; Heckler, Donna
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eBay item number:194996593048
Item specifics
- Condition
- Good
- Seller notes
- Binding
- Paperback
- Weight
- 0 lbs
- Product Group
- Book
- IsTextBook
- Yes
- ISBN
- 0137128169
- Subject Area
- Business & Economics
- Publication Name
- Truth about Creating Brands People Love
- Publisher
- FT Press
- Item Length
- 8.5 in
- Subject
- Marketing / General, Strategic Planning
- Publication Year
- 2008
- Series
- Truth about Ser.
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Item Height
- 0.5 in
- Item Weight
- 12.7 Oz
- Item Width
- 5.5 in
- Number of Pages
- 224 Pages
About this product
Product Information
In this book, leading branding researcher Brian D. Till brings together the 51 absolutely crucial facts and insights you must know to successfully manage and build brands in any industry or market environment. The Truth About Creating Brands People Love doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations you can actually use, no matter what business you're in, consumer or B2B. You'll learn how to define your brand promise...name and position new brands...determine when, if, and how to reposition existing brands...package products to support your brands...manage the retail experience...even measure the power of brands and the effectiveness of campaigns. Along the way, Till reveals how to avoid the disastrous branding blunders too many companies make: mistakes in research, promotion, advertising, brand extension, segmentation, market share strategies, and more. Unlike some books on brand management, this one's simple to read, simple to use, up-to-date, and complete: it's the only guide to managing brands you'll ever need!
Product Identifiers
Publisher
FT Press
ISBN-10
0137128169
ISBN-13
9780137128167
eBay Product ID (ePID)
65903142
Product Key Features
Number of Pages
224 Pages
Language
English
Publication Name
Truth about Creating Brands People Love
Publication Year
2008
Subject
Marketing / General, Strategic Planning
Type
Textbook
Subject Area
Business & Economics
Series
Truth about Ser.
Format
Trade Paperback
Dimensions
Item Height
0.5 in
Item Weight
12.7 Oz
Item Length
8.5 in
Item Width
5.5 in
Additional Product Features
LCCN
2008-013362
Target Audience
Scholarly & Professional
Lc Classification Number
Hf5415.1255.T55 2009
Table of Content
Preface ix Truth 1 Managing brands is not common sense 1 Truth 2 No one loves your brand as much as you love it 5 Truth 3 The brand is not owned by marketing; everyone owns it 9 Truth 4 Making more by doing less 13 Truth 5 Does your brand keep its promise? 17 Truth 6 Price is the communication of the value of your brand 21 Truth 7 Brand personality is the emotional connection with your brand 25 Truth 8 Does your sales force know the difference between a product and a brand? 29 Truth 9 Beware of the discounting minefield 33 Truth 10 Packaging protects your product; great packaging protects your brand 37 Truth 11 Brand management is association management 41 Truth 12 The retail experience is the brand experience 45 Truth 13 Corporate ego: Danger ahead 49 Truth 14 Brand metrics: Best measure of success? 53 Truth 15 Customer complaints are a treasure 57 Truth 16 Brand stewardship begins at home 61 Truth 17 Market share doesn''t matter 65 Truth 18 Avoid the most common segmentation mistake 69 Truth 19 Public relations and damage control: The defining moment 73 Truth 20 Focus equals simplicity 77 Truth 21 Marketing is courtship, not combat 81 Truth 22 Don''t sacrifice brand focus for sales 85 Truth 23 The medium is not the message; the message is the message 89 Truth 24 Brand development and the small business 93 Truth 25 Imitation is an ineffective form of flattery 97 Truth 26 Positioning lives in the mind of your target customer 101 Truth 27 The value of brand loyalty 105 Truth 28 Quality is not an effective branding message 109 Truth 29 Effective use of celebrity endorsers: The fit''s the thing 113 Truth 30 Brand-building consumer promotion 117 Truth 31 Advertising built for the long run 121 Truth 32 A service brand is a personal brand 125 Truth 33 Is your brand the best at something? If so, be satisfied 129 Truth 34 Great positionings are enduring 133 Truth 35 Effective branding begins with the name 137 Truth 36 Your brand makes your company powerful, not the other way around 141 Truth 37 Be consistent but not complacent 145 Truth 38 Is your brand different? If not, why will someone buy it? 149 Truth 39 The three M''s of taglines: Meaningful, motivating, and memorable Truth 40 Customer service is the touch point of your brand 157 Truth 41 Smaller targets are easier to hit 161 Truth 42 Beware of the allure of brand extensions 165 Truth 43 Keep advertising simple, but not simplistic 169 Truth 44 It''s a long walk from the focus group room to the cash register 173 Truth 45 Repositioning can be a fool''s chase 177 Truth 46 With advertising, don''t expect too much 181 Truth 47 Don''t let testing override judgment 185 Truth 48 Effective advertising is 90% what you say, 10% how you say it 189 Truth 49 Compromise can destroy a brand 193 Truth 50 Don''t let the pizazz outshine the brand 197 Truth 51 There are no commodity products, only commodity thinking 201 References 205 Acknowledgments 209 About the Authors 211
Copyright Date
2009
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