Brand management 101 : 101 lessons learned from real world marketing - Dhar, Mainak (Singapore : Hoboken, N.J. : Wiley, 2007)
Positioning. Building a better mousetrap: Creating new ideas and concept -- Breaching the defenses: Sourcing market share from an existing player -- Enemy at the gates: Defending against competitive attack -- There are no limits to growth: Growing a high market share brand -- Empire-building: The mega-branding challenge -- Miracles do happen: Turning around a declining brand -- A brand new you: Reinventing and relaunching an existing brand -- When two's a crowd: Managing a portfolio of brands -- Promotion -- Promotion. What starts well ends well: The importance of a good brief -- What if you were dating your viewer? How to develop great TV advertising -- Testing, testing, 1, 2, 3: Using advertising testing smartly -- Radio gaga: Developing radio advertising -- Sex appeal sells, but what? Using celebrity advertising smartly -- Getting down and dirty: The risky business of competitive advertising -- Surround and conquer: Using multiple media to win with the consumer -- Pricing -- Pricing. The price is right: The art of setting pricing -- You're going down! The tricky business of pricing down -- But they started it! The even trickier business of dealing with price competitors -- There's no such thing as a free lunch: Pricing up -- Product -- Product. But I flunked science! A marketer's role in product design -- Cooking 101: Making a product launch a reality -- Another "P" of marketing: Pace-setting the right rhythm of "news" -- Perception is reality: The power of marketing vs. product innovation -- Yet another "P" of marketing: Planning -- Place -- Place. Shopping is like speed dating: The critical role of packaging -- Size does matter: The role that big customers play today -- The final frontier: Winning in small stores and developing markets -- A slightly different ball game: The challenges of marketing to the shopper -- People -- People. Does familiarity breed contempt? The double edge of continuity -- It takes two to tango: Forming winning agency partnerships -- View from the top: Managing management -- No, they are not really all out to get you: Working with other departments -- Snafu: What to do when things go terribly wrong -- Healer, heal thyself! Some parting thoughts for the marketer -- The 101 Lessons Summarized -- Take The Brand Management 101 Quiz!
Print version record.
Includes index.
John Wiley and Sons
Keywords: Brand name products -- United States; Branding (Marketing) -- United States; Advertising -- Brand name products -- United States; Produits de marque; z; Produits de marque -- z; Advertising -- Brand name products; Brand name products; Branding (Marketing); United States