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| Author | : N. Hollis |
| Publisher | : Springer |
| Total Pages | : 226 |
| Release | : 2017-06-30 |
| Genre | : Medical |
| ISBN | : 1137510382 |
Why do consumers pay a premium price for a brand? Is it better quality, the look and feel, or is it the brand's social standing? Author Nigel Hollis believes the answer to all those questions is "yes." Yet the vast majority of brands today trade on past equity and transient buzz. And marketers focus on plan execution rather than creating meaningful differentiation rooted in the brand experience. This lack of meaning is creating a market full of commodities rather than products that instill loyalty. But loyalty (i.e., repeat business) is the key to long term success, and that requires focusing on meaningful differentiation: functional, emotional, or societal. Here, brand expert Nigel Hollis focuses on the four components of a meaningfully different brand: purpose, delivery, resonance, and difference.This unique model will be applied to two very different brand models: premium priced and value priced. The models will show readers how to amplify what their brand stands for across all the brand touch points including: findability, affordability, credibility, vitality, and extendibility. The book will include cases of global brands such as Dyson, Johnnie Walker, Geico, Volkswagen, and more.
| Author | : Marty Neumeier |
| Publisher | : New Riders |
| Total Pages | : 196 |
| Release | : 2015-07-24 |
| Genre | : Business & Economics |
| ISBN | : 0134172973 |
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?
| Author | : James F. Richardson |
| Publisher | : Pgs Press |
| Total Pages | : 238 |
| Release | : 2019-12-30 |
| Genre | : Business & Economics |
| ISBN | : 9781733444637 |
In this book, I outline a 4-Part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade. Part 1. Designing to Command a Premium This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it. Part 2. Managing A Small Experiment Don't hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art. Part 3. Fine Tuning the Conversion Playbook Steady velocity growth is essential to ramping your brand.Your team needs to learn the art of sustaining it in key geographies, so that you don't have to buy premature distribution to obtain growth. Part 4. Accelerating to Scale There are three best practices in acceleration. Two of them are counter-intuitive to CPG veterans not expert in the ramping of premium CPG businesses. You need to learn how to deploy them.
| Author | : Georg Wuebker |
| Publisher | : Routledge |
| Total Pages | : 205 |
| Release | : 2017-03-02 |
| Genre | : Business & Economics |
| ISBN | : 1351909045 |
The financial services industry is undergoing a period of dramatic change. Deregulation has created an ultra-competitive marketplace and recent challenges like the worldwide subprime crisis, SEPA and Basel II have only intensified the need for financial services providers to shift their focus to customer centric Smart Profit GrowthTM strategies. Price Management in Financial Services shows how to utilize the modern techniques of value-based pricing to design professional pricing processes that go beyond the industry's current norm of purely risk and cost based pricing. The authors provide insight into strategic pricing concepts such as market segmentation, product bundling, multi-channel pricing and non-linear pricing and give an overview of advanced price optimization methods. The book serves as a step-by-step guide to long term profitable growth through professional pricing by familiarizing the reader with the concepts of price-response function management and price elasticity of demand. The book also includes a number of implementation strategies to incorporate Power Pricing into financial services institutions and includes a large number of Simon-Kucher & Partners' international case studies that illustrate the enormous profit potential that lies in professional pricing.
| Author | : Brad VanAuken |
| Publisher | : AMACOM |
| Total Pages | : 370 |
| Release | : 2014-12-30 |
| Genre | : Business & Economics |
| ISBN | : 0814434746 |
Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!
| Author | : Nirmalya Kumar |
| Publisher | : Springer |
| Total Pages | : 213 |
| Release | : 2013-06-13 |
| Genre | : Business & Economics |
| ISBN | : 1137276622 |
Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.
| Author | : Lucie Scholz |
| Publisher | : Anchor Academic Publishing (aap_verlag) |
| Total Pages | : 93 |
| Release | : 2014 |
| Genre | : Business & Economics |
| ISBN | : 395489193X |
The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the heads of as many people as possible and be desired but it must remain inaccessible to most of them. The more a luxury brand or good gets actually purchased, the more it loses ist aura of exclusivity, ist attractiveness and ist 'dream value'.The purpose of this book is to analyze the specificities of the management and marketing of luxury brands in comparison to ordinary brands. The analysis will mainly focus on the four elements of the marketing mix, namely product, place, price and promotion. A detailed analysis of the four elements will disclose the particularities of luxury brands and present the requirements of successful luxury brand management which is able to overcome the difficulties resulting from the mentioned paradox.
| Author | : Jay Pil Choi |
| Publisher | : MIT Press |
| Total Pages | : 353 |
| Release | : 2007 |
| Genre | : Antitrust law |
| ISBN | : 0262033569 |
In this volume, specialists from the United States and the European Union examine conceptual and empirical issues involved in antitrust policy in light of recent developments in the field.
| Author | : John Davis |
| Publisher | : Walter de Gruyter GmbH & Co KG |
| Total Pages | : 353 |
| Release | : 2017-12-18 |
| Genre | : Business & Economics |
| ISBN | : 1501507222 |
The demands of a more dynamic, globalized business world have led to sophisticated methods for quantifying marketing success. This informative guide defines and explains the use of more than 110 key marketing metrics for the success of your business. In eleven focused sections, this resource makes otherwise complex topics understandable. Written for marketing professionals accountable for measurable results as well as senior executives who need a firm understanding of marketing’s impact on a business or product line, it clearly explains the metrics that you can use to measure marketing. Along the way, you'll be introduced to a variety of important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics. And with the addition of new examples and metrics—including significant updates to the online/digital/social area— Measuring Marketing, Third Edition will put you in a better position to excel at this difficult endeavor.
| Author | : Rik Riezebos |
| Publisher | : Routledge |
| Total Pages | : 206 |
| Release | : 2012-03-15 |
| Genre | : Business & Economics |
| ISBN | : 1136627103 |
This innovative short text provides an in-depth, step-by-step description of all that an aspiring brand manager needs to know, in order to maximise the potential of their brands.
