This is not a ‘how to’ book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world’s largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions – such as acting as a source of trust or a predictor of quality.
Tabela de Conteúdo
Foreword.
Why This Book was Written.
The Six-Minute Read.
PART I: BRANDS AND BUSINESS.
1. What is a Brand?
2. Brand Strategy is Business Strategy.
3. Brands in the Boardroom.
PART II: SOURCES OF BUSINESS VALUE.
4. Strong Brands can Command Market Share.
5. Strong Brands Create Barriers to Entry for Competitors.
6. Strong Brands can Launch Successful Extensions.
7. Strong, Well-Defined Brands Find it Easier to Enter New
Markets.
8. Strong Brands can Attract and Retain Talent.
9. Strong Brands have Lower Price Elasticity.
10. Strong Brands can Command a Premium.
11. Strong Brands can Deal with Market Disruption.
12. Strong Brands have More Loyalty.
13. Strong Brands are a Store of Trust.
14. Strong Brands Stimulate Innovation.
PART III: STRATEGIC BRAND PLANNING.
15. Defining the Market.
16. Strategic Challenges.
17. Launch.
18. Challenge.
19. Maintain.
20. Revitalise.
21. Re-brand.
22. Acquire.
PART IV: BRAND BIOGRAPHIES.
23. American Express.
24. Ben & Jerry’s.
25. Def Jam.
26. IBM.
27. Dove.
28. BP.
29. The Economist.
PART V: MEASUREMENT AND VALUATION.
30. Understanding Brand Strength.
31. Understanding Brand Value.
32. Brand Measurement and Business Performance.
33. Building Strong Brands.
Conclusion.
Index.
Sobre o autor
Jon Miller is a Planner at Ogilvy, providing strategic
direction to many of the agency’s key brands (including
Unilever, Nestlé, Ford, IBM and American Express). Prior to
joining Ogilvy he worked as an independent consultant for a broad
range of clients and industry sectors including Virgin Atlantic,
Subaru, United International Pictures and Shell. His work has been
published in Ad Map, Marketing Week, Wired and
Strategies in Europe. After graduating in Philosophy from
King’s College London he took an MSc in Artificial
Intelligence.
David Muir is the Group Development Director for Ogilvy
in the UK. He has worked on a variety of Ogilvy business from KJS
to First Choice Holidays, and developed a variety of research
projects. His work has appeared in The Financial Times,
The Guardian, Marketing and Marketing Week,
and he has appeared regularly on the Today programme. He holds a
first-class MA in Politics and Economics from the University of
Glasgow, and an MBA with Distinction from London Business
School.
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