Effective Brand Building
Unlock Growth with Strategy, Insights, and Measurement
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
Investment and focus on brand building skills have diminished across the marketing industry in recent years. But without the knowledge and understanding of how to build strong brands, marketers end up jumping between short-term tactics and struggle to deliver reliable, long-term growth. Effective Brand Building is here to change that. It provides practical, everyday wisdom in how to drive effective growth for brands for the long and short term, in synch with broader organizational goals and business processes. From award-winning marketer and columnist for Marketing Week, Andrew Geoghegan, this book is the ultimate guide to developing the skills and knowledge you need to create a brand building strategy that delivers growth. Containing best practice frameworks, tools, and approaches to measurement, this book enables marketers to create repeatable results and maximize their return on investment.With real-world examples from businesses such as McDonald's, Mondelez, Apple, and Unilever, this book will help marketers ask the right questions in order to create the best conditions in their businesses for effective brand building.
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Information
Table of contents
- About the author
- Foreword by Syl Saller
- Acknowledgements
- Contributors
- PART ONE Introduction to effective brand building
- 1 What is effective brand building and why is it important?
- 2 What are the fundamentals of consumer behaviour?
- 3 What are the conditions required for brands to thrive in my organization?
- 4 How do I ensure I have the right marketing capability?
- 5 What are the characteristics of effective brands?
- 6 How can understanding brand strength and the drivers of consumer demand help effective brand building?
- 7 Consumer insights
- PART TWO Creating an effective brand strategy – where to win
- 8 What is brand strategy?
- 9 What is the situation my brand faces?
- 10 What is my brand’s ambition?
- 11 How do I prioritize opportunities for growth?
- 12 What are the fundamentals of an effective brand strategy?
- PART THREE How to win and keep winning
- 13 What are the fundamentals of creative ideas and media connections?
- 14 How do I turn strategy into a plan?
- 15 How do I bring the plan together?
- 16 How do I approach measurement?
- Index