∗ create and implement a programme to build a competitive brand
∗ understand how brands are created, building the value of the brands
∗ use all the different parts of the marketing mix to build the power of the brand
The focus of Competitive Branding is not so much "how to do the above" but more "what to do" to achieve success. Torsten H. Nilson has developed a conceptual framework based on his vast experience – not only does this aspect set the book apart from others on this subject but it gives the reader the opportunity to consider all the strategic aspects of branding in the context of their organization. The busy professional will find this enlightening book, which is illustrated with truly inspirational examples and cases, one of the most useful in developing a successful competitive brand.
Competitive Branding and Cost–Effective Marketing.
The Three Phases of Marketing.
The Importance of Being Number 1.
Brand Management –
COMPETITIVE BRAND DEVELOPMENT.
The Origins of Branding –
A (Very) Brief History.
The Brand Values.
Pricing in the Brand Development Process.
The Brand Hierarchy.
International Brand Strategies.
Managing the Brand Development Process.
MAKING THE BRAND COMPETITIVE.
Getting the Foundation Right.
The Marketing Mix.
Product Development –
New Product Development (NPD).
Old Product Development (OPD).
Managing the Brand.