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Competitive Branding. Winning in the Market Place with Value-Added Brands. Edition No. 1

  • ID: 2215828
  • Book
  • August 1998
  • 248 Pages
  • John Wiley and Sons Ltd
"Torsten H. Nilson's new book Competitive Branding contains usefulinformation on two of the hottest words in marketing, "competitive"and "branding". It's a must read." Jack Trout, President of Trout& Partners Ltd USA, and global marketing strategist. "With theincreasing recognition that brands are assets that have to beactively managed, we all need keys to unlock the processes formanaging brands in a disciplined way. This book opens the doors!"Raoul Pinnell, Global Head of Brands and Communications, ShellInternational Petroleum Company Ltd. "Branding is increasinglyrecognized as the essence of marketing. This book will give youplenty of ideas on how to build, grow, and perpetuate your brands."Philip Kotler, S.C. Johnson & Son Distinguished Professor ofInternational Marketing, J.L. Kellogg Graduate School ofManagement, Northwestern University, USA. In his new book TorstenH. Nilson provides solid, practical and well-founded good adviceand methods for building brands cost-effectively - brands that willsucceed in the increasingly competitive market place. This bookwill help the reader to:

create and implement a programme to build a competitivebrand

understand how brands are created, building the value of thebrands

use all the different parts of the marketing mix to build thepower of the brand
The focus of Competitive Branding is not so much "how to do theabove" but more "what to do" to achieve success. Torsten H. Nilsonhas developed a conceptual framework based on his vast experience -not only does this aspect set the book apart from others on thissubject but it gives the reader the opportunity to consider all thestrategic aspects of branding in the context of their organization.The busy professional will find this enlightening book, which isillustrated with truly inspirational examples and cases, one of themost useful in developing a successful competitive brand.
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THE BASICS -
VALUE-ADDED MARKETING.

Competitive Branding and Cost-Effective Marketing.

The Three Phases of Marketing.

The Importance of Being Number 1.

Brand Management -
Creating Preference.

Value-added Marketing.

Understand!

COMPETITIVE BRAND DEVELOPMENT.

Why Branding?

The Origins of Branding -
A (Very) Brief History.

Building Brands.

The Brand Values.

Pricing in the Brand Development Process.

Brand Terminology.

The Brand Hierarchy.

Brand Stretching.

International Brand Strategies.

Managing the Brand Development Process.

MAKING THE BRAND COMPETITIVE.

Getting the Foundation Right.

The Marketing Mix.

Product Development -
An Introduction.

New Product Development (NPD).

Old Product Development (OPD).

Communication -
An Introduction.

Personal Selling.

Sales Promotion.

Advertising.

PR -
Public Relations.

Word-of-Mouth.

Direct Marketing.

Design.

Distribution.

Generating Revenues.

Managing the Brand.

Conclusions.

Reading Suggestions.

Index.
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Torsten H. Nilson Nilson Consulting Ltd, Surrey.
Note: Product cover images may vary from those shown
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