Developing winning brand strategiesLars Finskud.
- first edition.
- [New York, N.Y. (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2009.
- 1 electronic text (104 pages : illustrations) : digital file.
- Marketing strategy collection .
"First published by Vola Press Ltd., London 2003."
Introduction -- Competing for choice -- Uncovering hidden potential for growth -- Balancing stakeholder choices -- Managing the dynamics of brand performance -- Building brand competencies for competitive advantage -- Appendix: The evolution of business strategy -- Notes -- References --Index.
Every manager knows that robust strategy plays a crucial role in any enterprise. Yet, for all the publications that have been written on the subject, three things remain true. Strategy is complex, many companies still get it wrong, and driving organic growth in maturing markets is increasingly challenging. Existing tools and approaches have been valuable but increasingly tend to be insufficient for identifying growth in today's mature and competitive markets. It is only through developing detailed understanding, with a fairly high level of granularity, of what actually drives brand performance and how these drivers can be influenced that incremental growth opportunities become clear. Developing Winning Brand Strategies introduces, at a high level, the actual relationships between branding, strategy, and corporate performance. It provides a fresh perspective on, and approach for, developing robust customer-focused strategy and describes the important role of the brand in competing successfully for stakeholder choice. Consumer choice does not materialize spontaneously. To win, companies need to ascertain how consumers choose and churn between competing brands, what drives their brands' selection, and how to target effectively in order to recruit new consumers while retaining existing ones. Brands play a pivotal role in this process: They are the vehicles, or focal points, that businesses use in competing for choice. The proposition, qualities, image, and values that businesses embed in their brands are the basis for winning customer loyalty.
Mode of access: World Wide Web.
9781606490440
Branding (Marketing)
Brand strategy Marketing strategy Strategic management Competitive strategy Strategy dynamics Brand dynamics System dynamics Strategy simulations Loyalty management ROI on marketing Competing for Choice