Developing winning brand strategies / Lars Finskud.

By:

Finskud, Lars []

Material type: Text

TextPublisher number: 1 | BEPSeries: Marketing strategy collectionPublisher: [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, [(c)2009.]Edition: 1st edDescription: 1 electronic text (104 pages : illustrations) : digital fileContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781606490440

Subject(s):

Genre/Form:

[genre]

LOC classification:

HD69.B7

Online resources:

Click here to access online

Available additional physical forms:

Contents:

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.

Abstract: 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.

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Holdings
Item type	Current library	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library ONLINE	HD69.B7 (Browse shelf(Opens below))	Link to resource	Available		BEP10373430

"First published by Vola Press Ltd., London 2003."

Access restricted to authorized users and institutions.

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.