Brand Management 101 [rare books]

Table of Contents:

Acknowledgments

• Introduction
• Positioning
• Building a better mousetrap
• Creating new ideas and concepts
• Breaching the defenses
• Sourcing market share from an existing player
• Enemy at the gates
• Defending against competitive attack
• There are no limits to growth
• Growing a high market share brand
• Empire-building
• The mega-branding challenge
• Miracles do happen
• Turning around a declining brand
• A brand new you
• Reinventing and re-launching an existing brand
• When two's a crowd
• Managing a portfolio of brands
• Promotion
• What starts well ends well
• The importance of a good brief
• What if you were dating your viewer?
• How to develop great TV advertising
• Testing, testing, 1, 2, 3
• Using advertising testing smartly
• Radio gaga
• Developing radio advertising
• Sex appeal sells, but what?
• Using celebrity advertising smartly
• Getting down and dirty
• The risky business of competitive advertising
• Surround and conquer
• Using multiple media to win with the consumer
• Pricing
• The price is right
• The art of setting pricing
• You're going down!
• The tricky business of pricing down
• But they started it!
• The even trickier business of dealing with price competitors
• There's no such thing as a free lunch
• Pricing up
• Product
• But I flunked science!
• A marketer's role in product design
• Cooking 101
• Making a product launch a reality
• Another “P” of marketing
• Pace-setting the right rhythm of “news”
• Perception is reality
• The power of marketing vs product innovation
• Yet another “P” of marketing
• Planning
• Place
• Shopping is like speed dating
• The critical role of packaging
• Size does matter
• The role that big customers play today
• The final frontier
• Winning in small stores and developing markets
• A slightly different ball game
• The challenges of marketing to the shopper
• People
• Does familiarity breed contempt?
• The double edge of continuity
• It takes two to tango
• Forming winning agency partnerships
• View from the top
• Managing management
• No, they are not really all out to get you
• Working with other departments
• Snafu
• What to do when things go terribly wrong
• Healer, heal thyself!
• Some parting thoughts for the marketer
• The 101 Lessons Summarized
• Take The Brand Management 101 Quiz!
• Index