Branding (Express Exec) by Steve Coomber

By Steve Coomber

Quickly music path to studying manufacturers and branding

Covers the major parts of branding, from constructing a robust model character and differentiation to model valuation and conserving your model

Examples and classes from a number of the world's so much winning companies, together with CocaCola, Intel, Toyota and Virgin, and ideas from the neatest thinkers, together with David Aaker, Philip Kotler, John Quelch, Al Ries and Ted Levitt

incorporates a thesaurus of key ideas and a accomplished assets consultant

ExpressExec is a different company source of 1 hundred books. those books current the easiest present pondering and span the complete variety of latest enterprise perform. every one publication offers the major options in the back of the topic and the thoughts to enforce the tips successfully, including classes from benchmark businesses and concepts from the world's smartest thinkers.

ExpressExec is organised into ten center topic components making it effortless to discover the knowledge you wish:

01 Innovation
02 company
03 process
04 advertising
05 Finance
06 Operations and know-how
07 businesses
08 top
09 humans
10 lifestyles and paintings

ExpressExec is an ideal studying resolution for those that have to grasp the most recent company pondering and perform quick.

Show description

By Steve Coomber

Quickly music path to studying manufacturers and branding

Covers the major parts of branding, from constructing a robust model character and differentiation to model valuation and conserving your model

Examples and classes from a number of the world's so much winning companies, together with CocaCola, Intel, Toyota and Virgin, and ideas from the neatest thinkers, together with David Aaker, Philip Kotler, John Quelch, Al Ries and Ted Levitt

incorporates a thesaurus of key ideas and a accomplished assets consultant

ExpressExec is a different company source of 1 hundred books. those books current the easiest present pondering and span the complete variety of latest enterprise perform. every one publication offers the major options in the back of the topic and the thoughts to enforce the tips successfully, including classes from benchmark businesses and concepts from the world's smartest thinkers.

ExpressExec is organised into ten center topic components making it effortless to discover the knowledge you wish:

01 Innovation
02 company
03 process
04 advertising
05 Finance
06 Operations and know-how
07 businesses
08 top
09 humans
10 lifestyles and paintings

ExpressExec is an ideal studying resolution for those that have to grasp the most recent company pondering and perform quick.

Show description

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Additional info for Branding (Express Exec)

Sample text

Increasingly, marketing practitioners and academics are questioning the fundamental assumptions of marketing and branding. Does the concept of a Unique Selling Proposition (USP) still hold true? Is it possible to lead in more than one product category with the same brand? Is branding still the responsibility of the marketing department? How far can a brand be stretched? Are brands relevant to hi-tech companies and the Internet? What can be branded and what cannot? The best way to answer some of these questions and to find out how branding strategy is likely to develop in the new millennium is to take a closer look at what some of the leading thinkers in the field are saying.

Russians could not buy anything in their supermarkets, but could admire the efficiency of capitalism at work as the entire foreign community in Moscow ate at McDonald’s. The ninth restaurant in the McDonald’s chain – and Kroc’s first – was in Des Plaines, Illinois. The McDonald’s HQ is located nearby at Oak Brook. Today, McDonald’s has 28,000 restaurants in 120 countries. In 1999 the company had over 15 billion customer visits. Branding the world’s fast food The secret of McDonald’s global success lies in its focus on its core brands and the ability to translate the McDonald’s concept easily across international boundaries.

This is the value of the brand. In 2000, Ask Jeeves underwent a corporate restructuring that saw the departure of CEO Wrubel. President and COO Ted Briscoe and Marketing VP David Hellier left for Play Streaming Media Group and over 150 employees had to clear their desks. Despite the upheaval, the company’s management was predicting 30% annual growth, and retained over 125 major global corporations as customers. Jeeves, of course, stoically butlers on. The question of whether the brand is strong enough to maintain the company’s position in the top echelon of search engines is a difficult one to answer.

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