Competitive Branding: Winning in the Market Place with Value-Added Brands - Hardcover

Nilson, Torsten H.

 
9780471984573: Competitive Branding: Winning in the Market Place with Value-Added Brands
Hardcover
ISBN 10: 0471984574 ISBN 13: 9780471984573
Verlag: Wiley, 1998

Inhaltsangabe

"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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Über die Autorin bzw. den Autor

Torsten H. Nilson is Founder and Managing Director of Nilson Consulting Ltd, a UK consultancy specializing in the development of marketing strategies, brand and concept development. The client list includes some of the best known international "blue chip" companies. He is also an appreciated lecturer at conferences and seminars around the world. Prior to setting up Nilson Consulting Torsten H. Nilson worked for the Nestlé Company in senior marketing positions across Europe.

Von der hinteren Coverseite

"Torsten H. Nilson's new book Competitive Branding contains useful information 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 the increasing recognition that brands are assets that have to be actively managed, we all need keys to unlock the processes for managing brands in a disciplined way. This book opens the doors!" Raoul Pinnell, Global Head of Brands and Communications, Shell International Petroleum Company Ltd. "Branding is increasingly recognized as the essence of marketing. This book will give you plenty of ideas on how to build, grow, and perpetuate your brands." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University, USA. In his new book Torsten H. Nilson provides solid, practical and well-founded good advice and methods for building brands cost-effectively - brands that will succeed in the increasingly competitive market place. This book will help the reader to:
* create and implement a programme to build a competitive brand
* understand how brands are created, building the value of the brands
* use all the different parts of the marketing mix to build the power of the brand
The focus of Competitive Branding is not so much "how to do the above" but more "what to do" to achieve success. Torsten H. Nilson has developed a conceptual framework based on his vast experience - not only does this aspect set the book apart from others on this subject but it gives the reader the opportunity to consider all the strategic aspects of branding in the context of their organization. The busy professional will find this enlightening book, which is illustrated with truly inspirational examples and cases, one of the most useful in developing a successful competitive brand.

Aus dem Klappentext

Developing strong brands is one of the most cost-effective ways of achieving success. Like most good and useful ideas, the basic concept of branding is a simple one. The brand is the symbol of a company or product(s) and a tool to build and communicate the trust and reputation of these items and/or services. The challenge is to avoid complicating the branding process too much and to ensure that the creation and implementation - making the brand competitive - is done with the right mix of creative flair and systematic marketing. This book, clearly written and fully illustrated with cases and examples from international organizations, provides the necessary advice for anyone charged with the responsibility of developing their organization's brand.

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Verlag
Wiley
Erscheinungsdatum
1998
Sprache
Englisch
ISBN 10 
0471984574
ISBN 13 
9780471984573
Einband
Gebundene Ausgabe
Auflage
1
Anzahl der Seiten
200
Kontakt zum Hersteller
Wiley-VCH GmbH
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