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The truth about creating brands people love / Brian D. Till and Donna Heckler.

By: Till, Brian, 1960-.
Contributor(s): Heckler, Donna, 1963-.
Publisher: Upper Saddle River, N.J. : FT Press, c2009Description: x, 211 p. ; 22 cm.ISBN: 0137128169 (pbk.); 9780137128167 (pbk.).Subject(s): Branding (Marketing)DDC classification: 658.827
Contents:
Managing brands is not common sense -- No one loves your brand as much as you love it -- The brand is not owned by marketing; everyone owns it -- Making more by doing less -- Does your brand keep its promise? -- Price is the communication of the value of your brand -- Brand personality is the emotional connection with your brand -- Does your sales force know the difference between a product and a brand? -- Beware of the discounting minefield -- Packaging protects your product; great packaging protects your brand -- Brand management is association management -- The retail experience is the brand experience -- Corporate ego: danger ahead -- Brand metrics: best measure of success? -- Customer complaints are a treasure -- Brand stewardship begins at home -- Market share doesn't matter -- Avoid the most common segmentation mistake -- Public relations and damage control: the defining moment -- Focus equals simplicity -- Marketing is courtship, not combat -- Don't sacrifice brand focus for sales -- The medium is not the message; the message is the message -- Brand development and the small business -- Imitation is an ineffective form of flattery -- Positioning lives in the mind of your target customer -- The value of brand loyalty -- Quality is not an effective branding message -- Effective use of celebrity endorsers: the fit's the thing -- Brand-building consumer promotion -- Advertising built for the long run -- A service brand is a personal brand -- Is your brand the best at something? If so, be satisfied -- Great positionings are enduring -- Effective branding begins with the name -- Your brand makes your company powerful, not the other way around -- Be consistent but not complacent -- Is your brand different? If not, why will someone buy it? -- The three M's of taglines: meaningful, motivating, and memorable -- Customer service is the touch point of your brand -- Smaller targets are easier to hit -- Beware the allure of brand extension -- Keep advertising simple, but not simplistic -- It's a long walk from the focus group room to the cash register -- Repositioning can be a fool's chase -- With advertising don't expect too much -- Don't let testing override judgment -- Effective advertising is 90% what you say, 10% how you say it -- Compromise can destroy a brand -- Don't let the pizzazz outshine the brand -- There are no commodity products, only commodity thinking.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 3, BayNo 5

 658.827 TIL 2009 (Browse shelf) 1 Available GENLS, 5000104831

Includes bibliographical references (p. 205-207).

Managing brands is not common sense -- No one loves your brand as much as you love it -- The brand is not owned by marketing; everyone owns it -- Making more by doing less -- Does your brand keep its promise? -- Price is the communication of the value of your brand -- Brand personality is the emotional connection with your brand -- Does your sales force know the difference between a product and a brand? -- Beware of the discounting minefield -- Packaging protects your product; great packaging protects your brand -- Brand management is association management -- The retail experience is the brand experience -- Corporate ego: danger ahead -- Brand metrics: best measure of success? -- Customer complaints are a treasure -- Brand stewardship begins at home -- Market share doesn't matter -- Avoid the most common segmentation mistake -- Public relations and damage control: the defining moment -- Focus equals simplicity -- Marketing is courtship, not combat -- Don't sacrifice brand focus for sales -- The medium is not the message; the message is the message -- Brand development and the small business -- Imitation is an ineffective form of flattery -- Positioning lives in the mind of your target customer -- The value of brand loyalty -- Quality is not an effective branding message -- Effective use of celebrity endorsers: the fit's the thing -- Brand-building consumer promotion -- Advertising built for the long run -- A service brand is a personal brand -- Is your brand the best at something? If so, be satisfied -- Great positionings are enduring -- Effective branding begins with the name -- Your brand makes your company powerful, not the other way around -- Be consistent but not complacent -- Is your brand different? If not, why will someone buy it? -- The three M's of taglines: meaningful, motivating, and memorable -- Customer service is the touch point of your brand -- Smaller targets are easier to hit -- Beware the allure of brand extension -- Keep advertising simple, but not simplistic -- It's a long walk from the focus group room to the cash register -- Repositioning can be a fool's chase -- With advertising don't expect too much -- Don't let testing override judgment -- Effective advertising is 90% what you say, 10% how you say it -- Compromise can destroy a brand -- Don't let the pizzazz outshine the brand -- There are no commodity products, only commodity thinking.