000			03255cam a2200241 a 4500
001			vtls003213358
003			MY-SjTCS
005			20200226114524.0
008			110218s2009 nju b 000 0 eng
020			_a0137128169 (pbk.)
020			_a9780137128167 (pbk.)
039		9	_a201102191020 _bshuhada _c201102191019 _dshuhada _c201102181254 _dVLOAD _c201102171529 _dhaizir _y201011251458 _zpazmi
082	0	4	_a658.827 _bTIL 2009
100	1		_aTill, Brian, _d1960- _948778
245	1	4	_aThe truth about creating brands people love / _cBrian D. Till and Donna Heckler.
260			_aUpper Saddle River, N.J. : _bFT Press, _cc2009.
300			_ax, 211 p. ; _c22 cm.
504			_aIncludes bibliographical references (p. 205-207).
505	0		_aManaging 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.
650		0	_aBranding (Marketing)
700	1		_aHeckler, Donna, _d1963- _948779
920			_aGENLS : 155772
999			_c133867 _d133867