The Brand Mapping Strategy
DOWNLOAD eBooks
Download The Brand Mapping Strategy PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get The Brand Mapping Strategy book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
The Brand Mapping Strategy
DOWNLOAD eBooks
Author : Karen Leland
language : en
Publisher: Entrepreneur Press
Release Date : 2016-06-20
The Brand Mapping Strategy written by Karen Leland and has been published by Entrepreneur Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-20 with Business & Economics categories.
A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That’s really the key to the new business mindset — the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities — both online and off — are about the persistent, ongoing process of building a platform, creating credibility and increasing the number of people that you funnel into your potential client and network pipeline. Converting those people into clients or fans may take a month, a year or two years, but the new mindset leads you to strategies that will keep that pipeline full. In short, you need to start a bunch of small fires to keep your brand burning hot. How can today’s CEOs, executives and entrepreneurs keep these fires going and powerfully get their messages across, motivate others to action and be authentic — all while simultaneously shepherding initiatives from creation to implementation in high-demand markets? CEO, executive and team branding are key factors that enable effective leaders to achieve peak performance, gain greater influence in their industries and generate increased engagement within their companies. By creating a brand (business or personal) by design instead of default, leaders and companies bring their brand promise into every interaction across the board. A personal, team or business brand is not just a single statement or a clever quip but a multilayered, congruent narrative told across multiple channels — online and off — within the organization and to the business community at large. The power is in knowing how to tell the story. The book will introduce CEOs and executives in Fortune 500 companies and entrepreneurs in SMBs to the SMG Brand Mapping Process©, a process that will guide them in creating personal, team and business brands that work in harmony and parallel with each other.
The Brand Mapping Strategy
DOWNLOAD eBooks
Author : Karen Leland
language : en
Publisher:
Release Date : 2016
The Brand Mapping Strategy written by Karen Leland and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Business & Economics categories.
The Brand Mapping Strategy uses tips, tricks, and anecdotes from brand-building masters to give readers the tools they need to design, build, and accelerate a successful brand.
The Brand Map
DOWNLOAD eBooks
Author : Jason Arcemont
language : en
Publisher: CreateSpace
Release Date : 2015-10-01
The Brand Map written by Jason Arcemont and has been published by CreateSpace this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-01 with categories.
Does your brand stand out? Does it captivate? Does it stay in the minds of consumers?The Brand Map(tm)--a proven method for building brands--teaches professionals and entrepreneurs how to find and captivate customers. Hundreds of companies, organizations and individuals have used The Brand Map(tm) to stand out among a wide variety of audiences. Starting with basic internal and external info-gathering, the Brand Mapping(tm) process takes the reader from the building blocks of branding through a complete discovery of a brand's image, reputation and spirit. From there, the book touches on how to transform these discoveries into images, words and digital properties (such as websites and social media) that bring your brand to life. The Brand Map(tm) will give readers:· Insight into how to build, manage and evolve an iconic brand· A blueprint for how any company can improve its ROI· A fresh perspective on markets and unique market segments· A simple way to effectively analyze your competitors· A framework to discover Who You Are, What You Do and Who You Do It ForIt's never too early, or too late, to build your brand. This step-by-step guide shows you how to own a position in the mind of your market.
Positioning For Advantage
DOWNLOAD eBooks
Author : Kimberly A. Whitler
language : en
Publisher: Columbia University Press
Release Date : 2021-09-07
Positioning For Advantage written by Kimberly A. Whitler and has been published by Columbia University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-07 with Business & Economics categories.
Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.
Brand Positioning Formula
DOWNLOAD eBooks
Author : Marco de Veglia
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2018-09-29
Brand Positioning Formula written by Marco de Veglia and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-29 with categories.
THE POSITIONING "MISSING MANUAL"Since the publishing of Positioning, by Ries and Trout, Brand Positioning has become the most used concept in marketing. Without Brand Positioning, all marketing money is ineffective at best, and mostly wasted. With Brand Positioning, you know exactly what to say in your marketing.Brand Positioning is a simple and effective model to build a brand and be perceived different from your competitors.Recently, Brand Positioning has become
Brand Positioning
DOWNLOAD eBooks
Author : Erik Kostelijk
language : en
Publisher: Routledge
Release Date : 2020-01-23
Brand Positioning written by Erik Kostelijk and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-23 with Business & Economics categories.
Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.
Tilt
DOWNLOAD eBooks
Author : Niraj
language : en
Publisher: Harvard Business Press
Release Date : 2013-10-15
Tilt written by Niraj and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-15 with Business & Economics categories.
Shift your strategy downstream. Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again. Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory—and by inventing exciting new products that competitors could not replicate. But these sources of competitive advantage are being irreversibly leveled by globalization and technology. Today, competitors can rapidly decipher and deploy the recipe for your product’s secret sauce and use it against you. “Upstream,” product-related advantages are rapidly eroding. This does not mean that competitive advantage is a thing of the past. Rather, its center has shifted. As marketing professor Niraj Dawar compellingly argues, advantage is now found “downstream,” where companies interact with customers in the marketplace. Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization. With vivid examples from around the world, ranging across industries and sectors, Dawar shows how companies are reorienting their strategies around customer interactions to create and capture unique value. And he demonstrates how, unlike product-related advantage, this value is cumulative, continuously building over time. In an increasingly customer-centered world marketplace, let Tilt serve as your guide to shifting your strategy downstream—and achieving enduring competitive advantage.
Beloved Brands
DOWNLOAD eBooks
Author : Graham Robertson
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2018-01-06
Beloved Brands written by Graham Robertson and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-06 with categories.
"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
Uncommon Service
DOWNLOAD eBooks
Author : Frances X. Frei
language : en
Publisher: Harvard Business Press
Release Date : 2012
Uncommon Service written by Frances X. Frei and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Customer relations categories.
Offers an organizational design model for service organizations, covering such topics as funding mechanisms, employee management systems, and customer management systems.
Kellogg On Branding In A Hyper Connected World
DOWNLOAD eBooks
Author :
language : en
Publisher: John Wiley & Sons
Release Date : 2019-03-19
Kellogg On Branding In A Hyper Connected World written by and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-19 with Business & Economics categories.
World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.