Brand Turnaround How Brands Gone Bad Returned To Glory And The 7 Game Changers That Made The Difference
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Brand Turnaround How Brands Gone Bad Returned To Glory And The 7 Game Changers That Made The Difference
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Author : Karen Post
language : en
Publisher: McGraw Hill Professional
Release Date : 2011-12-16
Brand Turnaround How Brands Gone Bad Returned To Glory And The 7 Game Changers That Made The Difference written by Karen Post and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12-16 with Business & Economics categories.
Position your company to handle any brand crisis—instantly and effectively Toyota, Tylenol, and Goldman Sachs all made the best of serious brand crises. You can, too, with Brand Turnaround! Brand Turnaround examines a number of brand crises—explaining first what went wrong and then revealing the steps companies took to manage their recovery—all while giving you practical insight and methods you can use to make a positive difference in your brand. You get the tools you need to develop a game plan within eight hours of the incident to prevent the problem from spreading; create a company culture designed to handle situations quickly and effectively; and manage emotions during the toughest days. Karen Post Known by many as The Brand Diva®, Karen Post is an international branding/marketing expert, professional speaker and author. She helps individuals, businesses and nonprofits around the world succeed with powerful, distinct brands.
Brand Turnaround
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Author : Karen Post
language : en
Publisher:
Release Date : 2012
Brand Turnaround written by Karen Post and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Branding (Marketing) categories.
Detailing several brand-damaging events and the steps each brand took to return to glory; this expert guide explains how to apply the best practices into a powerful; seven-step process you can use to keep your brand moving forward through any storm. --
Six Rules For Brand Revitalization
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Author : Larry Light
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2016
Six Rules For Brand Revitalization written by Larry Light and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Business & Economics categories.
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergize them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
Six Rules Of Brand Revitalization
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Author : Larry Light
language : en
Publisher: FT Press
Release Date : 2016-02-08
Six Rules Of Brand Revitalization written by Larry Light and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-08 with Business & Economics categories.
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergize them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
What Great Brands Do
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Author : Denise Lee Yohn
language : en
Publisher: John Wiley & Sons
Release Date : 2013-11-20
What Great Brands Do written by Denise Lee Yohn 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 2013-11-20 with Business & Economics categories.
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
The Brand Bubble
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Author : John Gerzema
language : en
Publisher: John Wiley & Sons
Release Date : 2008-11-03
The Brand Bubble written by John Gerzema 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 2008-11-03 with Business & Economics categories.
How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.
Building Brand Authenticity
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Author : M. Beverland
language : en
Publisher: Springer
Release Date : 2009-10-22
Building Brand Authenticity written by M. Beverland and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-10-22 with Business & Economics categories.
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
The Death Of The Brand Challenges Facing International Brands In The 21st Century An Analysis With Examples And Recommendations
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Author : Florian Mayer
language : en
Publisher: GRIN Verlag
Release Date : 2003-05-14
The Death Of The Brand Challenges Facing International Brands In The 21st Century An Analysis With Examples And Recommendations written by Florian Mayer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-05-14 with Business & Economics categories.
Diploma Thesis from the year 2003 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 75, University of Leeds (Trinity & All Saints College), course: Media Dissertation, language: English, abstract: For better or for worse, we live in what has been called a brandscape - a branded world - today. We are at a time in history when brands go beyond being business platforms to becoming symbols of our times. An increasing proportion of our lives is mediated by brands like McDonald′s, Sony and Budweiser, which often reflect the changing values of our society. Brands are more than just advertising, they are part of our culture. Think of Andy Warhol and Campbell′s Soup and Norman Rockwell and Coca-Cola. Think of the digital brandscape with Google, Facebook and YouTube - brands knowing more about who we are, what we look like, who our friends are and what our dreams and wishes are, than any other brand, organisation or company, ever knew before. Products, people, countries - Britain, for example, tried to become a brand with its "Cool Britannia" slogan - and companies are all racing to turn themselves into brands - to make their image more likeable and understandable. Furthermore, brands dominate our working lives, and corporate logos are now in every civic space, from schools, universities and playgrounds to hospitals and art galleries. And this brandscape can be considered to be global: walk down a street in any city in the world and there will be enough brands to make you feel at home. At the same time, brands and branding culture represents, among other things, an issue of culture and politics. In some cases, brands have rightly or wrongly become a political battleground. Most recently in 2007, demonstrating left-wing youths in Copenhagen smashed outlets of global food and entertainment chains, over a conflict with the city government that sold their youth centre (Ungdomshuset) to a Christian sect, which tore it down. Thus, to discuss the role and future of (international and global) brands in society has become even more important. The following text examines whether brands as we know them are dead and makes recommendations to brand-owners over and beyond corporate social responsibility (CSR).
Six Rules For Brand Revitalization
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Author : Larry Light
language : en
Publisher:
Release Date : 2016
Six Rules For Brand Revitalization written by Larry Light and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Brand name products categories.
Brand Storming
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Author : M. Fioroni
language : en
Publisher: Springer
Release Date : 2016-01-18
Brand Storming written by M. Fioroni and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-18 with Business & Economics categories.
We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.