The Definitive Guide to Brand Building
Edition: 1
Copyright: 2017
Pages: 62
Edition: 1
Copyright: 2017
Pages: 62
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Marketing is the battle for the customers mind. The goal for any brand is to own a share of customer’s minds – a position in their mental product grid that has value to the customer and the company that owns the brand.
In reality, brand equity in their customer’s minds is any company’s most valuable asset. The mind is like a dripping sponge and the only way to get in is too displace what already exists. This is the essence of establishing a unique value proposition, and perpetually defending against competitor’s challenges i.e. creating, growing, and protecting brand equity.
This book describes the process of establishing brand equity and maintaining, and growing the value of the company’s brand portfolio. It contains a plethora of examples of well known brands and their brand equity strategies.
This book is essential reading for any student or manager to embellish their knowledge about marketing, and building brand equity, specifically. There is a powerful marketing maxim: “if the customer gets to the future before you do, they will leave you behind”. In an era of one-to-one social media driven mobile marketing this concept has become even more relevant.
Differentiation
Biography
Introduction: What Is Marketing?
1. Positions in the Mind: How We Think
2. The Unique Selling Proposition: What Are We Looking For
3. The Adoption Cycle: How We Change Our Mind 4. Market Segmentation: Different Types of Customers
5. Target Marketing: Selecting the Best Customers for US
6. Brand Equity: The Value of a Brand
7. Migrating with Customers: Keeping and Growing Customers
8. Integrating Customer Experiences: Changing Marketing Tools
9. Internet Marketing: One-to-One Marketing
10. Putting It All Together: Now It’s Time for You to Market More Effectively
Bob is an author, educator, and brand builder for businesses and individuals. He spent his corporate life with IBM, Pfizer, and EXXON, where he was the CFO of one of EXXON’s business operations.
After EXXON, Bob joined an international consultancy as a senior partner involved with the transfer of technology globally. After which he became the CEO of the U.S. subsidiary of a Dutch multinational company.
At that company Bob built an unknown foreign brand into the market leader and positioned the brand to be sold to a Fortune 100 Corporation. He then had similar marketing successes with an Israeli, and then Indian multinational firms.
He is the author of four other books on business and personal planning. He was featured in USA TODAY for his work with the Inc. 500. Bob is a prolific writer, blogger, and posts frequently on LinkedIn.
He is on the faculty at several universities where he teaches courses on Marketing and Personal Branding in graduate and undergraduate business programs. He has also developed an online MBA program in Entrepreneurship for a Global online university and has graduated students from his program.
Bob can be reached at: rmdonnelly@aol.com, or on his LinkedIn platform. He is available to help anyone struggling to survive in the new world of work.
Marketing is the battle for the customers mind. The goal for any brand is to own a share of customer’s minds – a position in their mental product grid that has value to the customer and the company that owns the brand.
In reality, brand equity in their customer’s minds is any company’s most valuable asset. The mind is like a dripping sponge and the only way to get in is too displace what already exists. This is the essence of establishing a unique value proposition, and perpetually defending against competitor’s challenges i.e. creating, growing, and protecting brand equity.
This book describes the process of establishing brand equity and maintaining, and growing the value of the company’s brand portfolio. It contains a plethora of examples of well known brands and their brand equity strategies.
This book is essential reading for any student or manager to embellish their knowledge about marketing, and building brand equity, specifically. There is a powerful marketing maxim: “if the customer gets to the future before you do, they will leave you behind”. In an era of one-to-one social media driven mobile marketing this concept has become even more relevant.
Differentiation
Biography
Introduction: What Is Marketing?
1. Positions in the Mind: How We Think
2. The Unique Selling Proposition: What Are We Looking For
3. The Adoption Cycle: How We Change Our Mind 4. Market Segmentation: Different Types of Customers
5. Target Marketing: Selecting the Best Customers for US
6. Brand Equity: The Value of a Brand
7. Migrating with Customers: Keeping and Growing Customers
8. Integrating Customer Experiences: Changing Marketing Tools
9. Internet Marketing: One-to-One Marketing
10. Putting It All Together: Now It’s Time for You to Market More Effectively
Bob is an author, educator, and brand builder for businesses and individuals. He spent his corporate life with IBM, Pfizer, and EXXON, where he was the CFO of one of EXXON’s business operations.
After EXXON, Bob joined an international consultancy as a senior partner involved with the transfer of technology globally. After which he became the CEO of the U.S. subsidiary of a Dutch multinational company.
At that company Bob built an unknown foreign brand into the market leader and positioned the brand to be sold to a Fortune 100 Corporation. He then had similar marketing successes with an Israeli, and then Indian multinational firms.
He is the author of four other books on business and personal planning. He was featured in USA TODAY for his work with the Inc. 500. Bob is a prolific writer, blogger, and posts frequently on LinkedIn.
He is on the faculty at several universities where he teaches courses on Marketing and Personal Branding in graduate and undergraduate business programs. He has also developed an online MBA program in Entrepreneurship for a Global online university and has graduated students from his program.
Bob can be reached at: rmdonnelly@aol.com, or on his LinkedIn platform. He is available to help anyone struggling to survive in the new world of work.