The Definitive Guide to Brand Building
Edition: 1
Copyright: 2017
Pages: 62
Edition: 1
Copyright: 2017
Pages: 62
Choose Your Format
Ebook
$44.00
$87.98
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
Robert Donnelly is an author, educator, and brand builder for businesses and individuals.
He has been teaching brand strategy in graduate and undergraduate business programs at colleges and universities for many years. He has implemented his brand building process successfully in a number of companies where he was the CEO. Donnelly took a previously unknown foreign brand and built it into the market leader and positioned the brand for sale to a Fortune 100 corporation. He has also grown the value of brand portfolios for a number of other companies.
Professor Donnelly developed an online MBA Program in Entrepreneurship for a global online university where he is a Distinguished Professor. He has developed and delivered executive briefings and seminars for Business Week and Inc. Magazine. He was featured in USA Today for his work with the INC. 500.
Earlier in his career he held executive positions with IBM, Pfizer, and EXXON. In addition to The Definitive Guide to Brand Building, he is also the author of: Guidebook to Planning – A Common Sense Approach, and Personal Brand Planning for life, both available on Amazon.
He can be reached at: rdonnelly@saintpeters.edu