Coverart for item
The Resource The truth about creating brands people love, Brian D. Till and Donna Heckler

The truth about creating brands people love, Brian D. Till and Donna Heckler

Label
The truth about creating brands people love
Title
The truth about creating brands people love
Statement of responsibility
Brian D. Till and Donna Heckler
Creator
Contributor
Author
Subject
Language
eng
Member of
Cataloging source
UMI
http://library.link/vocab/creatorDate
1960-
http://library.link/vocab/creatorName
Till, Brian
Index
no index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1963-
http://library.link/vocab/relatedWorkOrContributorName
Heckler, Donna
http://library.link/vocab/subjectName
Branding (Marketing)
Label
The truth about creating brands people love, Brian D. Till and Donna Heckler
Link
http://databases.mvlc.org/connect/safari?uiCode=&xmlId=9780136064336
Instantiates
Publication
Copyright
Bibliography note
Includes bibliographical references (pages 205-207)
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Managing 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
Control code
ocm428739829
Dimensions
unknown
Extent
online resource (1 volume)
Form of item
electronic
Isbn
9780136064336
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
CL0500000044
System control number
(OCoLC)428739829
Label
The truth about creating brands people love, Brian D. Till and Donna Heckler
Link
http://databases.mvlc.org/connect/safari?uiCode=&xmlId=9780136064336
Publication
Copyright
Bibliography note
Includes bibliographical references (pages 205-207)
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Managing 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
Control code
ocm428739829
Dimensions
unknown
Extent
online resource (1 volume)
Form of item
electronic
Isbn
9780136064336
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
CL0500000044
System control number
(OCoLC)428739829

Library Locations

    • Merrimack Valley Library ConsortiumBorrow it
      4 High Street, Suite 175, North Andover, MA, 01845, US
      42.7009413 -71.1255084
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