The Truth About Brands

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The Truth About Brands
South Africa Language

The Truth About Brands

Author
Brian Till
Donna Heckler
Publishing Date
Oct 2008
Binding
Paperback
Pages
224 Pages
The Truth About Brands

The Truth About Brands

Business Finance: The Truth About Brands Distribution Details

Table of Contents

  1. Great Products Make Great Brands
  2. The Brand is Not Owned by Marketing; Everyone Owns It
  3. Making More by Doing Less
  4. Does Your Brand Keep Its Promise?
  5. Price is the Communication of the Value of Your Brand
  6. Brand Personality is the Emotional Connection with Your Brand
  7. Does Your Sales Force Know the Difference Between a Product and a Brand?
  8. No One Loves Your Brand as Much as You Love It
  9. Beware the Discounting Minefield
  10. Packaging Protects Your Product; Great Packaging Protects Your Brand
  11. Brand Management is Association Management
  12. The Retail Experience is the Brand Experience
  13. Corporate Ego: Danger Ahead
  14. Brand Metrics: Best Measure of Success?
  15. Customer Complaints are a Treasure
  16. Brand Stewardship Begins at Home
  17. Market Share Doesn’t Matter
  18. Avoid the Most Common Segmentation Mistake
  19. Public Relations and Damage Control: The Defining Moment
  20. Focus Equals Simplicity
  21. Marketing is Courtship, Not Combat
  22. Don’t Sacrifice Brand Focus for Sales
  23. The Medium is Not the Message; The Message is the Message
  24. Brand Development and the Small Business
  25. Imitation is an Ineffective Form of Flattery
  26. Positioning Lives in the Mind of Your Target Customer
  27. The Value of Brand Loyalty
  28. Quality is Not an Effective Branding Message
  29. Effective Use of Celebrity Endorsers: The Fit’s the Thing
  30. Brand Building Consumer Promotion
  31. Advertising Built for the Long Run
  32. A Service Brand is a Personal Brand
  33. Is Your Brand the Best at Something? If So, be Satisfied
  34. Great Positionings are Enduring
  35. Effective Branding Begins with the Name
  36. Your Brand Makes Your Company Powerful, Not the Other Way Around
  37. Be Consistent But Not Complacent
  38. Is Your Brand Different? If Not, Why Will Someone Buy It?
  39. The Three M’s of Taglines: Meaningful, Motivating, and Memorable
  40. Customer Service is the Touch Point of Your Brand
  41. Smaller Targets are Easier to Hit
  42. Beware the Allure of Brand Extension
  43. Keep Advertising Simple, but Not Simplistic
  44. It’s a Long Walk from the Focus Group Room to the Cash Register
  45. Repositioning can be a Fool’s Chase
  46. With Advertising Don’t Expect Too Much
  47. Don’t Let Testing Override Judgment
  48. Effective Advertising is 90% What You Say, 10% How You Say It
  49. Compromise Can Destroy a Brand
  50. Don’t Let the Pizzazz Outshine the Brand
  51. There are No Commodity Products, Only Commodity Thinking
  52. Managing Brands Is Not Common Sense
  53. http://www.dropshippers.co.za/
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