書籍詳細

書籍詳細




洋書

ブランド変革

Brand Transformation : Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy

Glanfield, Keith

Routledge 2018/02
224 p. 22 cm   
装丁: Pap   
版表示など: pap.    装丁について
テキストの言語: ENG    出版国: GB
ISBN: 9781138064300
装丁違いISBN: 1138064297
KCN: 1028726230
紀伊國屋書店 選定タイトル
標準価格:¥7,981(本体 ¥7,256)   
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納期について
DDC: 658.827
KDC: E250 マーケティング
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Full Description

To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm's branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results. Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm's branding. The text includes a set of six widely occurring firm "typologies" and suggests practical immediate activity on which to base a firm's implementation plan. This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers

Table of Contents

1. Brand Transformation 2. The Strategic Influence of Branding 3. Branding and Firm Performance 4. Managing Brand Complexity 5. Managing Corporate Brands 6. Managing Brand Portfolio Performance 7. Managing Brand Communication 8. Brand Transformation: Strategic issues and options 9. Brand Transformation: Strategy selection and implementation