Synopses & Reviews
What separates a brand from a mere product? In this updated and revised new edition of ""Branding: A practical guide to planning your strategy,"" Geoffrey Randall poses this question. Examining leading brands such as Coca-Cola and IBM, he argues that the difference lies in providing a perceived quality and an ability to respond to changes in consumer tastes. The book examines these issues and provides practical help and advice on planning and launching a brand. It analyses the impact of the global market on branding and discusses how new brands can be planned and launched. The Internet is also explored and its effects on existing and new brands are discussed. Further practical advice is also included such as how to: * Advertise and promote a brand * Launch brands in service businesses and in business-to-business markets * Make an impact on a global market * Conduct brand planning and create a successful corporate strategy * Assess the impact of e-commerce and the Internet on brands and branding
Synopsis
Branding is now central to the strategies of fast-moving consumer goods (FMCG) companies, those in the service sector and to business-to-business markets. At any interface with the customer, the brand experience is recognised as crucial - no organization can afford to neglect the image of their organization.
About the Author
Geoffrey Randall is a leading marketing consultant with expertise in the supermarket industry. He is a graduate of the Harvard Business School's International Teachers Program. Together with Andrew Seth, he is the author of The Grocers (now in its 3rd edition) and Supermarket Wars (2005). Table of Contents
What is a brand?
The value of brands
Challenges to brands
Consumers and brands
Brand stretching and brand extensions
Advertising, promotion and the brand
The role of retailers
Branding in service businesses
Branding in business-to-business markets
The company and the brand
International and global brands
Brand planning
Organizing for branding