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Brand name products --- Management. --- merken --- marketingstrategie --- integrated marketing --- 658.81.1 --- Product management. Brand management --- Management

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Brand name products --- 658.81.1 --- 659.126 --- 659.126 Trade marks. Logos. House colours etc. --- Trade marks. Logos. House colours etc. --- Management --- Product management. Brand management --- Product strategy

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In this long-awaited book from the world's premier brand expert and author of the seminal work 'Building Strong Brands,' David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions. Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following: • Brands are underleveraged • The business strategy is at risk because of inadequate brand platforms • The business faces a relevance threat caused by emerging subcategories • The firm's brands are tired and bland • Strategy is paralyzed by a lack of priority among the brands • Brands are cluttered and confusing to both customers and employees • The firm needs to move into the super-premium or value arenas to create margin or sales volume • Margin pressures require points of differentiation Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. 'Brand Portfolio Strategy' is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Brand name products --- Branding (Marketing). --- Management. --- Marketing. --- Planning. --- Valuation --- merkartikelen --- Product strategy --- productstrategie --- merkimago --- merken --- Branding (Marketing) --- 658.81.1 --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business names --- Commercial products --- Trademarks --- Marketing --- Advertising --- Management --- Planning --- Valuation&delete& --- Product management. Brand management --- Reclame --- Merkbeleid --- Merken --- Merkstrategieën --- Database marketing --- Marketingstrategieën --- Merk --- Merkstrategie --- Marketingstrategie

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This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.Bron : http:/:www.bol.com

Branding (Marketing). --- marketing --- merkdenken --- marketingbeleid --- marketingstrategie --- Product strategy --- creativiteit --- merkbeleid --- productstrategie --- Productstrategie --- afzetmarkten --- klanten --- verkoop --- debouches --- clients --- vente --- Merken --- Marketing --- Branding (Marketing) --- 658.81.1 --- 658.811 --- verkoopmanagement --- merkenmanagement --- Brand name products --- Advertising --- Product management. Brand management --- verkoopkunde --- Marktonderzoek --- Marketingresearch --- Branding --- Marketingstrategieën --- PXL-Research 2019 --- marketing, marktonderzoek --- branding --- merkpositionering --- Merk --- Marketingstrategie --- Financiewezen

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New products --- Consumers' preferences --- Innovatiediffusie. --- Marketing --- Mathematical models. --- Social aspects. --- Social aspects --- 658.81.1 --- New product development --- NPD (Marketing) --- Product development --- Products, New --- Commercial products --- Industrial design --- Brand preferences --- Choice (Economic theory) --- Choice of product --- Preferences, Consumers' --- Product choice --- Consumer behavior --- Consumers --- Revealed preference theory --- Social aspects&delete& --- Mathematical models --- Marketing&delete& --- Product management. Brand management --- Attitudes --- Lancement de produit