Brand Transformation

Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy

Keith Glanfield (Autor)

Buch | Softcover

230 Seiten

2018
Routledge (Verlag)
978-1-138-06430-0 (ISBN)

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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

Dr Keith Glanfield is Lecturer in Strategic Brand Management and Identity at Aston University, UK. Dr Glanfield researches the transformation and optimisation of an organisation’s brands to improve organisational performance, sustainability and stakeholder satisfaction. Researching in partnership with organisations such as John Lewis, Waitrose and Harris Interactive Keith’s research is focussed on developing and enhancing marketing practice. His work is published in academic journals and widely presented at academic conferences.

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

Erscheinungsdatum	13.06.2018
Zusatzinfo	17 Tables, black and white; 88 Line drawings, black and white; 88 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	156 x 234 mm
Gewicht	400 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
ISBN-10	1-138-06430-0 / 1138064300
ISBN-13	978-1-138-06430-0 / 9781138064300
Zustand	Neuware