Effective Brand Building
Kogan Page Ltd (Verlag)
978-1-3986-1857-2 (ISBN)
How can senior marketing leaders drive sustained brand growth amid shifting industry priorities?
Effective Brand Building offers strategic, authoritative guidance to executives committed to transforming brand investment into long-term, measurable results. As short-term tactics dominate, this book refocuses on proven frameworks and governance models that align brand strategy with overarching business objectives.
You'll learn how to:
- Apply best-practice models to embed brand building within organizational processes
- Leverage expert insights from award-winning marketer Andrew Geoghegan
- Use data-led approaches to measure impact and maximize ROI
- Analyze real-world examples from McDonald's, Apple, Mondelez and Unilever
- Develop leadership strategies that deliver consistent, scalable growth
This essential guide equips senior professionals with the tools to lead brand initiatives that deliver reliable, repeatable results, securing competitive advantage and lasting market relevance.
Themes include: Brand building strategy, Governance, ROI measurement, Leadership, data-driven decision making, industry best practices
Andrew Geoghegan is an experienced CMO and brand strategist who has held senior roles at businesses including Diageo, PepsiCo, William Grant & Sons, and PZ Cussons. Based in London, UK he has worked on brands including Guinness, Johnnie Walker and Tropicana. His paper on creating a culture of effectiveness at Diageo won Gold, Best New Learning, and Best Use of Data from the IPA in 2020 and in 2022 and 2023 he was recognised as one of the top 100 marketers by Marketing Week. He has written a regular column for Marketing Week since 2018.
Section - ONE: Introduction to effective brand building;
Chapter - 01: What is effective brand building and why is it important?;
Chapter - 02: What are the fundamentals of consumer behaviour?;
Chapter - 03: What are the conditions required for brands to thrive in my organization?;
Chapter - 04: How do I ensure I have the right marketing capability?;
Chapter - 05: What are the characteristics of effective brands?;
Chapter - 06: How can understanding brand strength and the drivers of consumer demand help effective brand building?;
Chapter - 07: Consumer insights;
Section - TWO: Creating an effective brand strategy – where to win;
Chapter - 08: What is brand strategy?;
Chapter - 09: What is the situation my brand faces?;
Chapter - 10: What is my brand’s ambition?;
Chapter - 11: How do I prioritize opportunities for growth?;
Chapter - 12: What are the fundamentals of an effective brand strategy?;
Section - THREE: How to win and keep winning;
Chapter - 13: What are the fundamentals of creative ideas and media connections?;
Chapter - 14: How do I turn strategy into a plan?;
Chapter - 15: How do I bring the plan together?;
Chapter - 16: How do I approach measurement?;
| Erscheinungsdatum | 31.12.2024 |
|---|---|
| Vorwort | Syl Saller |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Gewicht | 400 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-3986-1857-8 / 1398618578 |
| ISBN-13 | 978-1-3986-1857-2 / 9781398618572 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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