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Competitive Branding: Winning in the Market Place with Value-Added Brands (Конкурентный брендинг: завоевание места на рынке за счет ценности бренда)

Опубликовано на портале: 30-10-2003
USA: John Wiley & Sons, 1998
Тематический раздел:
Competitive Branding is a basic branding guide from a former senior marketer at Nestlé. In his new book Torsten H. Nilson provides solid, practical and well-founded good advice and methods for building brands cost-effectively - brands that will succeed in the increasingly competitive market place. This book will help the reader to:

* create and implement a programme to build a competitive brand;
* understand how brands are created, building the value of the brands;
* use all the different parts of the marketing mix to build the power of the brand.

The focus of Competitive Branding is not so much "how to do the above" but more "what to do" to achieve success. Torsten H. Nilson has developed a conceptual framework based on his vast experience - not only does this aspect set the book apart from others on this subject but it gives the reader the opportunity to consider all the strategic aspects of branding in the context of their organization. The busy professional will find this enlightening book, which is illustrated with truly inspirational examples and cases, one of the most useful in developing a successful competitive brand

Книга, написанная практиком для практиков. В ней Вы найдете практические советы и рекомендации по всем стратегическим аспектам брендинга:
-по созданию брендов в условиях высококонкурентной среды;
-по созданию ценности бренда;
-по использованию различных элементов комплекса маркетинга для создания сильных брендов.


"Branding is increasingly recognized as the essence of marketing. This book will give you plenty of ideas on how to build, grow, and perpetuate your brands."

Philip Kotler,
S.C. Johnson & Son Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University, USA
The Basics - Value-Added Marketing.
Competitive Brand Development.
Making The Brand Competitive.
Reading Suggestions.