The Handbook Of Brand Management

by Arnold, David

• ISBN13: 9780201632798
• ISBN10: 0201632799
• Format: Hardcover
• Copyright: 1993-03-21
• Publisher: Basic Books

Summary

Establishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value.The Handbook of Brand Managementexplains the ins and outs of managing brand names in today's fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers' actual questions about brands, this essential guide combines expert advice with the stories of thirteen successful companies from around the world.This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?).For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand name's financial value. They find insights in the examples of Schering-Plough "stretching" the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers' minds, and many other popular brand-name products.

Author Biography

David Arnold, M.B.A., taught marketing and strategic management courses at the Ashbridge Management College, one of the U.K.’s leading business schools. His consulting clients have included Lloyds Bank, ICI Parts, Hoechst, and the Thames Water Authority. He is now a doctoral candidate at the Harvard Business School.

Table of Contents

List of Figures
List of Tables
Foreword
Introduction: Brands - The Newest Assets
Acknowledgments
Understanding Branding	p. 1
The Anatomy of a Brand	p. 14
The Brand Management Process	p. 31
Using Research to Understand Markets	p. 41
Identifying Target Customers - Understanding Segmentation	p. 69
Brand Positioning	p. 90
The Scope of a Brand - Brand Stretching	p. 131
The Role of Promotion	p. 158
Spending Money on Promotion	p. 188
Brand Valuation	p. 211
The Globalization of Brands	p. 227
Glossary	p. 247
Index	p. 251
Table of Contents provided by Blackwell. All Rights Reserved.