Brand babble : sense and nonsense about branding
著者
書誌事項
Brand babble : sense and nonsense about branding
Thomson/South-Western, c2004
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注記
"Racom Communications"
Includes bibliographical references and index
内容説明・目次
内容説明
Brand Babble: Sense and Nonsense about Branding is about both the good news and the bad news of branding. And, it's vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz's explode an array of myths that have been passing and passed on as branding wisdom. They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on media-by-the-ton spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches sets the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-line, financial value of the brand to the organization and its owners and shareholders. That, today, is the currency of value-based branding. Getting to it is merely a matter of cutting through all the Brand Babble, all the nonsense about brands and branding that is posing as new marketing insight.
This book will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.
目次
1. What is a Brand? 2. Who Owns the Brand? 3. Separating Hula Hoops from Viable Brands. 4. Dogs, Pigeons, Focus Groups, and Other Exotic Brand Research Techniques. 5. Mental Models, S-Curves, and Multi-tasking. 6. Reification, Abstractionism, Tribal Dances and Other Mumbo-Jumbo about Brands and Branding. 7. Avoiding the Mental Model Minefields. 8. Magic Words, Mystic Signs, an Other Incomprehensible Incantations. 9. Going Global. 10. Birth Pains and Stretch Marks. 11. Media Planning and Buying- An Arcane Science? 12. Why Branding Doesn?t Take a Ton of Media Spending. 13. Brand Tracking in the Himalayas: Nice to Know, But Not Very Useful as a Brand Measure. 14. Searching for Brand Equity in All the Right Places. 15. Future Babble. Index.
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