Brand rejuvenation : how to protect, strengthen & add value to your brand to prevent it from ageing
著者
書誌事項
Brand rejuvenation : how to protect, strengthen & add value to your brand to prevent it from ageing
Kogan Page, 2006
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注記
Includes bibliographical references (p. [225]-234) and index
HTTP:URL=http://www.loc.gov/catdir/toc/ecip063/2005033280.html Information=Table of contents only
内容説明・目次
内容説明
Brand Rejuvenation highlights the ageing problem that every brand can potentially face and investigates how companies can take steps to counter the ageing process. For brands today, the battle for survival is never-ending - there are millions of brands around the world and not enough space on the shelves and/or in the consumer's mind to welcome and nurture them. This book provides brand managers with lots of ideas and practical advice on how to implement brand rejuvenation and ageing prevention strategies.
目次
part 1 the causes of ageing 1 auditing an 'old' brand the standard life cycle of a brand perception and evaluation criteria in brand ageing deploying ad hoc information systems to detect the first signs of ageing fast-moving consumer goods (fmcg): possible traps that can be avoided luxury products: an increasingly frequent potential pitfall retaining or killing off the brand: the ultimate test 2 the perceived age of a brand 3 brand advertising using tv and film stars to assist the brand 4 the brand's target market balancing the client portfolio: a daily fight against pareto 5 the brand's products ageing because of a declining range ageing as a result of a product in decline part 2 rejuvenation factors success factor no.1: a coherent strategy back to the future: how do you turn the clock back at the right time? 6 environment and nature of rejuvenation time: an unpredictable rejuvenation factor 7 modifying the brand's identity brand identity: a starting point for strategic analysis generic brand names: an imperative need for rebirth brand characters 8 the dynamizing of advertising favouring advertising above all other tools using celebrities to rejuvenate a brand using education to combat ageing attributable to competitors' dynamism co-branding: an original solution requiring careful attention rejuvenation by modernizing the brand's visual identity distribution: a lever that naturally complements advertising too much advertising = guaranteed boomerang effects 9 renewing the target market rejuvenation by adding more young people to the marketing mix: a logical move rejuvenation by ageing the marketing mix a little: a paradox? a vital step: involve the brand's internal target market can the brand become a factor of absolute differentiation? 10 the growth of the product portfolio range extensions and brand extensions: rejuvenation solutions? the specific case of store brands do you always have to follow or create the fashion to achieve rejuvenation? rejuvenation with the help of brand revitalizers part 3 the strategy to prevent ageing the question of image 11 staying young: a need or a desire? brand identity or produc
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