{"product_id":"competitive-branding-isbn-9780471984573","title":"Competitive Branding","description":"\"Torsten H. Nilson's new book Competitive Branding contains usefulinformation on two of the hottest words in marketing, \"competitive\"and \"branding\". It's a must read.\" Jack Trout, President of Trout\u0026amp; Partners Ltd USA, and global marketing strategist. \"With theincreasing recognition that brands are assets that have to beactively managed, we all need keys to unlock the processes formanaging brands in a disciplined way. This book opens the doors!\"Raoul Pinnell, Global Head of Brands and Communications, ShellInternational Petroleum Company Ltd. \"Branding is increasinglyrecognized as the essence of marketing. This book will give youplenty of ideas on how to build, grow, and perpetuate your brands.\"Philip Kotler, S.C. Johnson \u0026amp; Son Distinguished Professor ofInternational Marketing, J.L. Kellogg Graduate School ofManagement, Northwestern University, USA. In his new book TorstenH. Nilson provides solid, practical and well-founded good adviceand methods for building brands cost-effectively - brands that willsucceed in the increasingly competitive market place. This bookwill help the reader to:\u003cbr\u003e * create and implement a programme to build a competitivebrand\u003cbr\u003e * understand how brands are created, building the value of thebrands\u003cbr\u003e * use all the different parts of the marketing mix to build thepower of the brand\u003cbr\u003e The focus of Competitive Branding is not so much \"how to do theabove\" but more \"what to do\" to achieve success. Torsten H. Nilsonhas developed a conceptual framework based on his vast experience -not only does this aspect set the book apart from others on thissubject but it gives the reader the opportunity to consider all thestrategic aspects of branding in the context of their organization.The busy professional will find this enlightening book, which isillustrated with truly inspirational examples and cases, one of themost useful in developing a successful competitive brand.Anbieter haben es immer schwerer, neue Marken und damit eine überzeugende Identität nachhaltig am Markt zu etablieren. Der Autor, ein erfahrener Consultant im internationalen Geschäft, zeigt dem Leser, wie er seine Marktanteile ausweitet und Wettbewerbsvorteile gewinnen kann: Die Formel heißt Aufwertung des Markennamens. Theorien sowie Hilfmittel und Techniken werden an zahlreichen Fallstudien erläutert. (8\/98)\u003cbr\u003e  THE BASICS -\u003cbr\u003e VALUE-ADDED MARKETING.\u003cbr\u003e \u003cbr\u003e Competitive Branding and Cost-Effective Marketing.\u003cbr\u003e \u003cbr\u003e The Three Phases of Marketing.\u003cbr\u003e \u003cbr\u003e The Importance of Being Number 1.\u003cbr\u003e \u003cbr\u003e Brand Management -\u003cbr\u003e Creating Preference.\u003cbr\u003e \u003cbr\u003e Value-added Marketing.\u003cbr\u003e \u003cbr\u003e Understand!\u003cbr\u003e \u003cbr\u003e COMPETITIVE BRAND DEVELOPMENT.\u003cbr\u003e \u003cbr\u003e Why Branding?\u003cbr\u003e \u003cbr\u003e The Origins of Branding -\u003cbr\u003e A (Very) Brief History.\u003cbr\u003e \u003cbr\u003e Building Brands.\u003cbr\u003e \u003cbr\u003e The Brand Values.\u003cbr\u003e \u003cbr\u003e Pricing in the Brand Development Process.\u003cbr\u003e \u003cbr\u003e Brand Terminology.\u003cbr\u003e \u003cbr\u003e The Brand Hierarchy.\u003cbr\u003e \u003cbr\u003e Brand Stretching.\u003cbr\u003e \u003cbr\u003e International Brand Strategies.\u003cbr\u003e \u003cbr\u003e Managing the Brand Development Process.\u003cbr\u003e \u003cbr\u003e MAKING THE BRAND COMPETITIVE.\u003cbr\u003e \u003cbr\u003e Getting the Foundation Right.\u003cbr\u003e \u003cbr\u003e The Marketing Mix.\u003cbr\u003e \u003cbr\u003e Product Development -\u003cbr\u003e An Introduction.\u003cbr\u003e \u003cbr\u003e New Product Development (NPD).\u003cbr\u003e \u003cbr\u003e Old Product Development (OPD).\u003cbr\u003e \u003cbr\u003e Communication -\u003cbr\u003e An Introduction.\u003cbr\u003e \u003cbr\u003e Personal Selling.\u003cbr\u003e \u003cbr\u003e Sales Promotion.\u003cbr\u003e \u003cbr\u003e Advertising.\u003cbr\u003e \u003cbr\u003e PR -\u003cbr\u003e Public Relations.\u003cbr\u003e \u003cbr\u003e Word-of-Mouth.\u003cbr\u003e \u003cbr\u003e Direct Marketing.\u003cbr\u003e \u003cbr\u003e Design.\u003cbr\u003e \u003cbr\u003e Distribution.\u003cbr\u003e \u003cbr\u003e Generating Revenues.\u003cbr\u003e \u003cbr\u003e Managing the Brand.\u003cbr\u003e \u003cbr\u003e Conclusions.\u003cbr\u003e \u003cbr\u003e Reading Suggestions.\u003cbr\u003e \u003cbr\u003e Index.  Torsten H. Nilson is Founder and Managing Director of Nilson Consulting Ltd, a UK consultancy specializing in the development of marketing strategies, brand and concept development. The client list includes some of the best known international \"blue chip\" companies. He is also an appreciated lecturer at conferences and seminars around the world. Prior to setting up Nilson Consulting Torsten H. Nilson worked for the Nestlé Company in senior marketing positions across Europe. Developing strong brands is one of the most cost-effective ways of achieving success. Like most good and useful ideas, the basic concept of branding is a simple one. The brand is the symbol of a company or product(s) and a tool to build and communicate the trust and reputation of these items and\/or services. The challenge is to avoid complicating the branding process too much and to ensure that the creation and implementation - making the brand competitive - is done with the right mix of creative flair and systematic marketing. This book, clearly written and fully illustrated with cases and examples from international organizations, provides the necessary advice for anyone charged with the responsibility of developing their organization's brand.  \"Torsten H. Nilson's new book Competitive Branding contains useful information on two of the hottest words in marketing, \"competitive\" and \"branding\". It's a must read.\" Jack Trout, President of Trout \u0026amp; Partners Ltd USA, and global marketing strategist. \"With the increasing recognition that brands are assets that have to be actively managed, we all need keys to unlock the processes for managing brands in a disciplined way. This book opens the doors!\" Raoul Pinnell, Global Head of Brands and Communications, Shell International Petroleum Company Ltd. \"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 \u0026amp; Son Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University, USA. 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:\u003cbr\u003e * create and implement a programme to build a competitive brand\u003cbr\u003e * understand how brands are created, building the value of the brands\u003cbr\u003e * use all the different parts of the marketing mix to build the power of the brand\u003cbr\u003e 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.","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988958298341,"sku":"NP9780471984573","price":80.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471984573.jpg?v=1761782208","url":"https:\/\/k12savings.com\/products\/competitive-branding-isbn-9780471984573","provider":"K12savings","version":"1.0","type":"link"}