The Truth About Managing Brands brings together 52 'truths' to successfully manage and build brands in any industry or market environment. Leading brand researcher Brian D. Till reveals how to: define your brand promise name and position new brands determine when, if, and how to reposition existing brands package products to support your brands manage the retail experience even measure the power of brands and the effectiveness of campaigns.
Along the way, the book reveals how to avoid the disastrous branding blunders too many companies make: mistakes in research, promotion, advertising, brand extension, segmentation, market share strategies, and more. Part of the successful Truth About Series. Each title covers an entire field of knowledge in a sharp and entertaining way.
With approximately 50 honest answers to important questions in every book, you will find yourself thinking aha' as you read each page. The Truth and nothing but The Truth.
Table of Contents
1. Great Products Make Great Brands 2. The Brand is Not Owned by Marketing; Everyone Owns It 3. Making More by Doing Less 4. Does Your Brand Keep Its Promise? 5. Price is the Communication of the Value of Your Brand 6. Brand Personality is the Emotional Connection with Your Brand 7. Does Your Sales Force Know the Difference Between a Product and a Brand? 8. No One Loves Your Brand as Much as You Love It 9. Beware the Discounting Minefield 10. Packaging Protects Your Product; Great Packaging Protects Your Brand 11. Brand Management is Association Management 12. The Retail Experience is the Brand Experience 13. Corporate Ego: Danger Ahead 14. Brand Metrics: Best Measure of Success? 15. Customer Complaints are a Treasure 16. Brand Stewardship Begins at Home 17. Market Share Doesn't Matter 18. Avoid the Most Common Segmentation Mistake 19. Public Relations and Damage Control: The Defining Moment 20. Focus Equals Simplicity 21. Marketing is Courtship, Not Combat 22. Don't Sacrifice Brand Focus for Sales 23. The Medium is Not the Message; The Message is the Message 24. Brand Development and the Small Business 25. Imitation is an Ineffective Form of Flattery 26. Positioning Lives in the Mind of Your Target Customer 27. The Value of Brand Loyalty 28. Quality is Not an Effective Branding Message 29. Effective Use of Celebrity Endorsers: The Fit's the Thing 30. Brand Building Consumer Promotion 31. Advertising Built for the Long Run 32. A Service Brand is a Personal Brand 33. Is Your Brand the Best at Something? If So, be Satisfied 34. Great Positionings are Enduring 35. Effective Branding Begins with the Name 36. Your Brand Makes Your Company Powerful, Not the Other Way Around 37. Be Consistent But Not Complacent 38. Is Your Brand Different? If Not, Why Will Someone Buy It? 39. The Three M's of Taglines: Meaningful, Motivating, and Memorable 40. Customer Service is the Touch Point of Your Brand 41. Smaller Targets are Easier to Hit 42. Beware the Allure of Brand Extension 43. Keep Advertising Simple, but Not Simplistic 44. It's a Long Walk from the Focus Group Room to the Cash Register 45. Repositioning can be a Fool's Chase 46. With Advertising Don't Expect Too Much 47. Don't Let Testing Override Judgment 48. Effective Advertising is 90% What You Say, 10% How You Say It 49. Compromise Can Destroy a Brand 50. Don't Let the Pizzazz Outshine the Brand 51. There are No Commodity Products, Only Commodity Thinking 52. Managing Brands Is Not Common Sense
Dr Brian Till is Associate Professor & Department Chair, Marketing at Saint Louis University. He is an academic with a specific interest marketing strategy and advertising management Donna Heckler's career focuses on consumer brand marketing. She currently leads the marketing efforts for Kimball Office.