Über dieses Produkt

Product Identifiers

PublisherWiley & Sons, Incorporated, John

ISBN-101118625161

ISBN-139781118625163

eBay Product ID (ePID)159925371

Product Key Features

Number of Pages256 Pages

LanguageEnglish

Publication Name60-Minute Brand Strategist : the Essential Brand Book for Marketing Professionals

SubjectConsumer Guides, Marketing / General, General

Publication Year2013

TypeNot Available

AuthorIdris Mootee

Subject AreaReference, Business & Economics

FormatHardcover

Dimensions

Item Height0.7 in

Item Weight21.9 Oz

Item Length9.2 in

Item Width6.1 in

Additional Product Features

Dewey Edition23

IllustratedYes

Dewey Decimal658.827

Intended AudienceTrade

Table Of ContentIntroduction ix 01 All About Brands 1 02 Branding in a Postmodern Culture 39 03 Strategic Perspective of Branding 55 04 Managing Brand Value 85 05 Brand Leadership 127 06 Luxury Brand Marketing 143 07 Strategic Brand Processes 175 08 Strategic Brand Assessment 213 09 Strategic Brand Audit 221 Glossary 231 About the Author 235 Index 237

SynopsisPraise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world." Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st centurys cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society." Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idriss book teaches us how to engage todays increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!" Blair Christie, SVP and CMO, Cisco Systems, Inc. "Its rare to find a book thats both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy." Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of dos and donts, including new case studies of how these concepts are being used by the worlds most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers hearts and defeat the competition., Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world." --Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society." --Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!" --Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy." --Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition., Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at theheart of corporate strategy. Brilliant insights for a fast-movingworld." --Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finelyarticulated analysis of the potential of meaningful brands in the21st century's cultural scenario and business landscape. The resultis a smart manual that reminds you and your company how to buildrelevant, authentic, sustainable, and successful brands in anevolving society." --Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasinglycynical consumers on a deeper emotional level to build real equityand leadership. He demonstrates how to break out of the box andconnect business strategy to brand strategy, and how the rightbrand story never really ends " --Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practicalbut Idris nailed it He has crafted the ultimate guide to brandbuilding in the connected world with visual clarity andthought-provoking strategy." --Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In thiseconomy ruled by ideas, the only sustainable form of leadership isbrand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the contextof business strategy, not just in marketing communications. With acombi-nation of perspectives from business strategy, customerexperience, and even anthropology, this new and updated editionoutlines the challenges traditional branding faces in ahyper-connected world. This essential handbook of brand marketingoffers an encyclopedia of do's and don'ts, including new casestudies of how these concepts are being used by the world's mostsuccessful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools andtechniques to win your customers' hearts and defeat thecompetition.

LC Classification NumberHF5415.1255