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CONTENTS List of Figures List of Tables Dedication Acknowledgements Preface Chaptert 1 Setting the context Thinking about what is a strong brand Chapter 2 Competition The changing nature of markets Action Point: Assessment of market changes Chapter 3 Communication in context The marketing drivers of brands Action Point: Leverage and Vulnerability Analysis Chapter 4 Users and Usage Identifying the source of business Action Point: Source of Business Analysis Chapter 5 Segmentation Defining the dimensions of target groups Action Point: Defining the Target Group Chapter 6 Understanding the Consumer Why they buy or don't buy Action Point: Analysis of Consumer Roles and Barriers Chapter 7 Differentiators and Motivators Discovering what can change the consumers' mind Action Point: Proposition Analysis Chapter 8 Positioning Identifying what can make your brand unique Action Point: Positioning Grid and Brand Essence Chapter 9 Beyond Positioning Identifying what can make your brand unique Action Point: Emotional bonds and Archetypes Chapter 10 The Brief - The Creative Springboard Pulling all the threads together Action Point: Writing The Creative Brief Chapter 11 Managing A Brand Over Time Coping with a dynamic world Index
Library of Congress Subject Headings for this publication:
Advertising -- India.