Books about Brand driven from Amazon.com

How to use brands to gain and sustain competitive advantage

Companies today face a dilemma in marketing The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands.

Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations..
Price: $13.97 [Notify me when price goes down.]

Why every business needs a clear and compelling purpose— and how to get one

With a purpose in place, decision making becomes easier. You can look at an opportunity or a challenge and ask yourself, Is this the right thing to do given our purpose? Does this further our cause? If it does, embrace it. If not, kick it out on its ass.

As one of the country’s most successful ad execs, Roy Spence is an expert on “winning on purpose”— articulating a goal beyond making money that focuses an entire company. His agency helped Wal-Mart define its purpose as saving people money so they could live better; and helped Southwest Airlines realize their true purpose of democratizing the skies.

A company with purpose is a deeply satisfying place to work. You can sense it in the assuredness of front-line employees, the passion of leaders, and the satisfaction of customers. Innovation becomes easier and there’s stability even in tough times.

Now Spence and Rushing share their insider insights and case studies to show readers how to discover their own purpose and apply it to everything they do. This isn’t “soft stuff”—it’s the secret to deeper employee engagement, stronger marketplace focus, and a healthier bottom line..
Price: $17.13 [Notify me when price goes down.]

In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn— two of the nation's foremost experts on brands— map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.

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Price: $16.00 [Notify me when price goes down.]

Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical.

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The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz And Company, Leslie Moeller and Edward Landry, reveal the �4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to:

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• Understand, classify, and choose Analytics.
• Put the analytics to work with the right decision-support Systems And Tools.
• Establish Processes that integrate the analytics and tools into operations .
• Use Organizational Alignment to assure company-wide acceptance and execution of the system

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To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company.

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By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.

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Price: $23.12 [Notify me when price goes down.]

What is a brand advocate and how do you become one? Author Bill Nissim answers these questions and shows you how to become a successful brand advocate in the strategy-driven workbook, The Brand Advocate.

In each chapter, Nissim unveils the essentials of branding while encouraging you to reflect on your current situation. More importantly, the book compels you to actively respond to his questions by means of an interactive approach. Nissim takes his accumulated professional experience and education in this field and condenses it into building blocks that help you create a powerful brand strategy for your organization. Topics include:

• The basics of branding
• Branding essentials
• Market analysis
• Traps and pitfalls
• ROI and other brand metrics
• And much more!

In order to be successful, companies must elevate branding to a strategic position within the organization. The Brand Advocate will guide you through the steps of building a successful brand.

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Price: $6.81 [Notify me when price goes down.]

A sequel to the authors' highly acclaimed book" Integrated Branding," "Brand Driven" gives leaders at all levels the tools for integrating their entire organization with their brand. It shows how leaders, from the mailroom to the boardroom, can play an important role in the organization's ability to build and communicate a strong brand..
Price: $2.66 [Notify me when price goes down.]

To get the full benefit of branding, companies must actually "live" the brands they sell. This approach is called integrated branding and it's not just a communications strategy. Companies must demonstrate to themselves and their customers that its brands are what the company is. The Brand and the company are inseparable, and that realization must pervade the entire organization, from new product development to human resource management. Integrated branding is a way of operating, an overall way of doing business, and a way to make certain a company's products are based on the right answers to two mutually reinforcing questions: What do customers value and what does the company do best in relation to what the customers want? The tools to accomplish these goals are called "drivers." LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Not just for marketing directors, strategy planners and executive policy makers will also find this to be an essential resource in their quest to increase market leadership and to enhance the bottom line. Through their integrated brand model, LePla and Parker discuss both organization drivers and brand drivers. They see the process as a research-driven one that gets everyone in the organization contributing to the effectiveness of its brands. With brand tools accepted throughout the company, people can determine more easily and accurately whether their decisions and actions will actually further the brand. The authors show how different companies apply their model in different ways. LePla and Parker also include discussions of how to determine brand structure, how an integrated brand applies to marketing communications, and how integrated brands can help companies when they go public..
Price: $3.99 [Notify me when price goes down.]

This digital document is an article from Household & Personal Products Industry, published by Thomson Gale on December 1, 2005. The length of the article is 990 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Product innovation: the cosmetics and toiletries market is driven by newness and novelty as brands compete to capture the consumer's attention.
Author: Imogen Matthews
Publication:Household & Personal Products Industry (Magazine/Journal)
Date: December 1, 2005
Publisher: Thomson Gale
Volume: 42 Issue: 12 Page: 48(2)

Distributed by Thomson Gale.
Price: $5.95 [Notify me when price goes down.]

This digital document is an article from NZ Business, published by Profile Publishing Ltd. on May 1, 2005. The length of the article is 2068 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Image driven: in today's cluttered commercial world, your company image is the key differentiator. It pays to get it right, as Patricia Moore reports.(corporate image management)
Author: Patricia Moore
Publication:NZ Business (Magazine/Journal)
Date: May 1, 2005
Publisher: Profile Publishing Ltd.
Volume: 19 Issue: 4 Page: 35(3)

Distributed by Thomson Gale.
Price: $5.95 [Notify me when price goes down.]

Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital and effective component of leadership's overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better results. Our global market demands nothing less than this fully integrated approach. Convergence Marketing is the key to shifting marketing communications efforts from a cost-based to a profit-driven model and will have your CFO begging you to spend more money..
Price: $16.47 [Notify me when price goes down.]