- ISBN: 9780137128167 | 0137128169
- Cover: Paperback
- Copyright: 10/10/2008
The quick, complete, easy-to-use guide to brand management!- 51 bite-size, fast-paced insights and realistic solutions for building any brand in any marketplace.- Coverage of everything that matters, from positioning through packaging, marketing through metrics.- Easy to read, up-to-date, and practical: distils the entire field of brand management into what you need to succeed!
Dr. Brian D. Till is the Steber Professor of Marketing and Chair of the Marketing Department at Saint Louis University. He holds a B.S. in Advertising and an M.B.A. from the University of Texas at Austin. His Ph.D. is from the University of South Carolina. At Saint Louis University, he teaches primarily marketing strategy and advertising courses to M.B.A. students. His research is in the areas of celebrity endorsements, associative learning, and brand equity. He has published in Journal of Advertising, Journal of Advertising Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Consumer Marketing, Journal of Current Issues and Research in Advertising, Sport Marketing Quarterly, Journal of Product & Brand Management, and Psychology & Marketing. Dr. Till serves on the editorial review boards of Journal of Advertising and Psychology & Marketing.
Prior to his university career, Dr. Till worked in brand management at Purina. He continues to serve as a marketing strategy and advertising consultant. Previous clients include Energizer, Monsanto, AT&T, Boa Construction, Charter Communication, Concordia Publishing House, Squeaky Clean Car Wash, and Medicine Shoppe International. He is active in the community, with recent nonprofit board appointments with the Stella Maris Child Center (where he recently completed four years as board president) and Forest ReLeaf of Missouri. Dr. Till is also a founding principal of the Brand Cartography Group, a market research firm that specializes in research designed to provide strategic insight into the structure of brands.
Dr. Till is single, and in his free time enjoys travel, his historic home, and outdoor activities such as running, flying, and motorcycle riding.
Donna Heckler is the Brand Strategy Lead for Monsanto, where she leads the company in its brand building and brand portfolio management. Ms Heckler has a B.A. in Zoology from DePauw University and an M.B.A. in Marketing from Indiana University.
Ms. Heckler has provided strategic brand guidance for a variety of firms. She has worked for Energizer Batteries to lead brand efforts both domestically and internationally. She led the brand marketing domestically and internationally for a division of Cardinal Health. She also led brand activities for Kimball Office.
Ms. Heckler had a brand strategy consulting firm for a number of years, where she supported such clients as The Clorox Company, Emerson Electric, Maritz, Inc., The American Red Cross, and Ralston Purina.
Ms. Heckler is actively involved in the community and supports a number of art institutions. She currently serves on the Alumni Board for the Kelley School of Business at Indiana University. She is a board member for the Center for Brand Leadership and The International Institute of Greater St. Louis. She also sits on the Alumni Board for Indiana University.
Ms. Heckler loves traveling, experiencing new cultures, and art. An avid animal lover, she lives with two cats–Honey and Muffin.
| Preface | p. ix |
| Managing brands is not common sense | p. 1 |
| No one loves your brand as much as you love it | p. 5 |
| The brand is not owned by marketing; everyone owns it | p. 9 |
| Making more by doing less | p. 13 |
| Does your brand keep its promise? | p. 17 |
| Price is the communication of the value of your brand | p. 21 |
| Brand personality is the emotional connection with your brand | p. 25 |
| Does your sales force know the difference between a product and a brand? | p. 29 |
| Beware of the discounting minefield | p. 33 |
| Packaging protects your product; great packaging protects your brand | p. 37 |
| Brand management is association management | p. 41 |
| The retail experience is the brand experience | p. 45 |
| Corporate ego: Danger ahead | p. 49 |
| Brand metrics: Best measure of success? | p. 53 |
| Customer complaints are a treasure | p. 57 |
| Brand stewardship begins at home | p. 61 |
| Market share doesn't matter | p. 65 |
| Avoid the most common segmentation mistake | p. 69 |
| Public relations and damage control: The defining moment | p. 73 |
| Focus equals simplicity | p. 77 |
| Marketing is courtship, not combat | p. 81 |
| Don't sacrifice brand focus for sales | p. 85 |
| The medium is not the message; the message is the message | p. 89 |
| Brand development and the small business | p. 93 |
| Imitation is an ineffective form of flattery | p. 97 |
| Positioning lives in the mind of your target customer | p. 101 |
| The value of brand loyalty | p. 105 |
| Quality is not an effective branding message | p. 109 |
| Effective use of celebrity endorsers: The fit's the thing | p. 113 |
| Brand-building consumer promotion | p. 117 |
| Advertising built for the long run | p. 121 |
| A service brand is a personal brand | p. 125 |
| Is your brand the best at something? If so, be satisfied | p. 129 |
| Great positionings are enduring | p. 133 |
| Effective branding begins with the name | p. 137 |
| Your brand makes your company powerful, not the other way around | p. 141 |
| Be consistent but not complacent | p. 145 |
| Is your brand different? If not, why will someone buy it? | p. 149 |
| The three M's of taglines: Meaningful, motivating, and memorable | p. 153 |
| Customer service is the touch point of your brand | p. 157 |
| Smaller targets are easier to hit | p. 161 |
| Beware of the allure of brand extensions | p. 165 |
| Keep advertising simple, but not simplistic | p. 169 |
| It's a long walk from the focus group room to the cash register | p. 173 |
| Repositioning can be a fool's chase | p. 177 |
| With advertising, don't expect too much | p. 181 |
| Don't let testing override judgment | p. 185 |
| Effective advertising is 90% what you say, 10% how you say it | p. 189 |
| Compromise can destroy a brand | p. 193 |
| Don't let the pizazz outshine the brand | p. 197 |
| There are no commodity products, only commodity thinking | p. 201 |
| References | p. 205 |
| Acknowledgments | p. 209 |
| About the Authors | p. 210 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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