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| brand management procter and gamble: Rising Tide Davis Dyer, Frederick Dalzell, Rowena Olegario, Dr. Rowena Olegario, Senior Research Fellow Rowena Olegario, 2004 This work features the history of brand innovation at Procter & Gamble, one of the most successful consumer goods companies in the world. A fascinating history of household brands from Ivory to Crest, and Pringles to Cascade, this book unlocks the secrets of longtime success of dozens of superstar brands that we've grown accustomed to choosing for decades. It offers practical advice. Case study sections offer lessons in: business reinvention, building new markets and capabilities, leadership transformation, brand excellence, and general management. |
| brand management procter and gamble: Playing to Win Alan G. Lafley, Roger L. Martin, 2013 Explains how companies must pinpoint business strategies to a few critically important choices, identifying common blunders while outlining simple exercises and questions that can guide day-to-day and long-term decisions. |
| brand management procter and gamble: 80/20 Brand Aaron Hackett, 2019-05-05 If we were to apply the 80/20 rule to brand management, what 20% of effort would deliver 80% of results? Aaron Hackett has been working to answer this question in a concise and easy to understand manner since he began teaching brand management at Georgia Tech in 2013. His passion has been coaching students and clients using the proven methods he learned at P&G and throughout his career.80/20 Brand is not for the casual business reader. This book is for people who are actively looking to build a brand now or in the immediate future. For this reason, students taking Professor Hackett's class must select a brand for a semester-long brand consulting project. Real world application is even more meaningful than brand theory when developing capable future brand builders.80/20 Brand does not attempt to provide a comprehensive view of brand management. The difficult, yet meaningful work of this book is getting to the core of what delivers the greatest brand success in the most efficient manner possible. The content in this book has been vetted semester after semester by students who do not settle for theoretical. |
| brand management procter and gamble: Grow Jim Stengel, 2011-12-27 Ten years of research uncover the secret source of growth and profit … Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term. Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500. Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy. Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others. Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success. |
| brand management procter and gamble: The New Strategic Brand Management Jean-Noël Kapferer, 2008 Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company. |
| brand management procter and gamble: Winning with the P&G 99 Charles L. Decker, 1999 A former brand manager shares the core practices and principles that made Proctor & Gamble the world's dominant marketing powerhouse. |
| brand management procter and gamble: Brand Management Michael Beverland, 2018-01-27 Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules. |
| brand management procter and gamble: Star Brands Carolina Rogoll, 2015-04-14 For anyone who wants to learn the fundamentals of branding in an approachable way without poring over dense text or hiring an expensive consultant, Star Brands presents a unique model that offers structured guidance and professional tips for building, managing, and marketing any brand. Created by savvy brand manager Carolina Rogoll, the star brand model is a perfect intersection of solid marketing and management theory with an approachable, visually oriented design. The author teaches step-by-step how to assess a brand’s unique challenge, how to define the brand’s equity and target, how to craft a solid brand growth strategy, and how to measure success once the brand is in the marketplace. The book includes case studies from famous star brands as well as interviews with top business school professors, advertising agency leaders, and former CEOs. Topics covered include the star brand model; leaders behind star brands; brand assessment and goal setting; defining brand equity; selecting a brand target; insights, benefits, ideas; theory from the best marketing and managing resources; marketing strategy; how to build a marketing plan; and much more, including exercise worksheets to practice on! The author combines her experience building brands at the front lines of a big multinational company with top-notch marketing and management theory. What results is an ideal primer for anyone seeking structured guidance on building a brand for a client, managing a brand, or even starting a brand for oneself. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers. |
| brand management procter and gamble: Careers in Brand Management WetFeet (Firm), 2008 |
| brand management procter and gamble: Kellogg on Branding Alice M. Tybout, Tim Calkins, 2011-01-07 The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities. |
| brand management procter and gamble: Building Insanely Great Products David Fradin, 2016-11-30 Building Insanely Great Products: Some Products Fail, Many Succeed...This is their Story is dedicated to one goal: To help you learn how you can enhance the chances of product success and reduce product failure. Steve Jobs coined the term “Building Insanely Great Products” and this book with many real-life examples tells the story of what he meant by that phrase and how every organization can build insanely great products and services. Building Insanely Great Products covers the six keys to success, how to do market research, the importance of customer loyalty, innovation and design, using personas for development and not just marketing, determining the product’s value proposition, the correct way to prioritize product features, market sizing that works, market segmentation, product positioning, distribution strategy, product lifecycle framework and process, and the customer journey and digital transformation. As Steve Johnson, the grandfather of product management training says: “... we’ve learned that companies often don’t know why they succeed and why they fail. Many rely on luck; too many rely on “HIPPO”—the highest paid person's opinion. And if you don’t know why you succeed, you won’t know how to succeed again. |
| brand management procter and gamble: Brand Management Jaywant Singh, Paurav Shukla, 2024-05-03 How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management. |
| brand management procter and gamble: The Game-Changer Lafley, A.G. & Charan, Ram, 2008 &Lsquo;A.G. Lafley Has Made Procter And Gamble Great Again&Rsquo;&Mdash;Economist &Lsquo;Ram Charan Is The Most Influential Consultant Alive&Rsquo;&Mdash;Fortune Magazine How To Increase And Sustain Organic Revenue And Profit Growth&Mdash;Whether You&Rsquo;Re Running An Entire Company Or In Your First Management Job. Over The Past Seven Years, Procter &Amp; Gamble Has Tripled Profits; Hugely Improved Organic Revenue Growth, Cash Flow, And Operating Margins; And Significantly Boosted Dividends. How? A. G. Lafley And His Leadership Team Have Integrated Innovation Into Everything Procter &Amp; Gamble Does&Mdash;Creating New Customers And New Markets. Through Eye-Opening Stories A. G. Lafley And Ram Charan Show How P&Amp;G And Companies Such As Nokia, Lego, And Ge Have Become Game-Changers. Their Inspiring Lessons Will Help You Achieve Higher Growth And Higher Margins, Tap In To Abundant Creativity Outside Your Business, Manage Risk And Integrate Innovation Into Your Decision-Making. In A World Of Unprecedented Change And Competitiveness, Innovation Is The Best&Mdash;And Arguably The Only&Mdash;Way To Win. Innovation Is Not A Separate Activity, But The Job Of Everyone In A Leadership Position And The Integral Driving Force For Any Business That Wants To Grow And Succeed. This Is A Game-Changing Book That Helps You Redefine Your Leadership. |
| brand management procter and gamble: How to Become a Proctor & Gamble Brand Manager in Asia Anna Kristina Bautista, 2012-03-14 ABOUT THE BOOK If you're considering a marketing career in Asia, whether you're a student or have a few years of work experience, Procter & Gamble is probably at the top of your list. A Fortune 500 company, P&G is known for its billion dollar brands. So, you know all their brands and their countless TV ads. You might even know a few people who work there. But you also know that P&G can be very selective in its recruitment, especially when it comes to marketing: P&G's heart and soul. EXCERPT FROM THE BOOK What P&G looks for: Grades: If you're in the top 10-15% of your class, then you're in good shape. But don't take it for granted. A resume screener who is unfamiliar with your school's grading system might not understand how impressive a magna cum laude is. Include a phrase like among the top 5% of students to make it crystal clear. If your grades aren't so great, you can compensate by having standout extracurricular activities. Analytical ability: Show this with certain experiences. Have you interned in other companies? Have you won any major competitions (big bonus points if theyre sponsored by companies such as L'Oreal, Nestle, Kraft, or HSBC)? Have you been a teaching assistant? List those accomplishments and include the strongest ones in your resume. Leadership: P&G is very particular when it comes to leadership. After all, it's looking for future marketing directors and VPs. Leadership positions (e.g., president, director, councilor) in school organizations are the best bet, and the bigger the organization, the better. Make sure to highlight specific achievements. Don't just write that you were the Logistics Committee Head. Be specific and write, Led the organization of Major Event X attended by 1,000 students or Led a team of 20 for the annual fundraiser. Buy a copy to keep reading! CHAPTER OUTLINE How to Become a Procter & Gamble Brand Manager in Asia + An Introduction to Brand Management + 3 Reasons Why You Should Not Apply to P&G + 3 Reasons Why You Should Apply to P&G + Getting Started + ...and much more How to Become a Proctor & Gamble Brand Manager in Asia |
| brand management procter and gamble: Strategic Brand Management, 3rd Edition Alexander Chernev, 2020-01-31 In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands. |
| brand management procter and gamble: Brand Management Strategies William D'Arienzo, 2016-09-22 As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business. Features - Filled with current examples from fashion brands such as Burberry, Coach, Banana Republic, and Target and non-fashion brands including Apple, Samsung, Hyundai, Porsche, Ritz Carlton Hotels and more - Brandstorming: Successes and Failures depict real world case studies of successful-and not so successful-branding strategies - Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversations discussion questions and Challenges projects and activities STUDIO Resources - Study smarter with self-quizzes featuring scored results and personalized study tips - Review concepts with flashcards of terms and definitions Teaching Resources - Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes - Test Bank includes sample test questions for each chapter - PowerPoint® presentations include full color images from the book and provide a framework for lecture and discussion PLEASE NOTE: Purchasing or renting this ISBN does not include access to the STUDIO resources that accompany this text. To receive free access to the STUDIO content with new copies of this book, please refer to the book + STUDIO access card bundle ISBN 9781501318436. STUDIO Instant Access can also be purchased or rented separately on BloomsburyFashionCentral.com. |
| brand management procter and gamble: Unleashing the Innovators Jim Stengel, Tom Post, 2017-09-05 Today's established companies must find new ways to reignite their entrepreneurial DNA and jumpstart revenues--or risk losing their way. By working with startup companies, Jim Stengel, renowned consultant to Fortune 500 companies and the former global marketing officer for Procter & Gamble, says that legacy companies can renew themselves: by acquiring new technology and creating new business lines; relearning the need for speed; sparking innovation; and learning from failures. At P&G, Stengel saw the importance of establishing partnerships with the startup world in order to learn how to better innovate. Relying on extensive interviews with innovation leaders at enterprise companies and startups, Stengel’s Unleashing the Innovators takes readers inside such storied companies as GE and Wells Fargo, IBM and Target, Motorola Solutions and Toyota to see what they are learning from their alliances with entrepreneurs. Stengel also explores how even 20- and 30-year-old startups like Amazon, Google, and Facebook can reinvent themselves--and what managers at legacy companies everywhere can learn from them. Drawing on a specially commissioned global study of over 200 established corporations and startups, conducted by research consultancy OgilvyRED, Stengel found that companies with successful startup partnerships are three times more likely to change their culture to be more innovative. Filled with indepth stories from the front lines of today’s most forward-looking companies, Unleashing the Innovators shows how companies of all sizes can better navigate today’s changing landscape, accelerate innovation, increase revenues, and improve their customer relationships. |
| brand management procter and gamble: Strategic Brand Management Brice Martin & Elisha Stephens, 2019-07-03 Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. The language of the book is kept simple without compromising the effectiveness of the argument for diluting the analyses. The book has been written to meet the requirements to the syllabus of B.Com, BBA, M. Com and MBA courses of various Universities. |
| brand management procter and gamble: Wealth Creation in the World’s Largest Mergers and Acquisitions B. Rajesh Kumar, 2018-11-29 This book highlights research-based case studies in order to analyze the wealth created in the world’s largest mergers and acquisitions (M&A). This book encourages cross fertilization in theory building and applied research by examining the links between M&A and wealth creation. Each chapter covers a specific case and offers a focused clinical examination of the entire lifecycle of M&A for each mega deal, exploring all aspects of the process. The success of M&A are analyzed through two main research approaches: event studies and financial performance analyses. The event studies examine the abnormal returns to the shareholders in the period surrounding the merger announcement. The financial performance studies examine the reported financial results of acquirers before and after the acquisition to see whether financial performance has improved after merger. The relation between method of payment, premium paid and stock returns are examined. The chapters also discuss synergies of the deal-cost and revenue synergies. Mergers and acquisitions represent a major force in modern financial and economic environment. Whether in times of boom or bust, M&As have emerged as a compelling strategy for growth. The biggest companies of modern day have all taken form through a series of restructuring activities like multiple mergers. Acquisitions continue to remain as the quickest route companies take to operate in new markets and to add new capabilities and resources. The cases covered in this book highlights high profile M&As and focuses on the wealth creation for shareholders of acquirer and target firms as a financial assessment of the merger’s success. The book should be useful for finance professionals, corporate planners, strategists, and managers. |
| brand management procter and gamble: How Brands Grow Byron Sharp, 2010-03-11 This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. |
| brand management procter and gamble: Strategic Brand Management and Development Sotiris T. Lalaounis, 2020-12-30 Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society. |
| brand management procter and gamble: Advanced Brand Management Paul Temporal, 2011-09-15 Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more... This stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource. |
| brand management procter and gamble: Employer Brand Management Richard Mosley, 2014-08-21 Attract, recruit, and retain the very best with a strategic employer brand From one of the world's leading pioneers in the employer brand discipline and author of the first book on the subject The Employer Brand, comes the long-awaited practical follow-up Employer Brand Management. Talented, motivated employees are a company's best assets, and the techniques in this book help attract, recruit, and retain the very best. A successful employer brand reaches beyond the boardroom to establish confidence, loyalty, and enthusiasm all the way down the ladder. Employer Brand Management gives readers a personal grasp of a new approach to people management. It draws on significant advances in practices among leading companies to provide a handbook for employer brand development and implementation. With a wide range of case studies and examples, you'll be taken step-by-step through the employer brand development process. You will find information on the latest developments in technology, with particular attention paid to socially-enabled recruitment marketing and employee communication and engagement. You will: Follow the process of brand planning, definition, implementation, and application Discover how brand thinking can strengthen strategy and reinforce HR value Improve existing recruitment and talent management programs Learn the importance of employee engagement in the brand experience |
| brand management procter and gamble: What Really Matters John Pepper, 2007-01-01 The fundamental question in business and in personal life is the same: what really matters? In this book, one of America's most widely admired business leaders distills a lifetime of experience, including failures as well as successes, to reveal his answers. John Pepper, president, CEO, and chairman of Proctor & Gamble for a combined 16 years, underscores the importance of continuous change, innovation, and renewal as prerequisites for growth and sound leadership. In What Really Matters, he suggests that a preparedness to alter perspective, rethink assumptions, or change course is central not only to understanding customer needs and keeping costs under control but also to developing talent, organizing global businesses, and supporting communities. While he discusses specific business tactics, he notes that they all centre on fundamental tenets: listen to and respect the customer, engender personal accountability and passionate ownership, encourage diversity, and create a vibrant, trusting institution that incorporates employees and their families. In his own years as an executive, Pepper has demonstrated that a profitable business can create and sustain a culture that shapes, and is shaped by, ethical behaviour. His profoundly important advice and counsel belong in the lexicon and practice of every leader. |
| brand management procter and gamble: Strategic Brand Management Kevin Lane Keller, 2003 Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers. |
| brand management procter and gamble: Strategic Brand Management Jean-Noël Kapferer, 1994 The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature.--Philip Kotler.An invaluable reference for designers, marketing managers and brand managers alike.--Design magazine. |
| brand management procter and gamble: Global Brand Management Laurence Minsky, Ilan Geva, 2019-11-03 In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale. |
| brand management procter and gamble: Brand Asset Management Davis, 2003-01-01 |
| brand management procter and gamble: An Insider's Guide to Place Branding Florian Kaefer, 2021-03-29 This professional guidebook highlights brand development and management for cities, regions, countries, and destinations. It presents a unique collection of expert interviews, combined with latest research insights and thoughts on the most relevant topics and trends linked to the reputation, brand development and management of cities, regions, countries and destinations. This is a book which offers inspiring personal stories and reflections, and at the same time serves as essential know how guide for busy place managers, marketers and developers who care about the reputation and well-being of their community. |
| brand management procter and gamble: The New Strategic Brand Management Jean-Nol︠ Kapferer, 2004 Praise and Reviews the best book on brands yet- Design MagazineNew exciting ideas and perspectives on brand building are offered that have been absent from our literature.- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of ManagementManaging a brand without reading this book is like driving a car without your license.- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, KoreaKapferer's hierarchy of brands is an extrordinary insight- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School PressOne of the definitive resources on branding for marketing professionals worldwide.- Vikas Kumar, The Economic Times, IndiaOne of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics.- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice. |
| brand management procter and gamble: Identity-Based Brand Management Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, 2017-04-24 This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability. The content - Foundation of identity-based brand management - The concept of identity-based brand management - Strategic brand management - Operational brand management - Identity-based brand controlling - Identity-based trademark protection - International identity-based brand management |
| brand management procter and gamble: Positioning for Advantage Kimberly A. Whitler, 2021-09-07 Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life. |
| brand management procter and gamble: How to Use Advertising to Build Strong Brands John Philip Jones, 1999-07-13 With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single knowledge bank of theory and practice for advertising students and professionals.--BOOK JACKET. |
| brand management procter and gamble: Beloved Brands Graham Robertson, 2018-01-06 Beloved Brands is a book every CMO or would-be CMO should read. Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book. Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential. |
| brand management procter and gamble: When Core Values are Strategic Rick Tocquigny, 2012 What do legendary leaders from Disney, GE, GM, Johnson & Johnson, Boeing, eBay, Microsoft, Time Warner, LensCrafters, Chiquita, Walmart, Pepsi, and Saatchi+Saatchi have in common? They all learned the critical importance of values as managers at Procter & Gamble. And, since departing for leadership roles elsewhere, many have remained members of the P & G Alumni Network. Now you can share the powerful lessons learned at P & G. The P & G Alumni Network's When Core Values Are Strategic offers no-nonsense insights into why values really are so important, and practical ways to propagate, strengthen, and act on them. Bringing together contributions from influential P & G alumni worldwide, it offers a legacy to future leaders across organizations of every type and size. Discover why core values are timely, universal, and the secret to long term success on both financial and other metrics ... how top executives were shaped at P & G to make historic change in energy, aviation, technology, government, transportation, entertainment, healthcare, consumer packaged goods, and other industries ... how to build a learning culture that increases shareholder value ... why values and marketing initiatives are inseparable, and much more. This book will be an inspiration and practical resource to emerging leaders in organizations of every size and type, in every field or industry. Procter & Gamble and P & G are trade names of The Procter & Gamble Company and are used pursuant to an agreement with The Procter & Gamble Company. P & G Alumni Network is an independent organization apart from The Procter & Gamble Company. |
| brand management procter and gamble: Private Label Strategy Nirmalya Kumar, Jan-Benedict E. M. Steenkamp, 2007 The growth in private labels has huge implications for managers on both sides. |
| brand management procter and gamble: ADVANCED BRAND MANAGEMENT - 3RD EDITION Paul Temporal, 2019-02-25 Brands have never been more important than they are today. As Paul Temporal explains in this fully revised and updated third edition of his classic bestseller, the challenges of the business world are greater now than ever before. Brand managers have to cope with a broader range of variables and pressures from the marketplace and consumers. The lifeline of a strong brand can mean the difference between success and failure, or survival and extinction, in this turbulent environment. But what constitutes a strong brand? How should it be developed and managed? How do you activate and manage a winning brand strategy? Advanced Brand Management is the indispensable guide that provides all the answers. Paul Temporal addresses every issue related to brand management in the 21st century, providing the background theory and illustrating this with thoughtful case studies from across the business world. In this third edition, all chapters have been updated, and a completely new chapter is included on the growth of the digital world and the use of the Internet. Throughout, there is an increased emphasis on brand strategy and updates to case studies, with entirely new cases being added. If you want to make your own branding a success, you can’t afford to be without Advanced Brand Management. |
| brand management procter and gamble: Strategic Design Thinking Natalie W. Nixon, 2015-10-22 Who can design? For too long, that question has highlighted the supposed division between right-brain dominant “creative types” and left-brain dominant “analytical types. Such a division is not practical for preparing students to become innovative contributors to the complex world of design. Strategic Design Thinking guides readers to cultivate hybrid thinking, whether their background is design, finance, or any discipline in between. This book is an introduction to an integrative approach using the lens of design thinking as a way to see the world. The focus is on process instead of solution, and on connecting disparate ideas instead of getting bogged down by silos of specialization. Through this book, students will be introduced to design management, strategic design, service design, and experience design. |
| brand management procter and gamble: The 20 Ps of Marketing David Pearson, 2013-12-03 Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landscape is characterized by the demand for constant innovation, rising pressure on budgets, the growth of social media and the impact of issues of sustainability and ethics. As the business landscape has transformed so have the fundamental areas marketers need to master to succeed. The 20 Ps of Marketing provides a thorough guide to marketers at all levels of the new elements of the marketing mix they need to contend with for business success including: planning; persuasion; publicity; positioning; productivity; partnerships; passion and more. Combining practical advice with case studies it covers brands that have changed the game through mastery of the 20 Ps such as Häagen-Dazs and Sony, and others, such as Kodak, who got left behind. This essential guide to the current face of marketing strategy provides marketers with a thorough and valuable grounding to the new fundamentals of marketing. |
| brand management procter and gamble: Princeton Alumni Weekly , 1951 |
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Branding - American Marketing Association
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What Is Branding? Complete Guide for Marketers in 2025
Apr 23, 2025 · Discover what branding really means in 2025. Learn key strategies, common mistakes, and how top brands build emotional connections that drive loyalty.
The Four Steps of Effective Brand Research
Nov 1, 2023 · Quantitative and qualitative research are crucial tools for building a brand strategy. Discover the four steps to effective research that finds insightful
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Apr 26, 2022 · A consistent brand helps increase the overall value of your company by reinforcing your position in the marketplace, attracting better quality customers with higher …
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Feb 24, 2025 · How can it help my brand be culturally relevant? Social listening has many uses for different teams, but it excels in four ways for marketers who are looking for cultural relevance. …
