Six Rules of Brand Revitalization VitalSource eText: Learn the Most Common Branding Mistakes and How to Avoid Them (2e) : 9780134507958

Six Rules of Brand Revitalization VitalSource eText: Learn the Most Common Branding Mistakes and How to Avoid Them (2e)

 
Edition
 
2
ISBN
 
9780134507958
ISBN 10
 
0134507959
Published
 
08/02/2016
Published by
 
Pearson Higher Ed USA
Pages
 
Format
 
 
Title type
eBook
$36.99
NZ/Pacific customers only
 
 
This eText can only be purchased by people residing in New Zealand, Fiji, Samoa, Tonga or Cook Islands with a credit card from the same country. Click here to find the Pearson website for your region.
 
Description

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About the book

Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success.

Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value.

Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes… how to re-energize them… why hard-to-change bad habits can lead brands back into trouble again… and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!

Table of contents
Part I. Why Big Brands Get into Trouble
Part II. How to Revitalize
Part III. How Brands Can Avoid Getting Back into Trouble Again
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