Competitive Success, How Branding Adds Value

Competitive Success How Marketing Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. The book proposes a new brand framework that advocates an integrated and holistic approach to brand management. It shows how brands can be regarded as an organization-spanning imperative involving the active co-ordination among marketing and non-marketing departments alike. The book presents a comprehensive review of the entire brand spectrum, including: brand strategy; implementation; customer/brand insight; resource allocation; and performance measurement.

• Emphasizes a practical application of the latest brand frameworks.
• Is based on research into more than 200 companies around the world and input from over a thousand senior managers in dozens of executive education programs.
• Includes a wide range of cases and relevant real world examples including B2C, B2B and SMEs.
• Intersperses common brand theory and practices within the proposed thematic framework, allowing readers to understand both traditional and more recent branding practices.
• Includes end of chapter problem solving scenarios to aid learning.

This book will be of interest to CEO’s, CMO’s, marketing managers and brand managers, as well as being suitable for undergraduate and postgraduate students taking courses in branding or marketing communication.