Big Brands Big Trouble

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Big Brands Big Trouble

Jack Trout
Big Brands Big Trouble Book PDF

Author : Jack Trout
Publisher : Wiley
Page : 0 pages
File Size : 51,8 Mb
Release : 2002-11-13
Category : Business & Economics
ISBN : 0471263036

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Big Brands Big Trouble by Jack Trout Pdf

One of the most respected marketing gurus in the world shows why some of today's biggest brands are having trouble and how to avoid repeating their mistakes. It wasn't long ago that Levi-Strauss, Xerox, Crest, AT&T, Firestone, and Digital Equipment dominated their respective markets. What happened to undermine their standings and of those of other superbrands? Are their declines simply the inevitable consequence of change and the birth of new competition? In this important predecessor to the classic Differentiate or Die, "the king of positioning," Jack Trout answers that question with a resounding "No!" Writing in his signature, straight-from-the-hip style he reveals the disastrous marketing and strategy blunders that led to the dissolution of the most recognized superbrands. He clearly shows how those mistakes could have been avoided. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of expert guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies' brands and avoid brand-killing blunders.

Brand Failures

Matt Haig
Brand Failures Book PDF

Author : Matt Haig
Publisher : Kogan Page Publishers
Page : 276 pages
File Size : 54,5 Mb
Release : 2005
Category : Brand choice
ISBN : 0749444339

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Brand Failures by Matt Haig Pdf

It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Haig organizes these 100 ""failures"" into ten types which include classic failures (e.g., New Coke), idea failures (e.g., R.J.Reynolds' smokeless cigarettes), extension failures (e.g. Harley Davidson perfume), culture failures (e.g., Kellogs in India), and technology failures (e.g., Pets.com).

The Talk of the Party

Sharon E. Jarvis
The Talk of the Party Book PDF

Author : Sharon E. Jarvis
Publisher : Rowman & Littlefield
Page : 292 pages
File Size : 52,6 Mb
Release : 2005
Category : History
ISBN : 0742538575

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The Talk of the Party by Sharon E. Jarvis Pdf

How did "liberal" become a dirty word in American politics? How did "compassionate conservative" become a viable campaign theme? When did the "independent voter" become the most sought-after prize in modern campaigns? And why haven't "third-party candidates" enjoyed similar acclaim? The Talk of the Party listens to how the language of partisanship--including words like Democrat, Republican, party, liberal, conservative, and independent--has been used over the past fifty years and how it has created or limited political opportunities. Listening to the talk of the party can teach valuable lessons about campaigns, opportunities for public life, and the future of these American institutions.

Predicting Market Success

Robert Passikoff
Predicting Market Success Book PDF

Author : Robert Passikoff
Publisher : John Wiley & Sons
Page : 256 pages
File Size : 48,5 Mb
Release : 2006-12-15
Category : Business & Economics
ISBN : 9780470088791

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Predicting Market Success by Robert Passikoff Pdf

Praise for Predicting Market Success "Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time." —Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation "In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions." —Seth M. Siegel, Cochairman, The Beanstalk Group "Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick-and stick." —Lenore Skenazy, syndicated columnist "Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way-showing how loyalty drives profitability." —Erich Joachimsthaler, Chairman, Vivaldi Partners "If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to." —John Gaffney, Executive Editor, Peppers & Rogers Group

Brand Royalty

Matt Haig
Brand Royalty Book PDF

Author : Matt Haig
Publisher : Kogan Page Publishers
Page : 340 pages
File Size : 51,6 Mb
Release : 2006
Category : Business & Economics
ISBN : 0749448261

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Brand Royalty by Matt Haig Pdf

More than simply a comprehensive collection of brand success stories, this text will also help businesses and students to easily identify the factors behind these successes, and to place them into a broader business and social context.

In Search of the Obvious

Jack Trout
In Search of the Obvious Book PDF

Author : Jack Trout
Publisher : John Wiley & Sons
Page : 198 pages
File Size : 53,6 Mb
Release : 2008-12-22
Category : Business & Economics
ISBN : 9780470475546

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In Search of the Obvious by Jack Trout Pdf

This is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy. Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy. Research people are criticized for generating more confusion than clarity. They will not be happy. Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy. Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can. But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors -- in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.

Big Trouble

J. Anthony Lukas
Big Trouble Book PDF

Author : J. Anthony Lukas
Publisher : Simon and Schuster
Page : 884 pages
File Size : 47,6 Mb
Release : 2012-07-17
Category : History
ISBN : 9781439128107

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Big Trouble by J. Anthony Lukas Pdf

Hailed as "toweringly important" (Baltimore Sun), "a work of scrupulous and significant reportage" (E. L. Doctorow), and "an unforgettable historical drama" (Chicago Sun-Times), Big Trouble brings to life the astonishing case that ultimately engaged President Theodore Roosevelt, Supreme Court justice Oliver Wendell Holmes, and the politics and passions of an entire nation at century's turn. After Idaho's former governor is blown up by a bomb at his garden gate at Christmastime 1905, America's most celebrated detective, Pinkerton James McParland, takes over the investigation. His daringly executed plan to kidnap the radical union leader "Big Bill" Haywood from Colorado to stand trial in Idaho sets the stage for a memorable courtroom confrontation between the flamboyant prosecutor, progressive senator William Borah, and the young defender of the dispossessed, Clarence Darrow. Big Trouble captures the tumultuous first decade of the twentieth century, when capital and labor, particularly in the raw, acquisitive West, were pitted against each other in something close to class war. Lukas paints a vivid portrait of a time and place in which actress Ethel Barrymore, baseball phenom Walter Johnson, and editor William Allen White jostled with railroad magnate E. H. Harriman, socialist Eugene V. Debs, gunslinger Charlie Siringo, and Operative 21, the intrepid Pinkerton agent who infiltrated Darrow's defense team. This is a grand narrative of the United States as it charged, full of hope and trepidation, into the twentieth century.

Eating the Big Fish

Adam Morgan
Eating the Big Fish Book PDF

Author : Adam Morgan
Publisher : John Wiley & Sons
Page : 364 pages
File Size : 54,8 Mb
Release : 2009-04-03
Category : Business & Economics
ISBN : 9780470527757

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Eating the Big Fish by Adam Morgan Pdf

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead. It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.

Brand Stretch

David Taylor
Brand Stretch Book PDF

Author : David Taylor
Publisher : John Wiley & Sons
Page : 178 pages
File Size : 40,5 Mb
Release : 2006-02-08
Category : Business & Economics
ISBN : 9780470862124

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Brand Stretch by David Taylor Pdf

Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand stretching that covers topics not found anywhere else, such as how to launch brand extensions and support them. Stretching the Brand will help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand stretching. It provides the tools and techniques to stretch a brand successfully.

Corporate Cultures and Global Brands

Albrecht Rothacher
Corporate Cultures and Global Brands Book PDF

Author : Albrecht Rothacher
Publisher : World Scientific
Page : 284 pages
File Size : 47,8 Mb
Release : 2004
Category : Business & Economics
ISBN : 9812563059

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Corporate Cultures and Global Brands by Albrecht Rothacher Pdf

This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from ownerOCofounderOCorun companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril. Contents: Corporate Identities and Successful Branding; Mars Inc.: More than Candies and Cat Food; The Bitter Sweet Chocolates of Sprngli-Lindt; Kikkoman: Far Travelled Sauces; Who Loves McDonald's ?; For God, America and the Real Thing: The Coke Story; Zubrowka Bison Vodka: The High Is the Limit; Ikea: The SmNland Way Goes Global; The Rise and Fall of the Seibu-Saison Empire; United, the Benetton Way; Nike Just Did It; Nokia: Connecting People through a Disconnected Past; Sony: Made by Morita; Sir Richard Branson's Virgins; Toyota: The Reluctant Multinational; Fiat: The Festa Is Over; Corporate Mergers, Merged Brands in Trouble: DaimlerChrysler and BMW-Rover; The Lego Universe of Building Bricks; The Magic of Disney. Readership: Students, professionals and lay people interested in management and business issues."

Brand Immortality

Hamish Pringle
Brand Immortality Book PDF

Author : Hamish Pringle
Publisher : Kogan Page Publishers
Page : 336 pages
File Size : 54,9 Mb
Release : 2008-11-03
Category : Business & Economics
ISBN : 9780749455729

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Brand Immortality by Hamish Pringle Pdf

Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers. Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality.

Brand Aid

Brad VanAuken
Brand Aid Book PDF

Author : Brad VanAuken
Publisher : AMACOM
Page : 370 pages
File Size : 45,8 Mb
Release : 2014-12-30
Category : Business & Economics
ISBN : 9780814434741

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Brand Aid by Brad VanAuken Pdf

Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!

Married to the Brand

William J. McEwen
Married to the Brand Book PDF

Author : William J. McEwen
Publisher : Simon and Schuster
Page : 144 pages
File Size : 54,9 Mb
Release : 2005-11
Category : Business & Economics
ISBN : 9781595620057

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Married to the Brand by William J. McEwen Pdf

Using sixty years of global research from Gallup as well as many consumer stories, the author shows why most advertising fails and identifies the qualities ahat make an ad connect with consumers. 50,000 first printing.

Brands and Branding

Rita Clifton
Brands and Branding Book PDF

Author : Rita Clifton
Publisher : John Wiley & Sons
Page : 322 pages
File Size : 45,7 Mb
Release : 2009-04-01
Category : Business & Economics
ISBN : 1576603504

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Brands and Branding by Rita Clifton Pdf

With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.

Marketing Champions

Roy A. Young,Allen M. Weiss,David W. Stewart
Marketing Champions Book PDF

Author : Roy A. Young,Allen M. Weiss,David W. Stewart
Publisher : John Wiley & Sons
Page : 290 pages
File Size : 49,6 Mb
Release : 2006-10-11
Category : Business & Economics
ISBN : 9780470054505

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Marketing Champions by Roy A. Young,Allen M. Weiss,David W. Stewart Pdf

Praise for Marketing Champions "Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization--and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject--sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow." --Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "The authors understand that marketing is now the most important force within an organization--if you can figure out how to coordinate the rest of your colleagues. This book shows you how." --Seth Godin, author of Small Is the New Big "This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results." --Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader "The best marketing leaders are those who can harness the power of the enterprise--not just lead the marketing team. This book will give you the ability to align and inspire the entire company." --Jerry Noonan, Spencer Stuart