Andrew Geoghegan: Effective Brand Building

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Sprache: Englisch

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Beschreibung

Investment and focus on brand building skills has diminished across the marketing industry in recent years. But without the knowledge and understanding of how to build strong brands, marketers end up jumping between short-term tactics and struggle to deliver reliable, long-term growth.

Effective Brand Building is here to change that. It provides practical, everyday wisdom in how to drive effective growth for brands for the long and short term, in synch with broader organizational goals and business processes. From award-winning marketer and columnist for Marketing Week, Andrew Geoghegan, this book is the ultimate guide to developing the skills and knowledge you need to create a brand building strategy that delivers growth. Containing best practice frameworks, tools, and approaches to measurement, this book enables marketers to create repeatable results and maximize their return on investment. With real-world examples from businesses such as McDonald's, Mondelez, Apple, and Unilever, this book will help marketers ask the right questions in order to create the best conditions in their business for effective brand building.

Über den Autor

Andrew Geoghegan is an experienced CMO and brand strategist who has held senior roles at businesses including Diageo and PepsiCo, and PZ Cussons. Based in London, UK he has worked on brands including Guinness, Johnnie Walker, Tropicana, and St Tropez. He won Gold, Best New Learning, and Best Use of Data from the IPA in 2020 with his paper on how to create a culture of marketing effectiveness. In 2022 and 2023 he was recognised as one of the top 100 marketers by Marketing Week and he has written a column for Marketing Week since 2018.

Inhaltsverzeichnis

Section - ONE: Introduction to effective brand building; Chapter - 01: What is effective brand building and why is it important?; Chapter - 02: What are the fundamentals of consumer behaviour?; Chapter - 03: What are the conditions required for brands to thrive in my organization?; Chapter - 04: How do I ensure I have the right marketing capability?; Chapter - 05: What are the characteristics of effective brands?; Chapter - 06: How can understanding brand strength and the drivers of consumer demand help effective brand building?; Chapter - 07: Consumer insights; Section - TWO: Creating an effective brand strategy - where to win; Chapter - 08: What is brand strategy?; Chapter - 09: What is the situation my brand faces?; Chapter - 10: What is my brand's ambition?; Chapter - 11: How do I prioritize opportunities for growth?; Chapter - 12: What are the fundamentals of an effective brand strategy?; Section - THREE: How to win and keep winning; Chapter - 13: What are the fundamentals of creative ideas and media connections?; Chapter - 14: How do I turn strategy into a plan?; Chapter - 15: How do I bring the plan together?; Chapter - 16: How do I approach measurement?;

Erscheinungsjahr:	2025
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781398618572
ISBN-10:	1398618578
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Geoghegan, Andrew
Hersteller:	Kogan Page Kogan Page Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 17 mm
Von/Mit:	Andrew Geoghegan
Erscheinungsdatum:	03.01.2025
Gewicht:	0,604 kg