To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firms branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.
Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firms branding. The text includes a set of six widely occurring firm "typologies" and suggests practical immediate activity on which to base a firms implementation plan.
This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers
Chapter 1 Brand transformation - an introduction, Chapter 2 The strategic influence of branding, Chapter 3 Branding and firm performance, the role and influence of Brand Value and Brand Equity, Chapter 4 Managing brand complexity, understanding branding structures, Chapter 5 Managing corporate brands, an identity perspective, Chapter 6 Managing brand portfolio performance, Chapter 7 Managing brand communication, Chapter 8 Brand transformation - strategic issues and options, Chapter 9 Brand transformation - strategy selection and implementation
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