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Cover: 9781398618572 | Effective Brand Building | Andrew Geoghegan | Taschenbuch | Englisch
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Effective Brand Building
Unlock Growth with Strategy, Insights, and Measurement
Taschenbuch von Andrew Geoghegan
Sprache: Englisch

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Beschreibung
Develop a brand building strategy to deliver short and long-term growth for your business and maximize the effectiveness of your marketing spend.
Develop a brand building strategy to deliver short and long-term growth for your business and maximize the effectiveness of your marketing spend.
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?;
Details
Erscheinungsjahr: 2025
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
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: 155 x 18 x 233 mm
Von/Mit: Andrew Geoghegan
Erscheinungsdatum: 03.01.2025
Gewicht: 0,376 kg
Artikel-ID: 128870207
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?;
Details
Erscheinungsjahr: 2025
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
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: 155 x 18 x 233 mm
Von/Mit: Andrew Geoghegan
Erscheinungsdatum: 03.01.2025
Gewicht: 0,376 kg
Artikel-ID: 128870207
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