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The brand gym [[electronic resource] ] : a practical workout to gain and retain brand leadership / / David Taylor and David Nichols
| The brand gym [[electronic resource] ] : a practical workout to gain and retain brand leadership / / David Taylor and David Nichols |
| Autore | Taylor David <1964-> |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Chichester, U.K., : Wiley, 2010 |
| Descrizione fisica | 1 online resource (259 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | NicholsDavid <1967-> |
| Soggetto topico |
Brand name products
Product management |
| ISBN |
0-470-97133-9
1-119-20860-2 1-282-93952-1 9786612939525 0-470-66504-1 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | The Brand Gym; Contents; What's new in Brandgym 2?; Overview to The Brandgym Workouts; Acknowledgments; Introduction: Being a leader; 1 Workout One: Follow the money; 2 Workout Two: Use insight as fuel; 3. Workout Three: Focus, focus, focus; 4 Workout Four: Build big brand ideas; 5 Workout Five: Grow the core; 6 Workout Six: Stretch your brand muscles; 7 Workout Seven: Amplify your marketing plan; 8 Workout Eight: Rally the troops; References; Index |
| Record Nr. | UNINA-9910141039303321 |
Taylor David <1964->
|
||
| Chichester, U.K., : Wiley, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The brand gym [[electronic resource] ] : a practical workout to gain and retain brand leadership / / David Taylor and David Nichols
| The brand gym [[electronic resource] ] : a practical workout to gain and retain brand leadership / / David Taylor and David Nichols |
| Autore | Taylor David <1964-> |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Chichester, U.K., : Wiley, 2010 |
| Descrizione fisica | 1 online resource (259 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | NicholsDavid <1967-> |
| Soggetto topico |
Brand name products
Product management |
| ISBN |
0-470-97133-9
1-119-20860-2 1-282-93952-1 9786612939525 0-470-66504-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | The Brand Gym; Contents; What's new in Brandgym 2?; Overview to The Brandgym Workouts; Acknowledgments; Introduction: Being a leader; 1 Workout One: Follow the money; 2 Workout Two: Use insight as fuel; 3. Workout Three: Focus, focus, focus; 4 Workout Four: Build big brand ideas; 5 Workout Five: Grow the core; 6 Workout Six: Stretch your brand muscles; 7 Workout Seven: Amplify your marketing plan; 8 Workout Eight: Rally the troops; References; Index |
| Record Nr. | UNINA-9910826465603321 |
|
Taylor David <1964->
|
||
| Chichester, U.K., : Wiley, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor
| Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
| Descrizione fisica | 1 online resource (180 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Branding (Marketing) Brand name products - Valuation - Management Product management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-27143-4
9786610271436 0-470-86212-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Brand Stretch; Contents; Preface; Acknowledgements; 1. Brand stretch - or brand ego trip?; Extension advantages; So why does the success rate suck?; Virgin: The biggest ever brand ego trip?; Shotgun weddings; Quitting the brand ego trip; Brand added value; Dove: Brand added value in action; The Brand Stretch workout; Key takeouts; Checklist 1: Brand Stretch - or brand ego trip?; 2. Step One: Strengthen the core; In shape to stretch?; The heart of a healthy brand; Anchoring the core range; Bud and Bud Light: Sun and planets; Risky business; Tango: Taking the eye off the orange ball
Key takeoutsChecklist 2: Strengthen the core; 3. Step Two: Vision; GPS for brands; The masterbrand challenges; Less myopic marketing; Blockbuster: Out of the video box; Climbing the brand ladder; Pampers: From bottoms to babies; Axe: Ladders and snakes; Elastic brands; Key takeouts; Checklist 3: Vision; 4. Step Three: Ideas; Start close to home; Moving out; Innovation shortcuts; The fairytale world of innovation; Starbucks' Frappuccino: Real world innovation; Innokill survival kit; Key takeouts; Checklist 4: Ideas; 5. Step Four: Focus; Meet the seven dwarves; Heroes or zeroes? Bertolli: Virtual venture capitalDimension one: Brand vision building; Dimension two: Show me the money; The easyGroup story: Murder on the balance sheet; easyGroup summary; Alternatives to going it alone; Key takeouts; Checklist 5: Focus; 6. Step Five: Delivery; Underestimating execution; Nescafé Hot When You Want: Not so hot execution; Brand damage; Brand and deliver; The Apple iPod: White hot execution; Delivering the promise; Key takeouts; Checklist 6: Delivery; 7. Step Six: Brand architecture; The Sorcerer's Apprentice; Architecture for brands; Houses versus streets; Mono-platform brands Multi-platform brandsLego: Building blocks of a new future; When the rubber hits the road; Comfort: Designing a turnaround; Let's go round again; Key takeouts; Checklist 7: Brand architecture; Appendix 1: Masterbrand positioning tips and tricks; Appendix 2: Example masterbrand positioning tool; Appendix 3: Masterbrand positioning tool template; References; Index |
| Record Nr. | UNINA-9910455896503321 |
|
Taylor David <1964->
|
||
| Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor
| Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
| Descrizione fisica | 1 online resource (180 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Branding (Marketing) Brand name products - Valuation - Management Product management |
| ISBN |
1-280-27143-4
9786610271436 0-470-86212-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Brand Stretch; Contents; Preface; Acknowledgements; 1. Brand stretch - or brand ego trip?; Extension advantages; So why does the success rate suck?; Virgin: The biggest ever brand ego trip?; Shotgun weddings; Quitting the brand ego trip; Brand added value; Dove: Brand added value in action; The Brand Stretch workout; Key takeouts; Checklist 1: Brand Stretch - or brand ego trip?; 2. Step One: Strengthen the core; In shape to stretch?; The heart of a healthy brand; Anchoring the core range; Bud and Bud Light: Sun and planets; Risky business; Tango: Taking the eye off the orange ball
Key takeoutsChecklist 2: Strengthen the core; 3. Step Two: Vision; GPS for brands; The masterbrand challenges; Less myopic marketing; Blockbuster: Out of the video box; Climbing the brand ladder; Pampers: From bottoms to babies; Axe: Ladders and snakes; Elastic brands; Key takeouts; Checklist 3: Vision; 4. Step Three: Ideas; Start close to home; Moving out; Innovation shortcuts; The fairytale world of innovation; Starbucks' Frappuccino: Real world innovation; Innokill survival kit; Key takeouts; Checklist 4: Ideas; 5. Step Four: Focus; Meet the seven dwarves; Heroes or zeroes? Bertolli: Virtual venture capitalDimension one: Brand vision building; Dimension two: Show me the money; The easyGroup story: Murder on the balance sheet; easyGroup summary; Alternatives to going it alone; Key takeouts; Checklist 5: Focus; 6. Step Five: Delivery; Underestimating execution; Nescafé Hot When You Want: Not so hot execution; Brand damage; Brand and deliver; The Apple iPod: White hot execution; Delivering the promise; Key takeouts; Checklist 6: Delivery; 7. Step Six: Brand architecture; The Sorcerer's Apprentice; Architecture for brands; Houses versus streets; Mono-platform brands Multi-platform brandsLego: Building blocks of a new future; When the rubber hits the road; Comfort: Designing a turnaround; Let's go round again; Key takeouts; Checklist 7: Brand architecture; Appendix 1: Masterbrand positioning tips and tricks; Appendix 2: Example masterbrand positioning tool; Appendix 3: Masterbrand positioning tool template; References; Index |
| Record Nr. | UNINA-9910780374203321 |
|
Taylor David <1964->
|
||
| Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor
| Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
| Autore | Taylor David <1964-> |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
| Descrizione fisica | 1 online resource (180 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Branding (Marketing) Brand name products - Valuation - Management Product management |
| ISBN |
1-280-27143-4
9786610271436 0-470-86212-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Brand Stretch; Contents; Preface; Acknowledgements; 1. Brand stretch - or brand ego trip?; Extension advantages; So why does the success rate suck?; Virgin: The biggest ever brand ego trip?; Shotgun weddings; Quitting the brand ego trip; Brand added value; Dove: Brand added value in action; The Brand Stretch workout; Key takeouts; Checklist 1: Brand Stretch - or brand ego trip?; 2. Step One: Strengthen the core; In shape to stretch?; The heart of a healthy brand; Anchoring the core range; Bud and Bud Light: Sun and planets; Risky business; Tango: Taking the eye off the orange ball
Key takeoutsChecklist 2: Strengthen the core; 3. Step Two: Vision; GPS for brands; The masterbrand challenges; Less myopic marketing; Blockbuster: Out of the video box; Climbing the brand ladder; Pampers: From bottoms to babies; Axe: Ladders and snakes; Elastic brands; Key takeouts; Checklist 3: Vision; 4. Step Three: Ideas; Start close to home; Moving out; Innovation shortcuts; The fairytale world of innovation; Starbucks' Frappuccino: Real world innovation; Innokill survival kit; Key takeouts; Checklist 4: Ideas; 5. Step Four: Focus; Meet the seven dwarves; Heroes or zeroes? Bertolli: Virtual venture capitalDimension one: Brand vision building; Dimension two: Show me the money; The easyGroup story: Murder on the balance sheet; easyGroup summary; Alternatives to going it alone; Key takeouts; Checklist 5: Focus; 6. Step Five: Delivery; Underestimating execution; Nescafé Hot When You Want: Not so hot execution; Brand damage; Brand and deliver; The Apple iPod: White hot execution; Delivering the promise; Key takeouts; Checklist 6: Delivery; 7. Step Six: Brand architecture; The Sorcerer's Apprentice; Architecture for brands; Houses versus streets; Mono-platform brands Multi-platform brandsLego: Building blocks of a new future; When the rubber hits the road; Comfort: Designing a turnaround; Let's go round again; Key takeouts; Checklist 7: Brand architecture; Appendix 1: Masterbrand positioning tips and tricks; Appendix 2: Example masterbrand positioning tool; Appendix 3: Masterbrand positioning tool template; References; Index |
| Altri titoli varianti | Brandstretch |
| Record Nr. | UNINA-9910821981303321 |
|
Taylor David <1964->
|
||
| Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand vision [[electronic resource] ] : how to energize your team to drive business growth / / David Taylor
| Brand vision [[electronic resource] ] : how to energize your team to drive business growth / / David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 |
| Descrizione fisica | 1 online resource (288 p.) |
| Disciplina | 658.827 |
| Soggetto topico |
Brand name products
Product management Employee motivation |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-119-20930-7
1-282-34549-4 9786612345494 0-470-06094-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction : be a brand CEO not a strategy tourist --Search for true insight -- Create an insight springboard -- The visioning journey -- What are you going to fight for? -- Where's the sausage? -- Sizzle that sells -- Big brand ideas beats brand essence --Bring the vision to life -- Test drive your vision -- Brand-led business -- Beyond brandwashing to true engagement -- Create hero products -- Communicating without ego tripping. |
| Record Nr. | UNINA-9910143588203321 |
|
Taylor David <1964->
|
||
| Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand vision : how to energize your team to drive business growth / / David Taylor
| Brand vision : how to energize your team to drive business growth / / David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 |
| Descrizione fisica | 1 online resource (288 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products
Product management Employee motivation |
| ISBN |
1-119-20930-7
1-282-34549-4 9786612345494 0-470-06094-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction : be a brand CEO not a strategy tourist --Search for true insight -- Create an insight springboard -- The visioning journey -- What are you going to fight for? -- Where's the sausage? -- Sizzle that sells -- Big brand ideas beats brand essence --Bring the vision to life -- Test drive your vision -- Brand-led business -- Beyond brandwashing to true engagement -- Create hero products -- Communicating without ego tripping. |
| Record Nr. | UNINA-9910676648803321 |
|
Taylor David <1964->
|
||
| Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Grow the core [[electronic resource] ] : how to focus on your core business for brand success / / David Taylor
| Grow the core [[electronic resource] ] : how to focus on your core business for brand success / / David Taylor |
| Autore | Taylor David <1964-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K., : John Wiley & Sons Ltd., 2013 |
| Descrizione fisica | 1 online resource (255 p.) |
| Disciplina | 658 |
| Soggetto topico |
Brand name products - Management
Product management Strategic planning Branding (Marketing) |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-119-20789-4
1-118-48468-1 1-283-94109-0 1-118-48469-X 1-118-48470-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. I. Why grow the core? -- pt. II. Grow the core principles -- pt. III. Grow the core workouts -- pt. IV. The grow the core workplan. |
| Record Nr. | UNINA-9910141492803321 |
|
Taylor David <1964->
|
||
| Chichester, West Sussex, U.K., : John Wiley & Sons Ltd., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Grow the core : how to focus on your core business for brand success / / David Taylor
| Grow the core : how to focus on your core business for brand success / / David Taylor |
| Autore | Taylor David <1964-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K., : John Wiley & Sons Ltd., 2013 |
| Descrizione fisica | 1 online resource (xvi, 237 pages) : illustrations (some color) |
| Disciplina | 658 |
| Collana | Gale eBooks |
| Soggetto topico |
Brand name products - Management
Product management Strategic planning Branding (Marketing) |
| ISBN |
1-119-20789-4
1-118-48468-1 1-283-94109-0 1-118-48469-X 1-118-48470-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. I. Why grow the core? -- pt. II. Grow the core principles -- pt. III. Grow the core workouts -- pt. IV. The grow the core workplan. |
| Record Nr. | UNINA-9910677642203321 |
|
Taylor David <1964->
|
||
| Chichester, West Sussex, U.K., : John Wiley & Sons Ltd., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||