Developing Winning Brand Strategies
Every manager knows that robust strategy plays a crucial role in any enterprise. Yet, for all the publications that have been written on the subject, three things remain true. Strategy is complex, many companies still get it wrong, and driving organic growth in maturing markets is increasingly c...
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| Tác giả chính: | |
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
| Được phát hành: |
Business Expert
2012
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| Những chủ đề: | |
| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/31101 |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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| Tóm tắt: | Every manager knows that robust strategy plays a crucial role in any
enterprise. Yet, for all the publications that have been written on the subject,
three things remain true. Strategy is complex, many companies still
get it wrong, and driving organic growth in maturing markets is increasingly
challenging.
Existing tools and approaches have been valuable but increasingly tend
to be insuffi cient for identifying growth in today’s mature and competitive
markets. It is only through developing detailed understanding, with a
fairly high level of granularity, of what actually drives brand performance
and how these drivers can be infl uenced that incremental growth opportunities
become clear.
Developing Winning Brand Strategies introduces, at a high level, the
actual relationships between branding, strategy, and corporate performance.
It provides a fresh perspective on, and approach for, developing
robust customer-focused strategy and describes the important role of the
brand in competing successfully for stakeholder choice.
Consumer choice does not materialize spontaneously. To win, companies
need to ascertain how consumers choose and churn between
competing brands, what drives their brands’ selection, and how to target
effectively in order to recruit new consumers while retaining existing
ones. Brands play a pivotal role in this process: They are the vehicles, or
focal points, that businesses use in competing for choice. The proposition,
qualities, image, and values that businesses embed in their brands
are the basis for winning customer loyalty.
However, to compete for choice isn’t easy. Today’s rapidly changing
world of industry deregulation, growing competitive intensity, newly
empowered consumers, and multiple stakeholders means that management
must make decisions about how to recruit and retain stakeholders
under conditions that are complex and dynamic. Despite this, companies
frequently develop strategy on the basis of intuition rather than solid fact.
Developing Winning Brand Strategies adds signifi cant value providing a holistic,
in-depth understanding of the business dynamics and consumers’ selection
criteria enabling management to make informed strategic decisions.The Competing for Choice approach described in this book has been
developed through years of research and practice. It has proven to be a
great success for leading or challenging branded companies worldwide in
creating and sustaining growth for their business, regardless of industry.
It enables senior managers to rethink strategy and allocate their investments
more effectively—and radically improve business performance as
a result. |
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