The Handbook of Brand Management

by David Arnold (Author)

• Used

  Hardcover
  1992

  $5.92

  As the number of competing products increases, companies are having to fight harder to defend their market share and maintain the popularity of their key brands. More than ever, brand management is becoming a key issue for general managers, not just the marketing department. Based on the brand expertise of Ashbridge Management College, this book is an up-to-date summary of brand practice. It deals with each stage of the strategic decision-making process, from research and market-testing to implementation and monitoring performance. Also included are case histories and practical advice.

• Used

  Hardcover
  1993

  $5.92

• New

  Hardcover
  1993

  $49.39

  Establishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value. The Handbook of Brand Management explains the ins and outs of managing brand names in today's fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers' actual questions about brands, this essential guide combines expert advice with the stories of thirteen successful companies from around the world.This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?).For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand name's financial value. They find insights in the examples of Schering-Plough stretching the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers' minds, and many other popular brand-name products.