Brand Growth Barriers: Identify, Understand, and Overcome Them
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Berlin [u.a.]
Springer
2013
|
| Schriftenreihe: | Management for Professionals
|
| Schlagwörter: | |
| Links: | http://deposit.dnb.de/cgi-bin/dokserv?id=4255345&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025954365&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XIV, 137 S. Ill., graph. Darst. 235 mm x 155 mm |
| ISBN: | 3642371078 9783642371073 |
Internformat
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Datensatz im Suchindex
| _version_ | 1819282316101419008 |
|---|---|
| adam_text | CONTENTS
1 THE WONDERFUL WORLD OF GROWING BRANDS 1
1.1 BRAND MANAGEMENT AS A GROWTH BOOSTER FOR YOUR COMPANY .... 1
1.1.1 BRAND MANAGEMENT BOOSTS MARKETING 1
1.1.2 BRAND MANAGEMENT BOOSTS RESEARCH AND PRODUCT
DEVELOPMENT 2
1.1.3 BRAND MANAGEMENT BOOSTS SALES 3
1.2 BRAND MANAGEMENT MUST BE GIVEN TOP PRIORITY 4
1.3 WHERE EXACTLY IS GROWTH TO COME FROM? 4
1.3.1 PENETRATION STRATEGY: THE CAKE GETS BIGGER 5
1.3.2 CONVERSION STRATEGY: WHAT S YOURS BECOMES MINE 6
1.3.3 LOYALTY STRATEGY: TOGETHER FOREVER 8
1.3.4 FREQUENCY STRATEGY: ALWAYS AND EVERYWHERE 9
1.3.5 NEW PRODUCTS/SERVICES STRATEGY: THE FIRST,
ONE AND ONLY 9
1.3.6 NEW SEGMENTS STRATEGY: SMALL BRAND EXPANSION 11
1.3.7 NEW MARKETS STRATEGY: BIG BRAND EXPANSION 12
1.3.8 NEW COUNTRIES STRATEGY: THE GREAT UNKNOWN 13
2 REQUIREMENTS OF GROWTH-ORIENTED BRAND MANAGEMENT 15
2.1 EFFECTIVENESS: DOING THE RIGHT THINGS 15
2.1.1 EXACTLY WHAT EFFECT DO YOU WANT TO ACHIEVE? 15
2.1.2 WHICH BRAND MANAGEMENT APPROACH SHOULD YOU CHOOSE,
IF EFFECTIVENESS IS YOUR GOAL? 18
2.1.3 WHICH FACTS AND FIGURES REALLY HELP? 22
2.2 EFFICIENCY: THE BIGGEST BANG FOR THE BUCK 24
2.2.1 MARKETING VERSUS SALES 24
2.2.2 HOW MUCH DO YOU REALLY WANT TO SPEND? 25
2.2.3 HOW IS MARKETING MONEY INVESTED BEST? 26
2.3 ACHIEVING GROWTH EVEN DURING A CRISIS 28
2.4 MANY QUESTIONS, ONE ANSWER 30
HTTP://D-NB.INFO/1031344764
X
JI CONTENTS
3 IDENTIFYING GROWTH BARRIERS 33
3.1 A CONCEPT THAT HAS PROVEN TRUE 33
3.2 THE DO-IT-YOURSELF KIT FOR YOUR OWN BRAND GROWTH
BARRIER MODEL 36
3.3 FILLING THE MODEL: WITH FRESH OR USED DATA? 39
3.3.1 FRESH DATA 39
3.3.2 USED DATA 40
3.4 IDENTIFYING FOCUS BARRIERS 41
3.5 OPTIMIZING YOUR BRAND MANAGEMENT 44
3.5.1 HOW DO YOU DEFINE MEASURABLE BRAND MANAGEMENT
GOALS? 44
3.5.2 WHICH GROWTH STRATEGY SHOULD BE PURSUED? 45
3.5.3 WHICH TARGET GROUP SHOULD WE FOCUS ON? 47
3.6 ONLY ASKING QUESTIONS WILL GIVE YOU ANSWERS!: QUESTIONS
AND ANSWERS THAT HELP IDENTIFY BARRIERS 48
4 UNDERSTANDING GROWTH BARRIERS 51
4.1 HOW DOES A BRAND DOCTOR MAKE A DIAGNOSIS? 51
4.1.1 BARRIER DRIVERS: WHY IS PART OF THE TARGET GROUP
HELD BACK BY A BARRIER? 52
4.1.2 BUSINESS DRIVERS: WHY HAVE OTHERS ALREADY
OVERCOME THE BARRIER? 54
4.2 AWARENESS BARRIER OR: BRAND X, NEVER HEARD OF IT 55
4.2.1 BRANDING: DO YOU ALWAYS LEAVE YOUR ZORRO Z ? 55
4.2.2 MEDIA PLAN: EVERY SHOT A WINNER? 57
4.3 BRAND CLARITY BARRIER OR: WHAT AM I? 59
4.4 RELEVANCE BARRIER OR: KNOCKED OUT IN THE QUALIFIERS? 61
4.4.1 BRAND POSITIONING 62
4.4.2 CATEGORY CRITERIA 62
4.5 FIRST CHOICE BARRIER OR: MISSED POLE POSITION AGAIN? 63
4.6 PURCHASE BARRIER OR: BEATEN JUST BEFORE THE FINISH LINE? 65
4.7 REPURCHASE BARRIER OR: ONLY A ONE-HIT WONDER? 67
4.8 RECOMMENDATION BARRIER OR: THE BIG SILENCE? 69
4.9 ONLY ASKING QUESTIONS WILL GIVE YOU ANSWERS!: QUESTIONS
AND ANSWERS ON BARRIER CAUSES 71
5 OVERCOMING GROWTH BARRIERS 75
5.1 REAL VERSUS PERCEIVED BARRIERS 75
5.2 WHAT IS A BRANDKEY? 76
5.3 OVERCOMING THE AWARENESS BARRIER OR: FINALLY FAMOUS 79
5.3.1 REAL BARRIERS TO AWARENESS: THE BUDGET COULD
BE BIGGER 79
5.3.2 BRANDING: THE DESIRE TO LEAVE YOUR MARK 79
5.3.3 PERCEIVED AWARENESS BARRIERS: OTHERS MIGHT NOT
KNOW THE BRAND 80
CONTENTS XIII
5.4 OVERCOMING THE BRAND CLARITY BARRIER OR: THAT S ME! 81
5.4.1 REAL BRAND CLARITY DEFICIENCIES 81
5.4.2 PERCEIVED BRAND CLARITY DEFICIENCIES: FOCUS 82
5.5 OVERCOMING THE RELEVANCE BARRIER OR: I M IN! 84
5.5.1 REAL RELEVANCE DEFICIENCIES: MEETING THE
BASIC CRITERIA 84
5.5.2 PERCEIVED RELEVANCE DEFICIENCIES: IF YOU HAVE LOST
RELEVANCE 85
5.6 OVERCOMING THE FIRST CHOICE BARRIER OR: POLE POSITION 86
5.6.1 PERCEIVED FIRST CHOICE DEFICIENCIES 87
5.6.2 PRODUCT-DRIVEN BRANDKEYS 90
5.6.3 SITUATION-DRIVEN BRANDKEYS 90
5.6.4 EMOTIONALLY DRIVEN BRANDKEYS 90
5.6.5 ANALOGY-DRIVEN BRANDKEYS 91
5.6.6 USE-DRIVEN BRANDKEYS 91
5.7 OVERCOMING THE PURCHASE BARRIER: FIRST PAST THE POST 92
5.7.1 REAL DEFICIENCIES IN THE PURCHASE PROCESS:
PURE LUXURY? 92
5.7.2 OPTIMAL PLACEMENT 92
5.7.3 PERCEIVED PURCHASING DEFICIENCIES: TOO EXPENSIVE? .... 93
5.7.4 FEELING GOOD WHILE SHOPPING 95
5.7.5 SALES STAFF AS ALLIES 96
5.8 OVERCOMING THE REPURCHASE BARRIER OR: FOREVER YOURS 97
5.8.1 REAL REPURCHASE DEFICIENCIES 97
5.8.2 PERCEIVED REPURCHASE DEFICIENCIES: THE BIG
DISAPPOINTMENT 97
5.8.3 MEMORY LAPSES 98
5.8.4 COMPETITOR ATTACKS 99
5.8.5 CUSTOMER LOYALTY PROGRAMMES 100
5.9 OVERCOMING THE RECOMMENDATION BARRIER OR: TALK
OF THE TOWN 100
5.9.1 PERCEIVED RECOMMENDATION DEFICIENCIES: MAGIC
MOMENTS 101
5.9.2 DON T CAUSE DAMAGE 102
5.9.3 THE WRONG BRAND IMAGE 103
5.9.4 TABOO TOPICS 103
5.9.5 CUSTOMERS RECOMMEND CUSTOMERS 104
5.10 ONLY ASKING QUESTIONS WILL GIVE YOU ANSWERS!: QUESTIONS
& ANSWERS ABOUT HOW TO OVERCOME BARRIERS 105
6 PLANNING, FORECASTING AND MONITORING GROWTH 109
6.1 PLANNING GROWTH: HOW DO YOU CREATE A GROWTH-ORIENTED
MARKETING AND SALES PLAN? 109
XIV CONTENTS
6.2 FORECASTING GROWTH: HOW DO YOU CALCULATE YOUR RETURN
ON MARKETING INVESTMENT (ROMI)? 110
6.2.1 SIMPLE FORECASTING 110
6.2.2 DETAILED FORECASTING 113
6.3 HOW DO YOU CONTROL GROWTH SUCCESS? 115
6.4 MEETING THE TEN REQUIREMENTS OF A GROWTH-ORIENTED BRAND
MANAGEMENT MODEL 116
CONCLUSION 119
CHECKLISTS AND QUESTIONS 121
BIBLIOGRAPHY 129
ACKNOWLEDGEMENTS 131
THE AUTHORS 133
INDEX 135
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV040976269 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T16:28:30Z |
| institution | BVB |
| isbn | 3642371078 9783642371073 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025954365 |
| oclc_num | 843413267 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-521 |
| owner_facet | DE-355 DE-BY-UBR DE-521 |
| physical | XIV, 137 S. Ill., graph. Darst. 235 mm x 155 mm |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Springer |
| record_format | marc |
| series2 | Management for Professionals |
| spellingShingle | Krüger, Ralph Stumpf, Andreas Brand Growth Barriers Identify, Understand, and Overcome Them Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4144679-3 |
| title | Brand Growth Barriers Identify, Understand, and Overcome Them |
| title_alt | Jede Marke kann wachsen! |
| title_auth | Brand Growth Barriers Identify, Understand, and Overcome Them |
| title_exact_search | Brand Growth Barriers Identify, Understand, and Overcome Them |
| title_full | Brand Growth Barriers Identify, Understand, and Overcome Them Ralph Krüger ; Andreas Stumpf |
| title_fullStr | Brand Growth Barriers Identify, Understand, and Overcome Them Ralph Krüger ; Andreas Stumpf |
| title_full_unstemmed | Brand Growth Barriers Identify, Understand, and Overcome Them Ralph Krüger ; Andreas Stumpf |
| title_short | Brand Growth Barriers |
| title_sort | brand growth barriers identify understand and overcome them |
| title_sub | Identify, Understand, and Overcome Them |
| topic | Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Markenpolitik |
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