Lars Finskud

Developing Winning Brand Strategies

• Broschiertes Buch

Produktbeschreibung

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 very challenging.
Existing tools and approaches have been valuable, but increasingly tend to be insufficient 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 influenced 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 whilst 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. This is where Developing Winning Brand Strategies adds significant value providing a holistic, in-depth understanding of the business dynamics and consumers' selection criteria enabling management to make informed strategic decisions.

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Produktdetails

• Marketing Strategy Collection
• Verlag: Business Expert Press / McGraw-Hill Professional
• Seitenzahl: 114
• Erscheinungstermin: 1. Juli 2009
• Englisch
• Abmessung: 229mm x 152mm x 6mm
• Gewicht: 180g
• ISBN-13: 9781606490433
• ISBN-10: 1606490435
• Artikelnr.: 30129258

Autorenporträt

Lars Finskud is the founder and CEO of Vanguard Strategy, a specialist strategy consultancy. He has 20+ years experience in management consulting most of which has been dedicated specifically to brand value creation and management. Previously Global Brand Specialist of McKinsey & Co. where he co-directed the global branding practice development of McKinsey & Co. Lars has pioneered dynamic brand value management as a managerial science, with an extensive track record of developing important leading-edge methodologies and approaches to brand strategy development and management. Lars has conducted a significant number of Fortune 500 client interventions across multiple industries for companies including Coca-Cola, Philip Morris, Miller, Danone, Credit Suisse, Wyeth and many others. Lars has written a variety of articles on branding for professional journals, a book 'Competing for Choice', and lectured MBA classes. His book Competing for Choice was listed in '10 ideas from academia worth the paper they're written on' by Marketing in 2006. He holds a BSc in International Management and International Marketing from the American College of Switzerland.