The Handbook of Brand Management (The Economist Books) (International Management Series) - Hardcover

Arnold, David

Hardcover

ISBN 10: 0201632799 ISBN 13: 9780201632798

Publisher: Basic Books, 1993

Synopsis

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.

About this title

About the Author

David Arnold, M.B.A., taught marketing and strategic management courses at the Ashbridge Management College, one of the U.K.'s leading business schools. His consulting clients have included Lloyds Bank, ICI Parts, Hoechst, and the Thames Water Authority. He is now a doctoral candidate at the Harvard Business School.

Reviews

A brand assigned to a product is just as important to the success of that product as the actual product itself. We can all identify with brand names like Coke, Kellogg, and IBM and ask for them by name. Arnold, a marketing instructor at one of Britain's top business schools, has written a thorough plan for managing all aspects of brands. He discusses how to establish new brands and how to rejuvenate established brands, examining the importance of market research and exploring how to identify a target market and promote the brand to that market. Also included is a chapter on marketing a brand to a global audience. The handbook draws heavily on the use of case studies, including such brands as Marlboro, Perrier, and Pizza Hut. For comprehensive business collections. --Joel Jones, Jefferson Cty. P.L., Arvada, Col.
Copyright 1993 Reed Business Information, Inc.

Edition details

• Publisher: Basic Books
• Publication date: 1993
• Language: English
• ISBN 10: 0201632799
• ISBN 13: 9780201632798
• Binding: Hardcover
• Edition number: 1
• Number of pages: 288