Branding: A Guide for Your Journey to Best-practice Processes

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9781932546477: Branding: A Guide for Your Journey to Best-practice Processes

As technology becomes more transferable, the tangible advantages of one product or service over another become less perceptible to the increasingly cost-driven consumer. To make the difference in the intense competition for market share, many organizations now strive to harness the powerful effects of brands and branding. Based on years of research of leading-edge organizations--and supported by examples of best practices--this book will ultimately help brand managers and marketing staff increase customer loyalty and repurchase rates, command a premium price for products and services, and leverage the brand into new arenas. Branding details: how to establish a meaningful, differentiated presence that will attract and retain loyal customers and improve marketplace maneuverability; how to project a single, unified image of the organization, its values, and its core purpose to a range of audiences; how to develop and when to take advantage of the four primary types of cobranding relationships: licensing, ingredient branding, composite branding, and sponsorships; how to determine the appropriate level of investment and develop measures to track returns; and how to position and perfect branding as a strategic business asset. APQC's Passport to Success series consists of easy-to-use, low-priced resource guides that help readers understand and implement programs and processes in a variety of functional areas. These books are intended to guide readers on what can be a difficult journey through somewhat foreign territory.

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