Title: Effective Brand Building: Unlock Growth with Strategy, Insights, and Measurement
Publisher: Kogan Page
Publication Date: 2025
Language: English
ISBN 10: 1398618594
ISBN 13: 9781398618596
Binding: Hardcover
Condition: New

About this title

Synopsis

How can senior marketing leaders drive sustained brand growth amid shifting industry priorities?

Effective Brand Building offers strategic, authoritative guidance to executives committed to transforming brand investment into long-term, measurable results. As short-term tactics dominate, this book refocuses on proven frameworks and governance models that align brand strategy with overarching business objectives.

You'll learn how to:
- Apply best-practice models to embed brand building within organizational processes
- Leverage expert insights from award-winning marketer Andrew Geoghegan
- Use data-led approaches to measure impact and maximize ROI
- Analyze real-world examples from McDonald's, Apple, Mondelez and Unilever
- Develop leadership strategies that deliver consistent, scalable growth

This essential guide equips senior professionals with the tools to lead brand initiatives that deliver reliable, repeatable results, securing competitive advantage and lasting market relevance.

Themes include: Brand building strategy, Governance, ROI measurement, Leadership, data-driven decision making, industry best practices

About the Authors

Andrew Geoghegan is an experienced CMO and brand strategist who has held senior roles at businesses including Diageo, PepsiCo, William Grant & Sons, and PZ Cussons. Based in London, UK he has worked on brands including Guinness, Johnnie Walker and Tropicana. His paper on creating a culture of effectiveness at Diageo won Gold, Best New Learning, and Best Use of Data from the IPA in 2020 and in 2022 and 2023 he was recognised as one of the top 100 marketers by Marketing Week. He has written a regular column for Marketing Week since 2018.

CBE, Board Member, NED, Advisor, Executive Coach, former Global Chief Marketing and Innovation Officer for Diageo Plc

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