Title: Star Brands: A Brand Manager's Guide to Build, Manage & Market Brands
Publisher: Allworth
Publication Date: 2015
Language: English
ISBN 10: 1621534634
ISBN 13: 9781621534631
Binding: Paperback
Condition: Very Good
Dust Jacket Condition: No Jacket
Weight: 1.57 pounds

About this title

Synopsis

For anyone who wants to learn the fundamentals of branding in an approachable way without poring over dense text or hiring an expensive consultant, Star Brands presents a unique model that offers structured guidance and professional tips for building, managing, and marketing any brand. Created by savvy brand manager Carolina Rogoll, the star brand model is a perfect intersection of solid marketing and management theory with an approachable, visually oriented design. The author teaches step-by-step how to assess a brand's unique challenge, how to define the brand's equity and target, how to craft a solid brand growth strategy, and how to measure success once the brand is in the marketplace. The book includes case studies from famous star brands as well as interviews with top business school professors, advertising agency leaders, and former CEOs. Topics covered include the star brand model; leaders behind star brands; brand assessment and goal setting; defining brand equity; selecting a brand target; insights, benefits, ideas; theory from the best marketing and management resources; marketing strategy; how to build a marketing plan; and much more.

The author combines her experience building brands at the front lines of a big multinational company with top-notch marketing and management theory. What results is an ideal primer for anyone seeking structured guidance on building a brand for a client, managing a brand, or even starting a brand for oneself.

About the Author

Carolina Rogoll has been building brands for over a decade for the world's largest consumer packaged goods company. She has been on the faculty of the first-ever Masters in Branding program at the School of Visual Arts in New York City since 2011, where she created the inaugural (and very popular) brand management seminar. Carolina holds several business and marketing degrees, all with honors, and is fluent in multiple languages.

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