Customize the brand

Make it more desirable and profitable

Torsten H. Nilson

192 pages, parution le 25/10/2002

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Résumé

Marketing based on averages brings average results. This is not good enough in today's intensely competitive environment. Most companies have the potential for delivering a more powerful and relevant brand proposition. Yet it rarely happens. In this innovative and groundbreaking book Torsten Nilson introduces the concept of the 'customized brand' - how to effectively adapt brands, whether mass-market or niche, to the needs and wishes of individual customers. He explains and illustrates with the help of numerous examples how companies can gain competitive advantage by adapting the total marketing mix to different customers, regardless of market sector. One day all marketing will be like this! This book will guide you to:

Understand your customer better than anyone else
Communicate better with your customer than anyone else
Deliver a product or service that provides better perceived value than anyone else's

Contents

The customized brand - introducing the concept
From the mark of a marker to a symbol of desire, and from mass-market to customization twice over
Leading the way
Markets fragment, communication and competition increase, less time, more uncertainty
We are all different, but not that different - the principles of segmentation
Find the Big Number
The 10 steps to a customized brand
Step 1: know the enemy and the battlefield
Step 2: know your customers
Step 3: know thyself
Step 4: customizing the brand proposition - the foundation for a truly desirable brand
Step 5: the foundation for sustainable desirability: the product/service package
Step 6: getting into the customer's hands
Step 7: the price to pay
Step 8: from 'interesting' to 'just right for me'
Step 9: make it move - sales promotion in a customized world
Step 10: clinching the deal
A better bottom line
What does it take?

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Torsten H. Nilson
Parution	25/10/2002
Nb. de pages	192
Format	15,7 x 23,6
Couverture	Relié
Poids	435g
Intérieur	Noir et Blanc
EAN13	9780470848227
ISBN13	978-0-470-84822-7