Brand management 101 : 101 lessons from real-world marketing by Mainak Dhar
By Mainak Dhar
Discarding intricate theories, types and jargon for good judgment and street-smart recommendation, model administration one zero one bargains a clean new inspect the realm of promoting in keeping with classes learnt within the genuine global. no matter if you are a Marketer, a pupil or an individual with an curiosity within the topic, you will not examine advertising and marketing particularly an analogous approach back after interpreting model administration 101!
one zero one classes from actual global advertising-
- What constructing nice television ads and courting have in universal.
- Why procuring is like pace courting.
- What facing a burglar in your house can educate you approximately protecting opposed to pageant.
- What Greek mythology can train you approximately pricing judgements.
- The playstation of selling no textbook teaches you approximately.
and lots more and plenty more...
Written by way of an writer with a special mixture of being a veteran award-winning Marketer besides being a bestselling novelist, model administration a hundred and one is a ebook on advertising like none you could have learn prior to
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Extra resources for Brand management 101 : 101 lessons from real-world marketing
Ensure that you are memorable Lesson 33. Would she leave her boyfriend for you? Don’t just measure appeal, measure conversion Radio gaga: Developing radio advertising Lesson 34. Can you “see” your radio ad? Use visualization to create great radio spots Lesson 35. The sound of silence—Use sound design, not just words Lesson 36. Haven’t I heard that before? Tailor for the medium; don’t just repeat your TV ad Sex appeal sells, but what? Using celebrity advertising smartly Lesson 37. Popularity isn’t everything—Find a celebrity who ﬁts your brand Lesson 38.
Understand, don’t dismiss price competitors Lesson 52. Play to your strengths and business model, not to every competitive move Lesson 53. Using specialized offerings to ﬁght price competitors There’s no such thing as a free lunch Pricing up Lesson 54. Price based on consumer price points, not spreadsheet indices Lesson 55. Sweetening the mix—Make premium-priced items your best friend THE 101 LESSONS SUMMARIZED 201 Lesson 56. Money can’t buy you love—Use reframing to make money no object PRODUCT But I ﬂunked science!
Judo not sumo: Use competitive strengths against them Lesson 6. Make an offer they can’t refuse— Understand and break down their barriers THE 101 LESSONS SUMMARIZED 197 Enemy at the gates Defending against competitive attack Lesson 7. Know who blinks ﬁrst—Understand the broader strategic stakes Lesson 8. Play to the home crowd—Protect your loyal users ﬁrst Lesson 9. Raise the stakes—Make the cost of victory too much to bear There are no limits to growth Growing a high market share brand Lesson 10.