What Makes Winning Brands Different?: The Hidden Method Behind the World's Most Successful Brands
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Book Overview
Wie kann man die kritischsten Marketinghürden nehmen und nahezu jeden Markenartikel auf einen neuen Erfolgskurs bringen? Mit dem richtigen "Wachstumscode"! Dieses Buch zeigt Ihnen, wie Sie Ihren Werbeerfolg verbessern. Zum ersten Mal wurden mehr als 1000 sehr erfolgreiche Marken analysiert, und zwar in den Branchen Lebensmittel, Non-Food, Verbrauchsgüter, Investitionsgüter und Dienstleistungen. Die Autoren haben die Strategien und psychologischen Ansätze der jeweiligen Werbekampagnen isoliert und genau untersucht. Auf Basis dieser Ergebnisse haben sie 27 Growth Codes (Wachstumscodes) entwickelt und in einen praktischen Ma nahmenkatalog umgesetzt, der 60 detaillierte Techniken enthält. Anhand aussagekräftiger Fallstudien führender Marken wird anschaulich beschrieben, wie die einzelnen Techniken funktionieren und wie man sie wirkungsvoll einsetzt. Mit diesem Leitfaden lernen Sie schnell und systematisch, erfolgreiche Marken aufzubauen, Wachstum zu fördern und jedes Markenproblem zu lösen.
Format:Hardcover
Language:English
ISBN:0471720259
ISBN13:9780471720256
Release Date:January 2000
Publisher:Wiley
Length:250 Pages
Weight:1.05 lbs.
Dimensions:0.8" x 6.2" x 9.3"
Customer Reviews
5 ratings
Breakthrough in behavioral branding!
Published by Thriftbooks.com User , 22 years ago
The whole marketing and advertising world seems to be obsessed by the concept of "benefits", be it rational or emotional. The authors of this book choose an entirely different approach: the empirical discipline of behavioral science. They show that you come up with compelling and strikingly different kinds of brand strategies, if you forget the "benefit dogma" for a minute and use the broader spectrum of behavioral triggers to drive the sales of your brand. - Simply the best and most scientific book I have ever read on branding.
Getting to the top of your market
Published by Thriftbooks.com User , 24 years ago
In business, there is rarely a place for silver medals. You're either at the top or you're moving backwards quickly. Andreas Buchholz and Wolfram Wordemann understand this and show how products get to the top quickly and stay there using laws and principles so clear, straightforward, and simple that the book cannot be put down until read cover to cover. After each chapter I found myself asking - "Why didn't I think of that?" I have read numerous books on marketing and would trade them all for this one. Insightful, clearly thought out, direct and without equal. Read it and prosper.Robert T. Murray
A Provocative Analysis Of winning Strategies
Published by Thriftbooks.com User , 24 years ago
When this book was originally published 2 years ago in Germany I wrote a short review on it. I don't think it is outdated, in fact the English version is even improved, so here are my comments again: 'a provocative analysis of the different types of winning strategies with fascinating examples. Useful for all practitioners in the field, particularly the breaking down of what is often lumped together as image advertising'.
One Of The Best Business Books Of The World
Published by Thriftbooks.com User , 24 years ago
A lot of the books that are being sold as "business bestsellers" do not really fulfill the promises they hold. This one is different! The two authors got to the core of the success business and analyze in a comprehensive and profound manner what lies behind a success story. This gives the reader a good look behind the scenes of how success is constructed, i.e. by analyzing the 'pros & cons' of products and how individual traits (which form the basis for market penetration) for a product or service need to be highlighted in order to make it big time! I found it very entertaining and I think most others who will pick this interesting title up will feel the same. One thing's for sure this book will make you rethink how things are really run to get your message across.
Insights, insights, and insights !
Published by Thriftbooks.com User , 24 years ago
A very lucid & insightful book illuminating how to revive and grow brands in the saturated marketplace.You will learn a systematic way of looking at consumers'inner desire and/or perceputual tendencies that provides a simple and powerful approach to brand-building.A must read for account planners & brand builders.
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