Brand Supremacy (Harvard Business School Classics Translation Series · Masterpiece Series)

Author: [USA] Duncan Moriaty
Publisher:
Publish Date: 2000-01-01
Features: A brand is the lifeblood of a business. Brands like Coca-Cola and McDonald's have deeply resonated with consumers and generated substantial profits for the companies. How can brand value be enhanced? How can brand relationships be managed? Tom Duncan introduced the concept of integrated marketing, helping you leverage this business model to build your corporate brand and achieve success. This book presents an integrated marketing business model that helps businesses develop brand relationships with their customers and stakeholders. The author outlines ten methods for reengineering brand value in ten chapters, analyzing how successful companies have increased their brand value by managing better brand relationships. Each method is illustrated with examples to demonstrate how these principles can be applied and executed. This model is both a concept and a process of communication and interaction. It not only tells you how to shape brand relationships but, more importantly, it also shows you how to maintain and strengthen the long-term value of these relationships. Fundamentally, integrated marketing explores how to reorganize the intangible business landscape—specifically the management of brand value and brand assets—a realm more valuable in the market than a company's tangible assets.