Brand Supremacy: Creating Ultimate Value Through Integrated Marketing

Author: [USA] Duncan
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 enormous 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 establish 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, and providing examples to illustrate how each method is 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 teaches 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.