Branding

What separates a brand from a mere product? In this updated and revised new edition of Branding: A practical guide to planning your strategy, Geoffrey Randall poses this question. Examining leading brands such as Coca-Cola and IBM, he argues that the difference lies in providing a perceived quality and an ability to respond to changes in consumer tastes.

The book examines these issues and provides practical help and advice on planning and launching a brand. It analyses the impact of the global market on branding and discusses how new brands can be planned and launched. The Internet is also explored and its effects on existing and new brands are discussed. Further practical advice is also included such as how to:

• advertise and promote a brand;
  
• launch brands in service businesses and in business-to-business markets;
  
• make an impact on a global market;
  
• conduct brand planning and create a successful corporate strategy;
  
• assess the impact of e-commerce and the Internet on brands and branding.
  

Contents

• What is a brand'
  
• The value of brands
  
• Challenges to brands
  
• Consumers and brands
  
• Brand stretching and brand extensions
  
• Advertising, promotion and the brand
  
• The role of retailers
  
• Branding in service businesses
  
• Branding in business-to-business markets
  
• The company and the brand
  
• International and global brands
  
• Brand planning
  
• Organizing for branding