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Brand Growth Barriers

Author: Ralph Krüger

Publisher: Springer Science & Business Media

Published: 2013-06-17

Total Pages: 149

ISBN-13: 3642371086

How can a brand - whether products or services, B2B or B2C, big or small - get back onto a growth track, even in economically difficult times? According to the two brand leadership experts Ralph Krüger and Andreas Stumpf, this can only be achieved by systematically overcoming growth barriers. In this book they present their Brand Growth Barrier Model, which makes it possible for businesses to identify, understand and overcome the barriers to and in their own brands. Case studies from well known brands of different categories, useful checklists for daily business and a clear, practical Question and Answer System on all relevant issues make this book an indispensable guide - not only for marketing experts but also for chief executives and responsible parties in sales and controlling.

Three Threats to Brand Relevance

Author: David A. Aaker

Publisher: John Wiley & Sons

Published: 2013-04-03

Total Pages: 38

ISBN-13: 1118658027

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"Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization's sustained growth is to learn what it takes to bring "big" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming irrelevant in the face of the continuing parade of marketing dynamics led by others. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay. Threat #1: A decline in category or subcategory relevance. Customers simply no longer want to buy what you are making, despite the fact you are offering a quality product and some customers love it. Threat #2: The loss of energy relevance. Without energy the brand simply does not come to mind as other more visible brands and a decline in energy can create a perception that it is locked in the past, suitable for an older generation. Threat #3: The emergence of a "reason-not-to-buy." The brand may have a perceived quality problem or be associated with a firm policy that is not acceptable. Whether your brand is just breaking into the marketplace or has a long held place in the hearts of its consumers, any forward-thinking company can implement Aaker's proven methods and strategies as part of their organization's ongoing review of brand strategy with the help of this succinct and to-the-point resource. About the Jossey-Bass Short Format Series Written by thought leaders and experts in their fields, pieces in the Jossey-Bass Short Format Series provide busy, on-the-go professionals, managers and leaders around the world with must-have, just-in-time information in a concise and actionable format.

Brand Relevance

Author: David A. Aaker

Publisher: John Wiley & Sons

Published: 2010-12-15

Total Pages: 400

ISBN-13: 0470922591

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Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Exponential: Transform Your Brand by Empowering Instead of Interrupting

Author: Jeff Rosenblum

Publisher: McGraw-Hill Education

Published: 2021-12-07

Total Pages: 304

ISBN-13: 9781264268146

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Build a brand that customers love with a proven strategy from one of today’s top advertising executives Your brand can no longer succeed through targeted adverting and clever messaging. You need to see customers as people rather than just sources of income. This begins with you not only understanding their needs but also sympathizing with their values—and actually doing something about it. In this eye-opening guide, leading advertising executive and industry disruptor Jeff Rosenblum draws on his 25+ years of experience to deliver a plan for building a breakthrough brand by empowering instead of interrupting. Exponential reveals: The neuroscience and behavioral psychology behind building brands through emotional and functional storytelling Hands-on tactics that can strengthen your brand through empathy and empowerment How to use culture and collaboration to understand your customer base and how to reach out to it Filled with data-driven stories of brands that got it right—and those that didn’t—Exponential looks beyond targeted advertising and clever messaging with a powerful prescriptive for turning your prospects into customers and your customers into evangelists.

How to Break Growth Barriers

Author: Carl F. George

Publisher: Baker Books

Published: 2017-04-04

Total Pages: 256

ISBN-13: 1493406566

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Some churches grow rapidly, only to hit a ceiling. Other churches have experienced declining or static attendance--many of them for decades. Frustrated pastors and church leaders want growth methods that work, but without adding to pastoral fatigue. How to Break Growth Barriers argues that growth comes when effective leadership and lay-empowerment skills work hand in hand. This requires a shift of focus from the shepherd as the primary caregiver to shepherd as developer and coach of many caregivers. The authors show pastors how to communicate a vision for the future and then how to lead the congregation into the paradigms necessary for potentially limitless growth. The strategies found in this book are not only tried and true, and taken from a biblical perspective of a "harvest" vision. They're also newly updated to reflect our changing culture, including helpful charts and checklists for self-evaluation.

How Brands Grow

Author: Byron Sharp

Publisher: OUP Australia & New Zealand

Published: 2010-03-11

Total Pages: 246

ISBN-13: 9780195573565

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This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.

Unstuck

Author: Terry Lancaster

Publisher:

Published: 2017-09-23

Total Pages: 260

ISBN-13: 9781976059032

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"Refreshingly clear and concise. I found value every few pages because each of the 10 strategies includes practical advice or questions that caused me to think...I mean REALLY THINK!" - Tony BodahEvery business gets stuck from time to time. We fantasize about running up the smooth, upward trajectory of growth-but there are hurdles, there are setbacks, and there are pits of quicksand along the way. How we launch and build momentum may work for a season, but change and complexity materialize, throwing fistfuls of sand into the gearbox. In short, growing pains are a normal part of running a business. Who knew there were so many ways to get bogged down by people, process, financial, and marketing issues?If your growth trajectory is stalling out, welcome to the 99% club. Stuck happens.The key to success is to get unstuck as quickly as possible. With over 235 years of combined business experience, the 10 authors of this guidebook encountered many of the same hurdles you are facing right now. By pooling those decades of practical knowledge and addressing the common barriers facing business leaders, we can provide you with the keys to unlock your company's growth potential

Entry Barriers and Market Entry Decisions

Author: Fahri Karakaya

Publisher: Praeger

Published: 1991-12-10

Total Pages: 230

ISBN-13:

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This book provides a comprehensive discussion of market entry barriers in both early and late market entry situations. Barriers in consumer as well as industrial markets are compared, and the advantages of creating as well as overcoming entry barriers are examined. The authors also discuss international market entry barriers and how they can be overcome by presenting actual case histories of successful strategies. The vital role of managerial consensus on market entry in the face of entry barriers is explored, and the book concludes with two Appendices that provide detailed market entry simulation exercises for both domestic and international market entry situations.

How Excellent Companies Avoid Dumb Things

Author: Neil Smith

Publisher: St. Martin's Press

Published: 2012-06-05

Total Pages: 242

ISBN-13: 1137031611

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Every day, seemingly intelligent and successful companies make headline news for poor decisions that can cause their business to stumble and make many of us scratch our heads in wonder. Why would such a successful business make "that" strategic decision? Neil Smith, with more than 20 years of experience leading large-scale performance improvements, reveals the hidden barriers that limit excellent companies from reaching their potential, and cause even the smartest managers and leaders to falter. During his experience transforming some of the top global businesses, Smith has identified 8 barriers that exist in every organization and prevent them from implementing literally thousands of ideas to improve the way they work: Avoiding Controversy Poor Use of Time Reluctance to Change Organizational Silos Management Blockers Incorrect Information and Bad Assumptions Size Matters Existing Processes Rich with anecdotes and case studies, Smith identifies the ways in each of these barriers interrupt your own business. He then outlines a fast and proven process in which 12 principles of business transformation can break down the processes that hold companies back. What Smith offers his readers is the same thing he offers every day to the major companies he works with, A PROMISE that by following his insights, the company will be able to increase communication, simplicity, and profit to levels never before attainable. Throughout the book, Dr. Richard Levak has contributed personality and organizational insights that shed light on why an individual or an organization behaves in contrary ways giving you a better sense of why these internal walls exist and how to be aware of your actions in your day to day life.

Marketing Turnarounds

Author: Hooman Estelami

Publisher: Dog Ear Publishing

Published: 2010

Total Pages: 254

ISBN-13: 1608440974

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MARKETING TURNAROUNDS: A Guide to Surviving Downturns and Rediscovering Growth Knowledge of the intricate dynamics of marketing turnarounds is a fundamental requirement for business survival and growth today. The intense desire to survive in a slow market and find new avenues for growth has become a pressing goal for companies. The objective of this book is to enable the pursuit of this goal by providing a guide for managers on various marketing approaches that can lead to growth and profitability. The science of marketing turnarounds is based on an accurate understanding of how consumers respond to their changing environment. This book provides such an understanding by developing a framework of the various approaches to successfully executing marketing turnarounds. The framework and tools discussed not only enable managers to combat sales and profitability downturns, but also guide them in their aggressive pursuit of innovative ways to further nurture their businesses in stable and growing markets. "Marketing Turnarounds is a step by step guide to stop the bleeding and reposition your company for profits. Whether it's due to the economy or management blunders, this book will help you decide if a company or brand can be salvaged, how to cut costs without hurting sales, how to reposition the company or brand to take advantage of consumer and environmental trends, how to price, and how to promote - even in a bad economy. I strongly recommend this book for any company whose profits have started pointing south. I also recommend it for would-be entrepreneurs - reading this will help you avoid some of the mistakes you would otherwise make." -Marlene Jensen, CEO of Pricing Strategy Associates and author of Pricing Psychology Report and The Tao of Pricing "A step by step marketing manual for a much ignored subject: turnarounds " -Jeffrey F. Willmott, Former Chairman of RCG Companies "A must have for all marketers. It is timely and an important tool kit for marketers and a path breaking work in marketing." -Rajneesh Suri, Associate Professor of Marketing, Drexel University "Marketing Turnarounds is a timely and extremely valuable addition to the current literature, not only for practitioners and students of marketing, but it is also a 'must read' for leaders and managers in all disciplines who are interested in growing the top and bottom lines of their businesses" -William V. Catucci, Former CEO of AT&T Canada Long Distance Services