The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership PDF
Preview The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership
Praise for the brandgym ‘‘I’ve personal experience of the magic that a brandgym workout can conjure up, based on the principles in these pages. There’s a wealth of insight to inspire, educate and stimulate.’’ Ian Penhale, Marketing Director, SAB Miller ‘‘the brandgym helps you create a clear strategy and turn this into turbo-charged marketing plans, that turbo charge your brand and business.’’ Phil Chapman, Chief Marketing Officer, Kerry Foods ‘‘Brand leaders, like top athletes, need inspiration and the brandgym is like your own straight-talking coach, giving you the appetite and tools to win.’’ Cecile Coutens, Marketing Director, Danone Baby Nutrition, France ‘‘the brandgym helped us focus our portfolio, improve customer understanding and create crystal clear brand positionings that inspire the whole business.’’ Andr´es Gonzalez Cuevas, Marketing and Strategy Director, Grupo Herdez ‘‘the brandgym is the epitome of simplicity and the powerful concepts inside it are my personal mantra for true innovation.’’ Sheila A. Struyck, Chief Marketing Officer, Philips Consumer Lifestyle ‘‘I love this new edition: required reading in my Brand Management course at INSEAD. The hard-nosed approach sets it apart, and the new chapters really show how to put things into practice.’’ Pierre Chandon, Associate Professor of Marketing, INSEAD ‘‘There is no better ‘hands-on’ book on branding around. A trip to the brandgym will make any brand stronger, fitter and able to thrive and prosper.’’ Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business ‘‘The brandgym’s latest book is not only easy to read and reference, but provides you with very practical, every day inspiration about building your brands.’’ Carol Welch, Marketing and R&D Director, Jordans Ryvita ‘‘the brandgym is becoming a classic brand itself, and this new edition makes it even stronger. Use its well-illustrated wisdom to build your own brand to new levels.’’ Hugh Davidson, author of Offensive Marketing and the Committed Enterprise ‘‘the brandgym is the best practical guide to boost the return on investment of marketing strategies.’’ Professor J.C. Larreche, Alfred H. Heineken Chair at INSEAD, author of The Momentum Effect ‘‘The second edition of the brandgym is a thorough workout for your brands and highly recommended fitness regimen: an easy to follow, step-by-step guide to brand health.’’ Niraj Dawar, R. A. Barford Professor of Marketing, Ivey Business School ‘‘There is nothing as practical, or as up to date, or all challenging as the brandgym.It combines the rigour of a good MBA course with the latest developments from the world of branding.’’ Mark Ritson, Associate Professor of Marketing, Melbourne Business School The Brand Gym Second Edition By David Taylor Brand Stretch: Why 1 in 2 extensions fail and how to beat the odds Brand Vision: Energize your team to drive brand and business growth Never Mind the Sausage, Where’s the Sizzle By David Nichols Return on Ideas: A practical guide to making innovation pay The Brand Gym Second Edition A Practical Workout to Gain and Retain Brand Leadership David Taylor and David Nichols A John Wiley and Sons, Ltd., Publication This edition first published in 2010 Copyright © 2010 David Taylor and David Nichols Registered office John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com The right of the author to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Library of Congress Cataloging-in-Publication Data Taylor, David, 1964- The brand gym : a practical workout to gain and retain brand leadership / David Taylor and David Nichols. – 2nd ed. p. cm. Includes bibliographical references and index. ISBN 978-0-470-68619-5 (hardback) 1. Brand name products. 2. Product management. I. Nichols, David, 1967- II. Title. HD69.B7T39 2010 658.8(cid:1) 27–dc22 2010008440 A catalogue record for this book is available from the British Library. ISBN 978-0-470-68619-5 Typeset in 12/15 pt Garamond by Laserwords Private Limited, Chennai, India Printed in Great Britain by Antony Rowe Ltd, Chippenham, Wiltshire DEDICATION To Anne-Marie and Clare, for putting up with a pair of brandaholics
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