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In One Word

Name: In One Word
Brand: Springer, Berlin
SKU: 9783031882012
Price: 11004 HUF
Availability: InStock

The Power of Razor-sharp Brand Positioning to Lower Costs and Improve Results

Szerző: Michael Behnke

Nyelv:

Kötés: Puha kötésű

Kiadó: Springer, Berlin

Elérhetőség: Beszállítói készleten

Küldés 9-15 napon belül

11 004 Ft

"In One Word" analyzes and discusses the underlying dynamics, as well as the unique technique and me...

Információk a könyvről

Szerző

Michael Behnke

Nyelv

Angol

Kötés

Könyv - Puha kötésű

Kiadva

2025

oldal

210

EAN

9783031882012

Enbook ID

48096752

Kiadó

Springer, Berlin

Súly

406

Méretek

155 x 235

Teljes leírás

"In One Word" analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand's value proposition in just one word. This book offers deep insights to marketers, communication professionals, CEOs, senior managers, and anyone interested in the world of branding, helping them better understand what it takes to build successful brands. Many of today's power brands are succeeding in defining what they stand for in a single word. When executed properly, a one-word brand positioning is unleashing powerful synergies in the brand-building and management process by aligning everyone involved in the same strategic direction.

Through this approach, a brand team's resourcefulness, energy, and creativity are being bundled and directed towards the same objective. In this surprising approach to branding, a single word is ultimately driving the entire brand-related marketing and sales operation. For instance, "Glamour" drives the L'Oréal Paris brand, while Nivea stands for "Care." Michael Behnke provides practical guidance on building power brands, offering tangible advice and real-life illustrations to empower branding professionals in their quest to create unique brands that deliver rewarding results.