MARC details
| 000 -LEADER |
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| fixed length control field |
04680cam a22003494a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
16131967 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20190506095104.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
100312s2010 enka b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2010008440 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780470686195 (hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0470686197 (hardback) |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
YDX |
| -- |
UKM |
| -- |
YDXCP |
| -- |
CDX |
| -- |
BWX |
| -- |
BWK |
| -- |
DLC |
| Description conventions |
rda |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HD69.B7 |
| Item number |
T39 2010 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.827 |
| Edition number |
22 |
| Item number |
T.D.B |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Taylor, David, |
| Dates associated with a name |
1964- |
| 245 14 - TITLE STATEMENT |
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| Title |
The brand gym : |
| Remainder of title |
a practical workout to gain and retain brand leadership / |
| Statement of responsibility, etc |
David Taylor and David Nichols. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
Chichester, West Sussex : |
| Name of publisher, distributor, etc |
Wiley, |
| Date of publication, distribution, etc |
2010. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 239 p. : |
| Other physical details |
ill. ; |
| Dimensions |
25 cm. |
| 336 ## - CONTENT TYPE |
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| Source |
rdacontent |
| Content type term |
text |
| 337 ## - MEDIA TYPE |
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| Source |
rdamedia |
| Media type term |
unmediated |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 8# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
What's new in Brandgym 2? xiii Overview to The Brandgym Workouts xv Acknowledgments xvii Introduction: Being a leader 1 Being a leader is better Hollywood gum 3 Leader Brands need brand leaders 7 Brand-led business 8 Staying in shape 9 Inside Tesco 10 1. Workout One: Follow the money 17 Why branding still has a bad name 19 Follow the money 22 Business model vs. brand equity Axe shaving and Special K bars 26 Follow the money brief Cointreau 27 Key takeouts 29 3-part action plan 29 Handover 30 2. Workout Two: Use insight as fuel 33 Beyond findings to insights Mucinex 35 Don't understand the consumer. Be the consumer Nike 37 360degree insight 38 Competition Magnum 39 Culture: looking at the bigger picture Castrol 41 Consumer: digging deeper to understand more Harley Davidson 43 Company: look within 47 Key takeouts 49 3-part action plan 49 Handover 50 3. Workout Three: Focus, focus, focus 51 Focus is good 53 The Danone story 54 Different brand portfolio models Gillette 56 So, how many brands do you need? Santander 65 How many brands can you feed? 70 Setting the right strategy Cadbury Dairy Milk 72 Key takeouts 75 3-part action plan 75 Handover 76 4. Workout Four: Build big brand ideas 77 The power of vision 79 Beyond box filling to big ideas 80 Insight fuel Pampers 84 What are you going to fight for? T-Mobile 88 Sausage and sizzle Richmond sausages 89 The story of your brand Pampers 96 Test drive the vision 100 Time to sign up 105 Make it real 108 Key takeouts 110 3-part action plan 110 Handover 111 5. Workout Five: Grow the core 113 The heart of a healthy brand 115 SnowWhite and the 17 Dwarves Frito Lay 118 Two ways to make a million (or five) Heinz soup 122 Core growth requires more creativity, not less 124 Remember and refresh James Bond 125 Renovation waves 129 'SMS' (sell more stuff) The Geek Squad 132 Upgrade the core 135 The power of packaging innocent smoothies 136 Core range extension Ryvita 141 Re-inventing the core Warner Music 144 Key takeouts 146 3-part action plan 146 Handover 147 6. Workout Six: Stretch your brand muscles 149 Building business, building brands Gillette 151 Why one in two innovations fail 158 Why funnels don't work 160 Rocketing a new innovation paradigm 164 Destination Powerade 166 Combustion 171 Nozzle 175 Expander Post-its 177 Key takeouts 182 3-part action plan 182 Handover 183 7. Workout Seven: Amplify your marketing plan 185 Brand chapters Jordans Big Buzz 187 Harnessing online media T-Mobile Dance 190 Product as hero Dove 194 Be brave, break codes Cats like Felix 197 Tighter briefs are better NSPCC 200 Key takeouts 205 3-part action plan 205 Handover 206 8. Workout Eight: Rally the troops 207 People power 209 Beyond brandwashing RSA Insurance 211 Step 1: Products people are proud of Apple iPhone 216 Step 2: Hire the right people and treat them right Pret a Manager 217 Step 3: Lead by example innocent smoothies 220 Step 4: Sell the cake not the recipe Hellmann's 221 The five-month itch 223 Key takeouts 224 3-part action plan 224 Handover 225 References 227 Index 231<br/> |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today's tough economic times. Following the template of the original version, the book consists of a programme of eight "Workouts" that will help marketers raise their own game in key areas such as insight, portfolio strategy, positioning and innovation"-- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Brand name products. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Product management. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Nichols, David, |
| Dates associated with a name |
1967- |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Cover image |
| Uniform Resource Identifier |
<a href="http://catalogimages.wiley.com/images/db/jimages/9780470686195.jpg">http://catalogimages.wiley.com/images/db/jimages/9780470686195.jpg</a> |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Abstract |
| Uniform Resource Identifier |
<a href="http://repository.fue.edu.eg/xmlui/handle/123456789/4395">http://repository.fue.edu.eg/xmlui/handle/123456789/4395</a> |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Books |
| Source of classification or shelving scheme |
Dewey Decimal Classification |