Effective Brand Building: Unlock Growth with Strategy, Insights, and Measurement - Couverture rigide

Geoghegan, Andrew

Couverture rigide

ISBN 10 : 1398618594 ISBN 13 : 9781398618596

Editeur : Kogan Page, 2025

Synopsis

Investment and focus on brand building skills have diminished across the marketing industry in recent years. But without the knowledge and understanding of how to build strong brands, marketers end up jumping between short-term tactics and struggle to deliver reliable, long-term growth.

Effective Brand Building is here to change that. It provides practical, everyday wisdom in how to drive effective growth for brands for the long and short term, in synch with broader organizational goals and business processes. From award-winning marketer and columnist for Marketing Week, Andrew Geoghegan, this book is the ultimate guide to developing the skills and knowledge you need to create a brand building strategy that delivers growth. Containing best practice frameworks, tools, and approaches to measurement, this book enables marketers to create repeatable results and maximize their return on investment.

With real-world examples from businesses such as McDonald's, Mondelez, Apple, and Unilever, this book will help marketers ask the right questions in order to create the best conditions in their businesses for effective brand building.

A propos du livre

À propos des auteurs

Andrew Geoghegan is an experienced CMO and brand strategist who has held senior roles at businesses including Diageo, PepsiCo, William Grant & Sons, and PZ Cussons. Based in London, UK he has worked on brands including Guinness, Johnnie Walker and Tropicana. His paper on creating a culture of effectiveness at Diageo won Gold, Best New Learning, and Best Use of Data from the IPA in 2020 and in 2022 and 2023 he was recognised as one of the top 100 marketers by Marketing Week. He has written a regular column for Marketing Week since 2018.

CBE, Board Member, NED, Advisor, Executive Coach, former Global Chief Marketing and Innovation Officer for Diageo Plc

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2025
• Langue: anglais
• ISBN 10: 1398618594
• ISBN 13: 9781398618596
• Reliure: Relié
• Nombre de pages: 264
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Friedensallee 273; Hamburg; 22763; Allemagne