| Description |
1 online resource (177 pages) |
| Contents |
Cover -- Half Title -- Title -- Copyright -- Contents -- List of Figures -- List of Tables -- Acknowledgements -- INTRODUCTION -- Whar is a brand? -- Product brand vs. company brand -- What is branding? -- Is branding important to the pharmaceutical industry? -- So why consider branding your products? -- An approach ro building global brands -- ABOUT THIS BOOK -- Part I Developing a Brand Plan for a New Product -- 1 MARKET SEGMENTATION -- What is market segmentation? -- Market segmentation -- an approach that is necessary for the purposes of brand planning -- How to segment a market for the purposes of brand planning -- Guidelines for market research -- Frequently asked questions -- An activity that you might undertake to help you improve your skill at inferring market segments (need-states) -- Definitions of terms used -- Recommended reading -- 2 EXTERNAL ANALYSIS -- THE STARTING POINT -- What is meant by 'external analysis'? -- What are the deliverables from this analysis? -- What are the key ingredients of the external analysis? -- How to approach the external analysis -- Guidelines for market research -- Frequently asked questions -- An activity to help you test your skills -- Definitions of terms used -- Recommended reading -- 3 THE INTERNAL ANALYSIS -- THE NEXT STEP -- What is the internal analysis? -- What are the deliverables from this analysis? -- What are the key ingredients of this analysis? -- How to approach the internal analysis -- Guidelines for market research -- Frequently asked questions -- An activity to help you test your skills -- Definitions of terms used -- Recommended reading -- 4 JOINING UP THE THINKING -- Why we need joined-up thinking -- How to construct the framework for joined-up thinking -- How to interpret the joined-up thinking framework -- Frequently asked questions |
|
An activity that you might undertake to help you improve your skill -- Recommended reading -- 5 FORMULATING THE STRATEGY -- What is meant by strategy? -- What are the key ingredients in formulating the strategy? -- How to approach the development of strategic options -- Frequently asked questions -- An activity to help you test your skills -- Definitions of terms used -- Recommended reading -- 6 DEVELOPING THE BRAND STRATEGY -- What is meant by brand strategy? -- What are the key ingredients in formulating the brand strategy? -- Guidelines for writing a brand position statement -- How to approach the development of brand strategy -- Guidelines for implementing the brand strategy -- Guidelines for market research -- Frequently asked questions -- An activity to help you test your skills -- Definitions of terms used -- Recommended reading -- 7 COMPLETING THE PLAN -- How does the pre-launch plan differ from a typical brand plan? -- What are the key components of a pre-launch brand plan? -- How does the need to deliver integrated marketing communications affect the way we approach pre-launch planning? -- How to approach the development of the pre-launch plan -- Frequently asked questions -- An activity to help you test your skills -- Definitions of terms used -- Recommended reading -- Part II Planning for an In-line Brand -- 8 REVIEWING THE MARKET SIZE, VALUE AND COMPETITOR DYNAMICS -- What is it that we are trying to understand? -- What are the deliverables from this analysis? -- What thinking frameworks facilitate this review? -- How you should approach the review -- Maximizing the utility of market research -- Frequently asked questions -- An activity that you might undertake to help you improve your skill at reviewing the size of the market -- Definitions of terms used -- Recommended reading -- 9 REVIEWING THE BRAND SITUATION |
|
What is it that we are trying to understand? -- What is the deliverable? -- What are the challenges? -- How to approach the review -- Maximizing the utility of market research -- Frequently asked questions -- An activity that you might undertake to help you improve your skill at reviewing the brand situation -- Definitions of terms used -- Recommended reading -- 10 SETTING NEW BRAND OBJECTIVES -- What is it that we are trying to do? -- How to set 'new' non-financial objectives -- Maximizing the utility of market research -- Frequently asked questions -- An activity that you might undertake to help you improve your skill at setting nonfinancial objectives -- Definitions of terms used -- Recommended reading -- 11 PLANNING FOR IMPLEMENTATION -- The purpose of a brand plan -- What are the key components of a brand plan? -- How does the need to deliver integrated marketing communications affect the way you approach the design and development of your brand plan? -- Making your communications work -- How to approach the development of the brand plan -- Frequently asked questions -- An activity to help you test your skills -- Recommended reading -- 12 REVIEWING THE SALES FORECAST -- What do we need to understand from the sales forecast? -- How to approach the 'strategic' forecast -- How to approach the 'operational' forecast -- Frequently asked questions -- An activity to help you test your skills -- Definitions of terms used -- Recommended reading -- 13 BUILDING THE BRAND THROUGH EFFECTIVE COMMUNICATION -- Building brands: the implications -- How to develop integrated communication -- Guidelines for effective communication -- Frequently asked questions -- An activity that you might undertake to help you improve your skill at reviewing the size of the market -- Definitions of terms used -- Recommended reading |
|
14 MONITORING AND CONTROLLING THE IMPLEMENTATION OF THE BRAND PLAN -- What is meant by monitoring and control, and why is it necessary? -- What are the key considerations in developing your approach to monitoring and control? -- Frequently asked questions -- An activity to help you test your skills -- Recommended reading -- CONCLUSION -- Overcome the challenges -- Adopt a customer focus -- it is an essential ingredient -- Don't avoid segmenting and targeting -- Clarify the roles and responsibilities of the central team vs. the local markets -- Get the whole organization to support the brand -- Create a structure -- Index -- About the Author |
| Notes |
Print version record |
| Subject |
Brand name products -- Planning
|
|
Brand name products -- Planning
|
| Form |
Electronic book
|
| ISBN |
9781351954860 |
|
1351954865 |
|
