Unique Now… or Never
The Brand is the Company Driver
in the New Value Economy

By Jesper Kunde
May 2002
Pearson / Prentice Hall
ISBN: 0273680099
350 pages, Illustrated, 6 ¾” x 9 ½”
$67.50 Paper Original


This book will help you achieve: unique brand value, value positioning, a brand system, a brand value chain, brand relations management, the leader role.

Contents include:

Introduction
1. Believe or leave
2. Beyond the product economy
3. Entering the value economy
4. Navigating from the old to the new
5. Growth via one high-value brand
6. Defending brand position
7. Brand = corporate personality
8. Aligning the brand and the values
9. Creating a corporate brand
10. Corporate brand with gradation
11. Corporate brand with generic names
12. Corporate brand with differentiation
13. Corporate brand with sub-brands
14. Corporate brand with endorsing
15. One product, one brand
16. Structuring the company with a brand system
17. Redefining the company
18. The brand value chain: the new corporate strategy
19. Brand relation management (BRM): redefining the way to market
20. Redefining the organization
21. Redefining leadership
22. Redefining market boundaries

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