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Brand Point Management

Brand Point Management

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Published by BrandSquare
Brand point management is a category that helps businesses produce consistent brand experiences providing a compelling motivator for the consumer to purchase a brand. Brand point management touches all phases of a product’s life – from ideation to design to market implementation – ensuring that whenever a consumer interacts with a brand, the experience remains consistent throughout.
Brand point management is a category that helps businesses produce consistent brand experiences providing a compelling motivator for the consumer to purchase a brand. Brand point management touches all phases of a product’s life – from ideation to design to market implementation – ensuring that whenever a consumer interacts with a brand, the experience remains consistent throughout.

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Published by: BrandSquare on Jul 24, 2008
Copyright:Attribution Non-commercial No-derivs

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09/25/2010

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Brand Point ManageMent
Creatig Cmpeig a Csistet Bra Eperieces
WHITE PAPER
 
Bra Pit Maagemet
2
ExECuTIvE SuMMARy 3BRAnd PERoRMAnCE In TodAy’S GloBAl MARkETPlACE 4
»The new Wr r Bras: Mre Segmets, Mre lcatis, Mre nise»The new Wr r Maactrers a Retaiers: Cabrati»Bra Perrmace a the Csmer Eperiece
WHAT IS BRAnd PoInT MAnAGEMEnT? 6BRAnd PoInT MAnAGEMEnT IlluSTRATEd: ConTInuITy RAMEWoRk 7dEPloyMEnT ARCHITECTuRE 8dElIvERInG BRAnd PoInT MAnAGEMEnT 9
»Strategic Epertise»Creatie Epertise»Eectia Epertise
WHERE IT HAPPEnS: EnvIRonMEnTS 11
»At Hme»o the G»At the Stre»o the She
SuSTAInABIlITy And BRAnd PoInT MAnAGEMEnT 13THE uTuRE o BRAnd PoInT MAnAGEMEnT 14SCHAWk: PoSITIonEd To lEAd 15
taBLe oF ContentS
 
Bra Pit Maagemet
3
exeCutive SuMMary
Csmer-prcts cmpaies are acig the mst chaegig peri itheir histr. lg-staig maretig reaities are chagig raica, aas a rest, maactrers a retaiers mst reee hw the egagewith shppers.
Here are the reaities:» Prct chices are mshrmig, a ew-prct erigs are grwig i imprtace as imbe, w-pricemaactrers msce i  traitia territr.» Csmers are reactig t chice a price cmpetiti b becmig ess bra- a chae-a.» Csmers are taig i their meia i mre-ragmete, ess-preictabe was, reqirig mareters t reachthem cser t the prchase itse, i ctets that were reatie ere bere.Maactrers a retaiers mst cs their atteti – a eep prcesses – t create er cmpeig acsistet bra eperieces where thse eperieces ca hae the mst impact. This ca be at hme, “ theg,” at ma paces ar r isie the stre, a  the stre she itse. The cmm threa is that these areeirmets where the csmer is i a prchase me. I a wr rie with ragmete maretig chaesa messages, these eirmets are crcia t creatig a pwer bra – a t geeratig saes.rthermre, i a wr  shriig margis, where time-t-maret is icreasig imprtat a gbaitegrati – at a stages i the eepmet a prcti prcess – is essetia t biig a bra, it isimperatie t create bra messages that are bth cmpeig a csistet – messages that are eciet teier a pwer, that tr shppers it bers. This is bra pit maagemet, a it appies t eerstage  a prct’s ie.Bra pit maagemet reqires bra a eep capabiities i strateg, creatie a eecti. A itreqires cabrati ar the gbe. With a ramewr that aresses bra pits at hme,  the g, at thestre a  the she, Schaw is iqe psitie t ea the istr i eierig bra pit maagemet.

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