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Marketing Agility: A Brand Point Management Perspective

Marketing Agility: A Brand Point Management Perspective

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Published by BrandSquare
This white paper discusses how brand point management improves a business’ ability to react to the marketplace more quickly. Brand point management promotes marketplace agility by considering three critical components: people, process and technology.
This white paper discusses how brand point management improves a business’ ability to react to the marketplace more quickly. Brand point management promotes marketplace agility by considering three critical components: people, process and technology.

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Categories:Types, School Work
Published by: BrandSquare on Oct 29, 2008
Copyright:Attribution Non-commercial No-derivs

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06/16/2009

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marketplace agility
a Brand point management perspective
ExEcutivE Summary
cu-u, hu,  h     u h. F    h b h,  uu,    w u    h h     b,    - .th  h b     h shw
®
 wh ,
Brand Point Management: Creating Compelling and Consistent Brand Experiences,
whh x hb     wu   u b huh ’ h . i h  u  ,    b    x:
ee .
 Wh     h   b ,     , u. a   b  ’  b –    bx wh u  wh  b.
 
2
    m    a    r    k    e    t    p    l    a    c    e    a    g    i    l    i    t    y  :    a    B    r    a    n    d    p    o    i    n    t    m    a    n    a    g    e    m    e    n    t    p    e    r    s    p    e    c    t    i    v    e
What iS markEtplacE agility and Why iS itimportant today?
a 2006 c U u   h w,  :a    bh     u, , u, bu     h b [ ]   uu u  wu-b …
1
 s  ’ bu  x wh   u.
• Many forms of traditional
es
’ b u    b  . a  u, b   u   h -  ,   uz . m   h    u.
• Consumers’
s
  h, h   u

 hb. Bu h    h  h -  (u hh, h  uu), u h--      b- u.
2
thh u  h  ,  , u  –  –  . a u h.
gbz
 u hu h. muu     u w    z h w  u     wh h u . th h,  wh h    h  h b    ,   u.i    w       bu   b  h u. Bu h  , h   b ,       h   b , h   h  .m   bu  shw’   b  . i    h , u     hc  b. i h   h , w wu       h x    b x.
thE BEnEitS o markEtplacE agility
th b    u – bu   :
Qe e  se
    b  h.
• The ability to
be e e
 
zeeees
 h u  w u  u. cu u  hh uu  -u  u h    h - .
• The ability to
 eee ee es
 .
• More economical way to
ee ses 
  uh  huh u/ . u- w u uh.
• The ability to
e  e es
 u   b b b h   .
• Overall
s es
huh w  h u  u    h  .
• More
 ebe  se e b
h qu uu      h    ub.
achiEving markEtplacE agility throughBrand point managEmEnt
shw  h   b  h w:th h   b huh h     b x h   bw u  b. B  uh  h   u’  –       – bu h bu  h   bw h u  h b.W       hw h   b     b h  :
ee, ess  e.
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d, l., & e, J. (2006). d z: ah   huh w b (caHrs Wp #06-12). ih, ny: c U, sh  iu  lb r, c  a Hu ru su.h://...u/hw/454
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 Juz, B, & dh, k. “s s: th gb i 1000.” F +bu, iu 45, W 2006.
We ee s ebewee sebs se  es wsebs ee, eess,e., ee esf ss e  e.
 
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    m    a    r    k    e    t    p    l    a    c    e    a    g    i    l    i    t    y  :    a    B    r    a    n    d    p    o    i    n    t    m    a    n    a    g    e    m    e    n    t    p    e    r    s    p    e    c    t    i    v    e
pee
th c u  h “w b” :th    z    huu     b b    hu u u h  h,  u,    b    w.i uh u u   whh h  bx:
e, eee , eee

eee bs.
B      xu bshw  h  h  h . t h b- w h bu    h   h  hb- u  cpg,   . t    ,  w  h “b ”   u. sh , h u h u    h bh, wh   u wh,   xu w  h bh h ’ -hu b .th u , bu     w. ieu –    h U.s. wh  w  – hu  “xu” h  b – , , h   – b “u”       wh  wh       xu    wh     . thh h bu  hu-u u   h , wh  bu    h -h   u .th b-  u wh h  uu    b. B  wh    uu wh h    w   h  b- u,  huh xu. th      h  , bu h w  h  uh h    qu w w,   uu. mj w  h b  w wh h h  h    bu w u ,b  fxb  wh .e   h , h b  ,   z    w hb h   h h  w .B       h b-   w u h u  h   hz b- u  .
pess
F  ,   qu  h b’ ,      u. Wh  b  w  h , b   w   h . Wh h  u bw u bu     w bu  ,   , h      ,    b x  u,  b- b.H    h    b b       :
Se, qe -s
bw u, uh    ,  u ,  u   . th   u h qu   j.
E  ses  sses
u   u  h b  w     j w  h jb  .
he-q eebes
u  h    . i  x     ,   ub  w , w    b      qu   h.
Ss  e
huh:
b wes
h w “u-h-”    b , uh  ,  ,, , .;
b s
     u,    u; 
ee sees
h ,   u u  .
me be es es  eesees
    ub u    ,   h h   h ub.
d sseeesses  ese  s we bes wwe w e b  ew  e ees  eee.

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